Mobile sees online retail market share grow

The number of purchases made online via smartphone is on the increase, reports.

According to the latest figures published jointly by IMRG and Capgemini, one in five (20 per cent) of sales during Q1 2013 came from users logging on through their smartphones or tablets. Comparatively, this figure was at just 15.4 per cent during the last quarter of 2012.

When looking at year-on-year figures, the growth for mobile retailing has been staggering, having gone from representing just 2.6 per cent of all visits in 2010 to 8.2 per cent in 2011 and 21.3 per cent in 2012.

It also provides good news for brands utilising text marketing schemes, as they can use links to drive traffic that could, in many cases, result in a direct sale.

Furthermore, it even prompted analysts to forecast that, as growth continues, people will end up looking back on the period between 2010 – 2019 as “the mobile decade”.

Speaking to of the results, chief information officer at IMRG, Tina Spooner, explained: “Mobile is clearly a game-changer for the UK e-retail industry, with m-retail sales increasing at more than double the levels we saw in the early 2000s when IMRG started tracking online sales.

“With the continuing shift away from desktop to mobile internet use, it is inevitable we will see the latter platform outstrip desktop PCs as the preferred device for shopping online, and from the latest figures it is apparent this may be sooner than expected.”