m-commerce to reach £1 in every £5 by Christmas 2012 Sep 05 2012
Research shows that UK online sales made through a mobile device could reach £1 in every £5 by Christmas 2012. The research found that the percentage of sales through mobile devices rose to 11.6% in Q2 of 2012, up from 8.2% in the first quarter. Site visits through mobile devices also rose in the second quarter, reaching 21.1% of visits to UK e-retail websites, up from 16.4% in the previous quarter.
Since the start of 2010 UK sales made by mobile device has risen 2,900%, rising from just 0.4% of e-retail sales in Q1 2010 to 11.6% in the last quarter.
The research also revealed that the visitor bounce rate via mobile device rose to 29% in Q2, this suggests that consumers are becoming more demanding when it comes to initial site engagement; the average bounce rate was 22% in 2010 and 24% in 2011; year-to-date in 2012, the average bounce rate is 28%.
However basket abandonment rates fell to 55% in Q2 from 60% in 2011 and 61% in 2010. Although basket abandonment has been falling, the rate at which it is happening is only marginal and the overall level remains high.
Tina Spooner, Chief Information Officer at IMRG, said: “While the share of online sales going through mobile devices continues to grow impressively, the actual final conversion side of it is only part of the story. 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.
“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.”