Another significant finding was the the penetration of mobile in the UK market’s e-retail sales has soared by 2900% since the beginning of 2010. At that point mobile represented just 0.4% of e-sales, compared to 11.6% in the recent quarter.
Finally, the research indicated that consumers are becoming more demanding when it comes to engagement with mobile sites. The visitor bounce rate for Q2 rose to 29%, the highest level in over 2 years, suggesting that people are more discerning when they arrive at a site.
Tina Spooner, Chief Information Officer at IMRG said: “With the phenomenal growth seen in m-retail sales and visits, inevitably this also impacts the website visitor bounce rates, with fickle consumers easily able to compare and browse across multiple websites before completing a purchase.”
Chris Webster, vice president at Capgemini hinted at the ever-growing importance of mobile technology and the future approaching: “The mobile device will be the must have item when you leave the house; just imagine when your passport and driving licence can also be held (or accessed) through the device.”
But, in a moment of stark realism he added: “One final hurdle to clear: what happens when the battery goes flat?”