Retailers shift their ad spending from TV, radio and print ads to digital ads.
And British consumers on smartphones and tablets account for nearly half of total visits to e-retail sites, according to IMRG and Capgemini.
Mobile commerce is growing at a rapid pace in the U.K. In Q1 2013, sales via smartphones and tablets accounted for 20% of total web sales; one year later, in Q1 2014, m-commerce accounted for 34% of total web sales, according to a report from technology consultancy Capgemini and U.K. e-retail association Interactive Media in Retail Group, or IMRG.
What’s more, consumers on mobile devices now tally up nearly the majority of visits to U.K. e-retail web sites. Mobile visits reached 48% of total visits in Q1 2014, up from 30% in Q1 2013, Capgemini and IMRG say.
“The latest results highlight the increasing importance of m-commerce to online retailers in the U.K.,” says Tina Spooner, chief information officer at IMRG. “The widespread adoption of mobile devices is helping to drive growth in mobile retail visits to a tipping point.”
Mobile commerce will only become more important with every passing quarter, says Chris Webster, vice president of consumer retail and technology at Capgemini. “These results illustrate just how integral a role mobile now plays in our shopping journey, and one which is only set to increase. Retailers have taken huge strides over the last few years, rapidly evolving their m-commerce platforms to match the expectations of their customers.”
The results are from the IMRG Capgemini Quarterly Benchmarking. Around 40 retailers participate in the benchmarking, including Addict, B&Q, Bank, Blacks, Brora, Cartridge People, Clarks, Crocus, Debenhams, Deckers, Dune, Dunelm Mill, Get The Label, Hobbs, Home & Cook, JD Sports, John Lewis, LK Bennett, M and M Direct, Marks & Spencer, Matalan, Millets, Moss Bros, Scott, Silentnight, Size, Sparkling Strawberry, and The White Company.