44% more British consumers using their smartphones to shop this season

In the run-up to Christmas, more British consumers are using their smartphones to make purchases, according to a study by Ve Global, the consumer data insights expert.

The number of Britons using their mobile devices for purchases was up 44% in 2018 compared to 2017. Meanwhile, mobile sales are predicted to increase 50% during Black Friday.

“Ve’s data indicates that UK retailers are beginning to meet the mobile-first expectations of the modern online shopper and in good time, given the continued demise of the desktop PC and even the tablet – all of which are fading towards irrelevance as the mobile experience improve,” said David Marrinan-Hayes, CEO of Ve.

Furthermore, browsing behaviours on smartphone devices were also higher (6%), making mobile devices the dominant channel for browsing in the UK at 53% of sessions compared to desktops and tablets.

Mobile bounce rates were down 10% from 2017, which is further good news for mCommerce brands and marketers.

Marrinan-Hayes added that the results were good news for brands trying “to capitalise on the annual pre-December rush. It also presents marketers with an opportunity to engage the always-on customer; a key demographic who carry and regularly check their mobile devices.”

However, brands must ensure that the mobile experience remains relevant and adds value to the customer experience.

Ve says it expects an increase in mobile sales during Black Friday. Figures from 2017 revealed that 36% of UK retail purchases happened over the Black Friday weekend compared to 12% average for the third quarter.