Summary: New report predicts that 20 per cent of all online sales will be made via a mobile device by Christmas
A fifth of online sales made in the UK this Christmas will be made via a mobile device, according to official figures.
The latest IMRG Capgemini Quarterly Benchmarking Index also forecasts that mobile will account for nearly a third (30 per cent) of all site visits by the time the festive period rolls around again.
The positive projections are based on the rapid growth of mobile sales, with 11.6 per cent of all online sales made from a mobile device in the second quarter of the year, up from 8.2 per cent in the first three months of the year.
This sharp growth in mobile sales is even more pronounced when comparing the stats of today with those of 2010. Two years ago, just 0.4 per cent of all online sales in the UK originated from a mobile device, meaning that mobile eRetail sales in the UK have increased by 2,900 per cent since.
IMRG Capgemi’s report also shows that mobile website visits rose significantly in the second quarter, with 21.1 per cent of visits to UK eRetail websites made from mobile devices during the period, up from 16.4 per cent in the previous quarter.
Chris Webster, vice president of consumer products and retail at Capgemini, claimed this decade will be remembered for when the mobile device became one of the main points of access to digital services.
“This has happened very quickly for commerce services, and by the end of this year, 20 per cent of all digital commerce transactions will be completed on mobile devices,” he said.
“Combine this with the ability to identify ourselves (iris or fingerprint recognition etc), to hold information on ourselves (eg. Apple passbook launching this autumn on iOS6) and to access such services while on the move, and the mobile device will be the must-have item when you leave the house; just imagine when your passport and driving licence can also be held (or accessed) through the device.
“One final hurdle to clear: what happens when the battery goes flat?”
As people have began using their phones to make purchases, they have also become more discerning about how long they stay on a site. The figures show that visitor bounce rates rose to 29 per cent, the highest level recorded since the index was first launched around two and a half years ago. In comparison, the average bounce rate was just 22 per cent in 2010.
However, in more positive news for mobile retailers, basket abandonment rates fell five per cent in the study period to 55 per cent.
Commenting on the findings, Tina Spooner, chief information officer at IMRG, claimed that the impressive sales conversion figures is only one of a number of benefits available to firms which embrace mobile.
“Mobile has placed retailers, symbolically perhaps, in the palms of consumers’ hands, removing many former borders and expanding the contexts and times that engagement can happen,” he said.
“With the phenomenal growth seen in m-retail sales and visits, inevitably this also impacts the website visitor bounce rates, with fickle consumers easily able to compare and browse across multiple websites before completing a purchase.”