iTunes, eBay are leading UK retail apps
Shopping on mobile in the UK is giving way to buying on mobile. According to the Interactive Media in Retail Group (IMRG) and Capgemini, the UK mcommerce conversion rate rose from 1.27% in June 2012 to 2.03% in June 2013, as consumers got more comfortable hitting the “buy” button on smartphones and tablets.
Which device users are making these mobile purchases, and what retail sites and apps are they visiting most frequently?
In January 2013, comScore MobiLens found that UK iPhone users had a significantly higher propensity for mobile buying than Android or Symbian smartphone users. Regardless of the timeframe—whether every day, once a week or ever in a month—iPhone users were nearly twice as likely to make a purchase on their phone as those using Android-based phones.
As for the most popular UK mobile retail apps, iTunes, unsurprisingly, ranked first, with 10.9 million unique visitors in January 2013 and a considerable 58% reach. eBay was No. 2, with more than twice the reach and unique visitors as the No. 3 mobile retail app, Amazon.
However, among those who visited a site’s mobile page, rather than using a downloaded app, Amazon.co.uk was No. 1, with a considerable 8.1 million unique visitors and 25% reach. Argos.co.uk saw 4.1 million unique visitors that month and 12.7% reach. That was followed closely by Tesco.com.
eMarketer estimates that mcommerce retail sales in the UK will reach £6.61 billion (more than $10.49 billion) this year and rise to £17.24 billion (nearly $27.37 billion) by 2017, when sales on mobile will account for 26.5% of total retail ecommerce sales.
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