mCommerce will account for £920m of the £4.6bn spent online over the two peak shopping weeks in the run-up to Christmas, according to a forecast by IMRG and Capgemini. That’s up 15 per cent on the same period last year.
In Q1, 2012, 8.2 per cent of all eCommerce sales were made through a mobile device – by the end of Q4, the companies anticipate that figure reaching around 20 per cent.
“What we are seeing in this forecast is a shift in the way that consumers interact with brands online,” said IMRG chief information officer Tina Spooner. “While it is still common for consumers to browse the shops at weekends before making the final purchase online at Monday lunchtime, we are increasingly seeing the popularity of second screening, where people browse on their mobile devices in front of the TV. Our recent research with eDigitalResearch found 80 per cent of smartphone and tablet owners use their devices in this way, so we can expect to see that 20 per cent share continue to grow in 2013.”