Online sales via mobile and table devices are expected to general £2.9 billion for retail websites in December, according to a new study. If accurate, the results from the survey by IMRG and CapGemini would see 2013 spend via these channels double the £1.45 billion generated during the same period last year.
The research found that sales from the channel would account for 27 per cent of online retail sales and will produce 38 per cent of all visits to retail websites. The study also discovered that the split between tablets and mobile was currently 80/20, with device sales generating £2.3bn and £600m respectively.
Speaking about the results, Head of Retail at CapGemini Chris Webster said:
“The growth of mRetail, driven first by tablet devices but now increasingly by smartphones, is just the tip of the iceberg when it comes to mobile adoption. The use of smartphones to deliver truly personal, relevant customer experiences which reflect the location and context of what we, the customers, are doing will completely change how we interact with retailers.”
The study further highlights the continuing adoption of new channels by UK consumers. Last week, numero reported that CyberMonday, traditionally the first Christmas shopping day in December, would result in record sales from tablet and mobile devices. Indeed, orders from these channels resulted in more than a third of all online sales over December 2nd. Commenting on these sales, Chris Withers, Head of Smarter Commercia for retail, Europe, IBM, said:
“This significant development highlights the need for retailers to update their mobile offerings. Better handsets and mobile-optimised websites have made it so easy to shop online that consumers now expect to buy and check prices and offers from wherever they may be and continue this experience as they enter a store.”
The growing prominence of tablet and mobile shopping highlights the need for retailers to focus attention on these developing channels, particularly given the increasing demand for customers to use handsets for customer service. You can read more on this across the numero blog.