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More consumers using mobiles to make purchases

Clare McDonald

UK shoppers spent 138% more using mobile devices in 2013 than the previous year, according to research from IMRG and Capgemini.

The study found that 2013 was a good year for online sales in the UK, with a 16% increase in retail transactions made over the internet, and 21% of all retail sales now coming online.

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The IMRG Capgemini e-Retail Sales Index showed growth was higher than the 12% originally forecast, with a total of £91bn spent online in 2013.

Tina Spooner, CIO at IMRG, said: “With online shopping having become part of our everyday lives, the growth levels we are seeing in the e-retail market won’t be slowing down any time soon.

“We predict that the UK online retail market will achieve 17% year-on-year growth during 2014, and we expect the £100bn threshold will be broken, with a staggering £107bn predicted to be spent online in the UK alone this year.”

The study also recorded an £11bn spend in the UK during December 2013 alone, an 18% year-on-year increase.

Research found that the number of mobile retail sales in December 2013 was double that in December 2012. Some 27% of all online sales in December originated from a mobile device.

Spooner claimed this increase in mobile sales is hardly surprising, since four in 10 visits to online retail sites are made through mobile devices.

Sean McKee, head of e-commerce and customer services for footwear retailer Schuh, said people who have grown up without PCs now have the opportunity to shop online, encouraging older generations to contribute to the figures.

He said the introduction of cheaper tablets has widened the opportunity for mobile sales to increase.

"It's opening mobile shopping up to people who have not had it before,” he said.


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