Sixteen per cent of online shopping generated by mobile devices

A new report has found that 16 per cent of all online web traffic comes from mobile and other connected devices, reports.

The research – undertaken by Ofcom – looked into internet shopping and mobile data usage across Europe.

Tony Grace, chief operating officer of Virgin Media Business, told that developments in the latest mobile technology – such as 4G – mean that there is now more chance for people to shop on the go than ever.

However, he also added that there could be scope for even more advances in the future, saying: “It’s going to be interesting to watch how the mobile, online and retail spaces come together and interact. It’s highly likely that we’ll see more stores adopting a multi-channelled approach throughout 2013.”

Mark Haviland, managing director of Rakuten Linkshare, also talked about the multi-channel approach as a mobile marketing strategy. Haviland said: “While it is important to have a mobile strategy in place, marketers and brands should also remember that the mobile purchase journey does not exist in isolation.

“A consumer will often go on a non-linear journey… which could touch the online, in-store and mobile worlds.”

The research also revealed that people in the UK spend more on online shopping that any other EU country in the survey. The data showed that Brits now spend an average of £1,083 per year online.