The study ran from May through July 2014, and was based upon information from some 40 retailers, including Addict, Airport Parking & Hotels, B&Q, Bank, Blacks, Brora, Cartridge People, Clarks, Crocus, Debenhams, Deckers, Dune, Dunelm Mill, Freeman Grattan Holdings (Freemans, Grattan, Look Again, Kaleidoscope, Curvissa, Swimear365, Witt International UK), Get The Label, Hobbs, Home & Cook, JD Sports, John Lewis, LK Bennett, M and M Direct, Marks & Spencer, Matalan, Millets, Moss Bros, New Look, Philip Kingsley, Schuh, Scott, Silentnight, Size, Sparkling Strawberry, Super GA, The Body Shop, The White Company & This is Pulp.
Overall, 52% of the traffic to retail sites came from a mobile device, either a smartphone or a tablet. Tina Spooner, chief information officer at IMRG commented “considering that as recently as 2010 mobile visits to e-retail sites accounted for less than 3 per cent of traffic, this latest milestone represents staggering growth of 2,000 per cent over the past four years.”
In addition, the study found that over 1/3 (36%) of online purchases were made over mobile. For retailers in clothing and apparel, the figure was over 40%.
With the total UK online sales reaching just over £24 billion (about US$40 billion) for the months May, June, and July, sales using smartphones and tablets was over £8 billion.
One of the most interesting findings was that about 80% of the mobile sales were using tablets, and only 20% were with smartphones, indicating that customers still value larger screens."