M-commerce: Tablets and phones now bigger than shopping via laptop in UK


Picture courtesy Flickr

This is it. The moment when consumers (in the UK at least) bought more products online using mobile devices than ‘regular’ computers for the first time ever.

From November to January, m-commerce made up 51% of e-sales (up from 45% in the previous three months and up from 40% a year ago), the IMRG Capgemini Quarterly Benchmarking report showed.

But despite the rapid growth in smartphone shopping, tablets still accounted for the biggest share of m-commerce sales at 33%, with phones on 18%. Regular computers (mainly laptops I assume, or desktops if anyone still uses them) accounted for 49% of sales. So they’re still the biggest overall category but that lead is shrinking every quarter.

And when it comes to visits to retail websites rather than completed transactions, mobile devices accounted for 66% of traffic, rising from 63% in the previous quarter and 53% a year ago.

IMRG said consumer confidence in m-commerce, plus larger screens and more mobile-friendly retail websites all added to the growth.

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