40% of UK ecommerce is now mobile

It’s official. The IMRG has revealed that 40% of all online shopping undertaken in the UK is done on mobile devices.

The 40% number is up from 37% in Q314 and is an increase from 32% in Q413. We all know that that mobile buying is up but these are quite astonishing numbers.

The stats come from the IMRG Capgemini Quarterly Benchmark for the fourth quarter to the end of December last year.

So what of the devices? 25% of mobile ecommerce sales were made using smartphones and 75% came through tablets.

This isn’t surprising. We’ve written before about the trend for “double screening” which is where people are watching the box and also shopping on an iPad or the like. eBay, in particular, has noted it before. In a funny way, I wonder whether it’s not an understatement.

It’s a fascinating article. And it seems to us that it’s a trend that will only continue to burgeon.