The number of people choosing to shop online via a mobile device has doubled over the past year.
This is according to new research from IMRG and Capgemini, which found mobile sales made up 23.3 per cent of total e-commerce transactions in the second quarter of 2013, compared to just 11.6 per cent at the same point last year.
Mobile devices also account for a growing number of visits to retail websites, now making up 34 per cent of the total, compared to 21.1 per cent in 2012.
IMRG and Capgemini said that over the last three years mobile's penetration of online sales has increased by more than 2,000 per cent, while in terms of retail site visits it has risen by 1,100 per cent.
However, this expansion of mobile use has led to growth in retail bounce rates, which refers to the number of people who leave a website after viewing just one page.
This stood at 21.7 per cent in 2010, but reached 27 per cent last year before dropping to 26 per cent in 2013.
Tina Spooner, IMRG chief information officer, commented: "While consumers have generally become more confident in using their mobile devices as a shopping tool, the latest data suggests they have also become more demanding."
She said these high bounce rates may be due to shoppers comparing prices and products across several different websites.
IMR and Capgemini's research also revealed mobile use has led to an increase in the number of click and collect sales in 2013. This now accounts for 16 per cent of online sales for multichannel retailers, compared to 12 per cent in the second quarter of 2013.
Chris Webster, Capgemini consumer products and retail vice-president, commented: "This correlation of mobile ordering and location flexible collection is at the heart of the mobile internet and the impact it will have on consumer behaviour."
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Posted by Craig Roberts