Online retail sales made via smartphones grew 18.9 per cent year-on-year in December 2017, while sales on the device increased from 36 per cent to 41 per cent between 2016 and 2017.
According to research from online retailer Mobiles.co.uk, desktop orders fell from 47 per cent to 45 per cent year-on-year in December 2017 and tablet sales decreased from 17 per cent to 14 per cent during the same period.
In addition, 88 per cent of shoppers now carry out research on their smartphone before making a purchase.
Supporting data from Google shows that 76 per cent of people who search on their smartphone for something nearby will then visit a related business or retailer within a day, and 28 per cent of those searches result in a purchase.
In addition, smartphone users searching for products on their handset are twice as likely to be using mobile-optimised sites rather than shopping apps.
Meanwhile, data by YouGov showed that 23 per cent of UK adults make a purchase online at least once a week.
“Smartphones have changed shopping habits, and we believe for the better,” Mobiles.co.uk mobile expert Andrew Cartledge said.
“They allow consumers to shop 24 hours a day, seven days a week. Our own results showing that while orders on smartphones have increased, which is in-line with general trends of smartphone use.
“The way consumers use smartphones has influence across the research, consideration and order touch points of a consumer’s journey.”
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