45 per cent of UK consumers have made donations via a mobile device in the last year, despite 75 per cent of charities not offering apps that can receive donations.

According to a report from Episerver, a marketing and commerce platform, consumers aged between 25 and 34 years are the most likely to donate to charity via a mobile device – with 25 per cent of them making a donation at least once a week. On the other hand, 74 per cent of over 55s have never made a donation through a mobile device.

“Now more than ever, mobile payment is playing a huge role in both marketing and the day-to-day activities of consumers. Already, many of us have grown accustomed to purchasing food, clothing and travel using mobile payment apps; charitable donations are simply the next step in this evolving trend,” said Joey Moore, director of product marketing at Episerver.

“Charities and non-profits have a big opportunity to use mobile technologies for maximum impact. As a generation of mobile-first consumers emerge, those organisations that fail to develop mobile-friendly websites or quick-pay apps will increasingly lose out on potential donations and future long-term patrons.”

The research into the mobile habits of 1,200 UK consumers also revealed that women are more likely than men to make donations via a smartphone or tablet, but men are more likely to do so frequently.