Online shoppers have migrated to m-commerce, with mobile sales now accounting for all online growth in the second quarter of 2013.
According to etail association IMRG and management consultancy Capgemini’s e-Retail Sales Index, 23% of all online retail sales came from mobile devices such as smartphones and tablets in the second quarter of 2013. However turnover from desktop computers flatlined.
It was previously predicted that the Index would record annual growth of 12% during 2013, however the strength of mcommerce has led IMRG and Capgemini to reforecast to 15%.
Tablet devices account for 85% of mobile sales year to date. However smartphones have seen a greater rate of growth, increasing 210% year-on-year, compared with 130% for tablets.
IMRG chief information officer Tina Spooner said the latest findings provide clear evidence of a “cultural change in digital shopping”.
She added: “Smartphones and tablets offer the kind of experience the modern consumer wants – quick access, wherever and whenever they want it. Second screening in front of the TV has turned online shopping into a leisure activity that is fully compatible with our home entertainment lifestyles.”
Chris Webster, head of retail and technology at Capgemini, added: “The fact that more people are using mobile devices reflects the huge strides retailers have made in user experience and accessibility in m-retail sites. However, we are still only scratching the surface of the ways we will use mobile devices to interact with digital services in our daily lives. Finger print identification available on the latest smartphones will increase trust and personalisation of these digital services.”