In the UK, mobile was found to account for 9.1% of all e-commerce sales with mobile accounting for only 4.6% in the U.S.
According to Rich Relevance’s 2012 Q1 Shopping Insights Mobile Study, the average shopper purchased £109.68 on mobile devices overall. The iPad was the most used device, accounting for 82% of all mobile spending.
When it came to which type of mobile device used to make purchases Apple products dominated in the UK. The average purchase on an iPhone was £135.63 and the average on the iPad was £111.41, showing Apple mobile devices were used more for purchases than mobile devices overall.
In the United States, the average shopper spent $158 on an iPod compared to $105 on other mobile devices and $104 on the iPhone and iOS devices.
Darren Hitchcock, vice president of UK and European territories at Rich Relevance says consumers now expect high quality experience when shopping on a variety of mobile devices.
"Today’s consumers visit retail websites from multiple platforms throughout the day," said Hitchcock. "Whether they are shopping from their desk at work, browsing on their mobile phone while in the queue at lunch or making a purchase at home in the evening from their iPad, they expect a consistent experience that is optimised for any device they choose."
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