New iPhone gets mobile penetration rising again, IMRG Capgemini Quarterly Benchmarking shows


The percentage of online sales made through mobile devices (smartphones and tablets) rose again in Q3 2015, reaching 45% after stalling at 42% in the previous two quarters, according to the latest results from the IMRG Capgemini Quarterly Benchmarking – the first time it had not risen since we started tracking in 2010.

Visits to retail websites on mobile devices reached 63% in the same period, up from 60% in Q2 2015.

It is likely that the release of the new iPhone 6 in September provided a boost to mobile penetration, as these devices are increasingly being used for a range of activities including browsing and shopping.

While conversion rates are growing on smartphones and tablets, not surprisingly the highest bounce rate recorded was via smartphones (35.4%). These devices also have the highest checkout abandonment rates – a full 52% higher than that on desktop / laptops.

Q3 also saw a record high for the percentage of click and collect orders for multichannel retailers, at 23% of online sales and up from 18% in the same period last year.

Tina Spooner, chief information officer, IMRG: “With almost two-thirds of traffic to retail websites now coming via mobile devices, it is clear that smartphones and tablets are now the preferred choice for the majority of online shoppers. The launch of the iPhone 6S and 6S Plus appears to have had a positive impact on m-retail penetration, with 45% of online sales now coming via mobile devices during the third quarter, up from 37% during the same period last year. Significantly, a tipping point was reached for apparel retailers, with smartphones and tablets now accounting for half of all ecommerce sales.”

Alex Smith-Bingham, head of digital, consumer products and retail, Capgemini: “Thanks to the advanced functionality of today’s smartphones, m-commerce has come a long way in a relatively short amount of time. Utilising the available technology retailers are able to create a more intuitive, frequent and convenient experience than on a PC, so it’s no surprise more customers are choosing to make purchases on their smartphones.”