34% of Global E-Commerce Purchases Made on Mobile Phones

The number of people using their mobile phones and tablet devices to make purchases online is continuing to grow.

Research by Criteo has shown that customers in the UK and Asia are the global leaders when it comes to m-commerce, as well as showing that purchases made on mobile phones now account for 34% of all e-commerce purchases across the world.

The Q2 2015 State of Mobile Commerce Report also showed that globally people preferred to shop on their smartphone rather than a tablet computer, although the number of people in favour of tablet purchases was higher in countries such as the UK, Netherlands, France, Germany and Russia. The research also explored which devices were more likely to be used for online shopping. In the UK, almost half of all online purchases are believed to be made on mobile phones, and 35% of them are thought to be conducted on Apple/iOS devices. This is compared to just 10% of transactions on Android devices.

Chief Product Officer at Criteo, Jonathan Wolf, commented on the report’s findings: “The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases. Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing ecommerce sales in this new world.”

The most popular retailers were those dealing in fashion, travel and luxury items, with purchases from stores like these accounting for a third of all transactions. The health and beauty industry also experienced growth, along with the home category.

The report stated that mobile’s share of the ecommerce industry is only going to grow even further, predicting that mobile transactions will reach 40% globally by the end of the year.

These statistics have shown that not having a mobile-optimised website or a mobile sales strategy can actually be damaging to a business, given how many people are making purchases on the go, as findings show that sites which are mobile optimised experience a 3.4% conversion rate. This is compared to the 1.6% of customers who convert on a non-optimised website.

Robert Mead, Marketing Manager at Parcel2Go.com, said that the research showed how the customer’s buying journey and priorities are changing: “These findings show the importance of speed when it comes to a customer’s shopping experience.

“Everything from the search to the parcel delivery needs to be optimised in order to ensure the customer is as happy as possible, and m-commerce is a huge step towards that. But while websites may work to ensure that their customers can buy products quickly, it is important to remember that process isn’t over until the customer receives their item, so the delivery of their item should also take priority.”

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