52% of UK traffic to retail websites now via mobile

Indeed, over a third of UK online sales are now completed on a smartphone or tablet devices – a figure that rises to 40 per cent for clothing and apparel merchants.

Of sales completed on a mobile device, smartphones account for around 18 per cent, while tablets account for 82 per cent. 

Visitor bounce rates rose to 28 per cent in Q2, up from 25 per cent in the previous quarter. This is most likely due to increased mobile traffic.

The most important figure, however, is that the checkout abandonment rate has reached a record low of 27 per cent, down from 36 per cent in Q1.

Tina Spooner, chief information officer at IMRG, said: “Considering that as recently as 2010 mobile visits to e-retail sites accounted for less than three per cent of traffic, this latest milestone represents a staggering growth of 2,000 per cent over the past four years. The report also revealed that the total estimated online spend during Q2 (May to July) was £24.2bn, with £8.7bn spent via smartphones and tablet devices.”

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