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Almost half of online clothing sales made via tablet or smartphone

Almost half of online clothing sales are now made via a smartphone or tablet device, according to new research.

43% of clothing sales are made using these devices compared to 37% of all UK online sales.

Mobile (including tablets) made up just 1% of online sales in 2010 and the segment has grown by 4,000% in just four years, found the IMRG Capgemini Quarterly Benchmarking Report. Visits to retail websites on smartphones and tablets now account for exactly half of online traffic.

An estimated £25.1bn was spent online between August and October this year, with £9.3bn spent via smartphones and tablet devices. 

The report also found click-and-collect services accounted for 18% of sales during the period, up from 16% in the second quarter.  

Tina Spooner, chief information officer at IMRG, said: “Mobile continues to take a larger slice of the UK online retail market and, while we are seeing a slowdown in the growth of mobile retail penetration, sales via smartphones and tablets have recorded almost 50% year-on-year growth during 2014. 

“IMRG’s latest research reveals that one in five multichannel retailers will be offering in-store ordering over the festive period and three quarters will be offering alternative delivery options, including timed delivery slots and Sunday delivery. Convenience will be key for consumers this Christmas and we are likely to see an increase in click-and-collect orders as this delivery method becomes the preferred option for many.” 

Adgild Hop, Capgemini’s head of retail consulting, said: “The results leave very little doubt the value advancements in mobile technology have brought to the retail sector and we can see just how much influence smartphones and tablets now have on our shopping behaviour. It’s convenient, it’s quicker and with the ability to easily browse between retailers, it can also be cheaper. 

“I look forward to comparing these results with Q4 when we’ll be able to track the role mobile played during the busy Black Friday and Christmas shopping period.” 

Readers' comments (1)

  • It's about time that 'mobile' stats are broken down to smartphone and tablets separately.

    Tablets, in my opinion, are far less 'mobile' beyond the home.

    Otherwise we artificially view mobile as a higher percentage than it actually is, when in reality there is a greater move in market share from PCs, as they are replaced by tablets in the home.

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