For the first time, UK shoppers have spent more money through their smartphones when accessing UK retail sites than either desktop or tablet, according to the IMRG Capgemini e-Retail Sales Index.

In Q4 2018/19, the share of sales revenue spent through smartphone devices was 40.4%, with desktop securing 39.7% and tablet 19.9%. A further milestone was reached in December, where smartphones accounted for over 70% of mobile device sales for the first time (the other 30% was spent through tablets).

Also during this period, 74.3% of site visits were made through mobile devices, compared with 25.7% via desktops. To give this some perspective: back in 2015, the percentage of visits coming through smartphones and tablets versus desktops was even.

”The iPhone was first released in 2007, and for a long time people were visiting product pages through smartphones in large numbers but then completing purchases elsewhere. It wasn’t until late-2015 when it started to really gain traction as a fully transactional device for online shopping,” comments Andy Mulcahy, Strategy and Insight Director, IMRG.

“This does not spell the end of other devices being used for online retail purchases, however – people tend to use multiple devices depending on which is most convenient. So, for example, during standard working hours a higher proportion of sales come through desktop as people are sat in front of their computers at work.”

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