UK: Mobile commerce steps out in bold strides

Wednesday 16 April 2014 14:08 CET | News

As the number of smartphones and tablets has increased in the UK, this has triggered a significant increase in mobile shopping activities, according to a new eMarketer report, “UK Key Digital Trends for 2014: Mobile Usage, Big Data and Ad-Buying Options Influencing Digital Ecosystem.”

UK retail website visits share via mobile rose from 24% to 45% between Q4 2012 and Q4 2013, according to the “Quarterly Benchmarking Index” from the Interactive Media in Retail Group and Capgemini.

Noteworthy, mobile devices meet various needs not only for shoppers and buyers, but also for the advertisers trying to reach them. Though UK smartphone owners used smartphones and tablets somewhat less than laptops and desktops for product research and purchase, nearly half of those polled by the UK’s Internet Advertising Bureau (IAB UK) in 2013 said they had used a smartphone or tablet for research.

Moreover, smartphones and tablets ranked very close to laptops and desktops as the devices through which respondents had first seen an ad or marketing message related to the item they had bought.

IAB UK reported that 74% of all retailers it polled in June 2013 had a mobile-optimized site, and almost half had optimized their search functions for mobile. The same number provided a GPS store locator. However, less significant percentages offered in-store Wi-Fi or contactless payment facilities or had optimized their sites with tablet users in mind.

Free Headlines in your E-mail

Every day we send out a free e-mail with the most important headlines of the last 24 hours.

Subscribe now

Keywords: UK, mobile commerce, mobile shopping, smartphone, tablet, online sales, e-tailers
Categories: Payments & Commerce
Countries: World
This article is part of category

Payments & Commerce

Industry Events