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Growth in mobile sales 'may have reached plateau'

The proportion of online sales made through smartphones and tablets may have reached a plateau, research from online retail association IMRG and technology consultancy firm Capgemini has shown.

Their data shows 42% of online sales in the UK were made via mobile devices in the second quarter of this year, the same rate as in the first quarter.

This is the first time it has remained flat since the records began in 2010.

At that time, just 0.9% of online sales were completed through mobile devices.

Tina Spooner, chief information officer at IMRG, said: “On the surface it looks like sales via mobile devices have stalled, although these figures alone don’t tell the full story.

“While tablets currently account for almost three-quarters of sales through mobile devices, sales growth through smartphones is rising at around four times the rate of that through tablets and conversion rates on both device types are increasing.

“Figures from a number of manufacturers show sales of tablet devices have also slowed – it may be that the next mobile growth spurt will be purely driven by increasing consumer confidence in using smartphones for online shopping.”

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