Transactions via mobile devices are expected to account for 18% of the amount spent online by UK shoppers in 2014, a new study conducted by the Centre for Retail Research finds.
The biggest mobile shoppers in Europe, Britons are the most likely to browse online stores on their smartphones, with 28% of Brits buying items on their mobiles, the new research commissioned by RetailMeNot said.
By the end of the year Brits are expected to spend nearly £8bn using their tablets and smartphones, with overall European spending on mobile devices reaching £19.8bn.
RetailMeNot International senior vice president Giulio Montemagno said that the emerging m-commerce market today in Europe and the US resembles that of e-commerce in the early part of last decade.
"As smartphones and tablets have become increasingly sophisticated, more consumers are using mobile devices to shop.
"This is a trend we are seeing both in-store and online, with consumers using smartphones to research products, looking for voucher codes and making purchases.
"Our study suggests that purchases on smartphones and tablets could account for nearly a fifth of all online transaction in the UK this year and some £7.9 billion in sales."
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Last year, Brits accounted for £4.9bn online via mobile devices, more than 10% of Europe’s overall online spending of £38.8bn.
The report also forecasts that mobile shopping in Europe will rise by 85% over the next year.
"The study shows that mobile is now the key driver behind the growth of e-commerce," Montemagno added.
"While sales made on desktop or laptop computers are expected to grow by 9% in the UK in 2014, they are expected to increase by 62% on mobile devices."
"To take advantage of this shift, retailers must adapt by optimising their websites to mobile devices and ensuring payments are secure."
