Mobile commerce at the tipping point: Almost half of all UK eCommerce transactions now take place on mobile
Research by internet marketing service Criteo has revealed that 48.9% of UK eCommerce transactions now take place on mobile devices, a 6% increase year-on-year.
The study of 1.4 billion online transactions during the first quarter of 2016 also showed that the launch of Apple Pay has seen a 7% increase in transactions taking place on iPhones to 19%.
This has helped the smartphone leapfrog its stable mate iPad as the UK's primary device for mobile commerce. Other findings include 39% of transactions now involving multiple devices along the path to purchase.
Apps account for 65% of transactions on mobile devices around the world, with 35% taking place on the mobile internet.
Within the UK retail industry, the most advanced sectors towards mobile commerce are fashion and luxury (55% of all ecommerce transactions took place on mobile), mass merchant (50%) and home (46.8%).
The research was accompanied by a study from Ovum's principal analyst, Eden Zoller, which says that the most successful retailers in the coming months and years will be those who can 'target people rather than devices, delivering tailored and personal shopping experiences that span digital and in-store.'
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