Mobile's Share of UK Digital Retail Sales Doubles - eMarketer

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Mobile's Share of UK Digital Retail Sales Doubles

Mobile retail reaches 23.2% of digital sales

September 11, 2013

The share of UK ecommerce sales occurring on mobile doubled in Q2 2013, compared to the same period one year earlier, to reach 23.2% of total digital sales. That's up from 11.6% in Q2 2012, according to the Interactive Media in Retail Group (IMRG) and Capgemini. The percentage of online retail site visits coming through mobile devices also shot up sharply, from 21.1% in Q2 2012 to 34% in Q2 2013.

UK Retail Mcommerce Sales Share, Q2 2012-Q2 2013 (% of total retail ecommerce sales)

According to comScore, there is considerable room for smartphone commerce to continue growing in the UK, as it still ranks low in terms of the leading mobile activities among UK mobile phone users. In April 2013, comScore found that 10 million users researched or purchased products via their mobile devices. With smartphone penetration set to reach 48.4% of the population this year, or 30.9 million UK residents, according to eMarketer, there’s plenty more people still to convert to mobile shopping.

Leading Mobile Activities Among UK Mobile Phone Users, April 2013 (millions)

Retailers, seeing this opportunity, are gravitating toward apps to provide a better experience for mcommerce shoppers. Following the well-worn track of going from iPhone app to Android app to iPad app to Android tablet app, 62% of UK retailers had an iPhone app in June 2013, according to the Internet Advertising Bureau UK (IAB UK), followed by 42% with an Android app.

UK Retailers that Offer Mobile Apps, by Type, June 2013 (% of respondents)

Smartphone and tablet conversions soared this summer, suggesting that more retailers may develop apps for the increasing number of tablets and smartphones in use, particularly those running Android, as more consumers adopt these devices.

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