In the period November 2013 to January 2014, m-retail accounted for 32% of online sales – 6% were via smartphones, while tablet devices were used for 26% of e-retail sales during the quarter. This compares with 27% overall m-retail penetration in the previous quarter and represents 18% growth between Q3 and Q4. Visits to e-retail websites via mobile devices also increased and now account for 45% of traffic.
Significantly, online clothing and fashion retailers have a higher mobile commerce penetration rate, with 36% of sales completed via smartphones and tablets during the fourth quarter. Mobile visits to apparel website also reached a tipping point with over half of traffic now coming via mobile devices."