This statistic is revealed in recent research from IMRG and Capgemini, a figure that has risen from the original 37 per cent in the previous quarter. Additionally, confidence appears to be growing in mobile usage for online purchases – with 25 per cent of mobile sales undertaken via these devices and 75 per cent using tablets over the past three months.
This is in contrast to a split of 80 per cent for tablets and 20 per cent for smartphones the year before in Q4 2013/14.
Tina Spooner, chief information officer at IMRG, explained: “The impact of mobile on general user behaviour has been extremely significant – most of us now carry our phones around 24/7 and regard these devices as being a central part of everyday life. In an online shopping context, the smartphone has generally been regarded as a research tool for comparing prices and checking information primarily. Yet the number of m-retail sales completed via these devices has risen from one in five to one in four in the space of a year, and we’ve seen mobile conversion rates rise significantly over the same period as UK shoppers now clearly feel confident in using their smartphones for completing purchases.”