New research from IMRG and Capgemini, finds that online sales made through mobile devices increased to 45% during the third quarter this year, up from 42% in the first half of 2015. The latest IMRG Capgemini Quarterly Benchmarking report shows that visits to retail websites on smartphones and tablets reached 63% during the third quarter, compared to 60% in Q2 2015.
The report says that this may be due to the release of the new iPhone 6S in September which boosted mobile penetration. mCommerce is on the rise as a growing number of consumers expand the activities they undertake on their mobile devices, including browsing and shopping.
The new iPhone 6S is likely to having given mCommerce a boost
Alex Smith-Bingham, Head of Digital, Consumer Products and Retail, Capgemini, says:
“Thanks to the advanced functionality of today’s smartphones, mCommerce has come a long way in a relatively short amount of time. Utilising the available technology retailers are able to create a more intuitive, frequent and convenient experience than on a PC, so it’s no surprise more customers are choosing to make purchases on their smartphones.”
However, smartphones had higher web page bounce rates at 35.4% and checkout abandonment rates were 52% higher than on desktops and laptops.
Tina Spooner, CIO, IMRG, says:
“With almost two-thirds of traffic to retail websites now coming via mobile devices, it is clear that smartphones and tablets are now the preferred choice for the majority of online shoppers. The launch of the iPhone 6S and 6S Plus appears to have had a positive impact on mRetail penetration, with 45% of online sales now coming via mobile devices during the third quarter, up from 37% during the same period last year. Significantly, a tipping point was reached for apparel retailers, with smartphones and tablets now accounting for half of all eCommerce sales.”
This holiday season, retailers should focus on optimising their mobile shopping experience. Despite the obvious rise in mobile device adoption and a growing number of shoppers on these devices, abandonment rates are still high and can only be combated by ensuring the experience is smooth and best deals are being offered.