Latest findings unveil a culture change in digital shopping

Mobile devices account for all online sales growth in UK

New figures from IMRG and Capgemini reveals sales via desktop have flatlined, with all online growth now coming through mobile devices.

For the first time, the etail trade association’s monthly e-Retail Sales Index has stripped out all the mobile data from its overall online sales.

The data shows a ‘significant change’ in consumer behaviour as shoppers in the UK move from laptop to mobile. As a result of this, the index has re-forecasted annual growth for mobile retail up to 15 per cent from the 12 per cent prediction made at the beginning of the year.

The figures revealed that while tablet devices account for 85 per cent of mobile sales in the year to date, the second quarter saw sales through smartphones grow 210 per cent against 130 per cent for tablets.

Tina Spooner, chief information officer, IMRG, said: “Online retail is a sector that sometimes receives a strong boost from supporting technology and mobile is certainly providing that at the moment.

“The latest findings, together with the continuing trend of triple-digit growth in mobile commerce, provide clear evidence of a culture change in digital shopping.”

Mobile Shopping image via

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