Smartphone now dominant device for buying online

For the first time, shoppers spent more money through their smartphones when accessing UK retail sites than either of the other two major device types – desktop or tablet – according to quarterly data from the IMRG Capgemini e-Retail Sales Index.

In Q4 2018/19 – which covers the festive period – the share of sales revenue spent through smartphone devices was 40.4%, with desktop securing 39.7% and tablet 19.9%. A further milestone was reached in December 2018, where smartphones accounted for over 70% of mobile device sales for the first time (the other 30% was spent through tablets).

UK shoppers are also increasingly using mobile devices for accessing retail sites as in the same period, 74.3% of site visits were made through mobile devices, with 25.7% made through desktops.

Despite having the largest share in revenue, smartphones have the lowest conversion rates. However, analysts said the use of mobile should “not be underestimated” when it came to completing purchases elsewhere.

Andy Mulcahy, strategy and insight director, IMRG, said: “This is another significant step in smartphones becoming the dominant device through which we manage so many aspects of our lives. It has taken a little while though – the iPhone was first released in 2007, and for a long time people were visiting product pages through smartphones in large numbers but then completing purchases elsewhere.

“It wasn’t until late 2015 when it started to really gain traction as a fully transactional device for online shopping. This does not spell the end of other devices being used for online retail purchases, however – people tend to use multiple devices depending on which is most convenient. So, for example, during standard working hours a higher proportion of sales come through desktop as people are sat in front of their computers at work.”

Lucy Gibbs, senior consultant in retail analytics, Capgemini Invent, added: “Smartphones make it is easier than other forms to be truly omnichannel, which is about being where your customers are, and therefore are optimally placed for influencing the retail customer journey.

“The advancements over the last few years in mobile banking, in-app purchases and a greater focus on optimising m-commerce sites have all led to the facilitation and increased confidence in purchasing on smartphones.”