Smartphone purchases account for 54 percent of UK retail transactions, study finds

Retail purchases made on smartphones have seen a 66 percent increase in Q1 of 2018 compared to Q4 2017 according to marketing technology company Criteo’s Global Commerce Review.

The research also showed that mobile devices accounted for over half (54 percent) of retail transactions in the UK. Shopping apps are helping to drive mobile usage as, on average, European retailers who have a dedicated app saw mobile account for 25 percent more of their transactions than those who don’t.

Shopping apps were shown to generate conversion rates three times higher than on mobile web for UK retailers and globally, in-app transactions have increased by 22 percent year-over-year.

The study also showed that despite representing only seven percent of all customers, omnichannel consumers were responsible for 27 percent of all sales.

Jonathan Opdyke, chief strategy officer, Criteo said: “Our latest study shows continuing shifts from desktop to mobile shopping, as well as from retailer websites to apps. Today’s shopper is on-the-go and researching across multiple screens, requiring a cohesive, data-driven approach to intersect and influence buying decisions.

“For retailers with physical stores, app adoption and improved data infrastructure are opening new horizons in omnichannel marketing, with online and offline blending into a seamless and measurable shopping journey.”