The percentage of online sales completed through mobile devices (smartphones and tablets) may have reached a plateau, according to the latest research.
The latest data from IMRG and Capgemini has revealed that in Q1 2015/16 it was recorded as 42 per cent – and it stayed at that rate in Q2, the first time that it has remained static since 2010. Of course, three out of five visits to retail sites now come from mobile devices, so the news isn’t that bad.
IMRG and Capgemini have been measuring smartphone and tablet sales penetration since 2010, when just 0.9 per cent of online sales were completed through these devices. Since then it has risen at a remarkable rate, reaching 37 per cent in 2014.
As it was building from a very low base in 2010, the year-on-year mobile sales growth rates in IMRG and Capgemini’s Mobile Index were initially triple-digit and gradually fell to double-digit, as expected with any fast-growing area.
Tina Spooner, chief information officer, IMRG said, “On the surface it looks like sales via mobile devices have stalled, although these figures alone don’t tell the full story. While tablets currently account for almost three-quarters of sales through mobile devices, sales growth through smartphones is rising at around four-times the rate of that through tablets and conversion rates on both device types are increasing.
“Figures from a number of manufacturers show sales of tablet devices have also slowed – it may be that the next mobile growth spurt will be purely driven by increasing consumer confidence in using smartphones for online shopping.”
Alex Smith-Bingham, head of digital, consumer products and retail, Capgemini added, “The rate of mobile growth has slowed down in recent months, but the trajectory of the last five years has been tremendous. Online sales via mobile devices now equate to 42 per cent, which is a remarkable achievement in such a short period of time and is testament to the central role mobile now plays in our daily shopping journey.