Mobile sales rose by 133 percent year on year in August to £1.6bn, underlining the huge growth in consumer awareness and confidence in shopping on smartphone and tablet devices.
The figures, from Capgemini consultancy and UK online retail association IMRG, also found that overall online sales rose by 18 percent in August 2013, compared with the same period in 2012. This is a double increase on the nine percent rise seen in July 2013 when compared with 2012.
This equated to online sales worth £6.8bn for August 2013 compared with £5.79bn in August 2012.
Chris Webster, head of Retail Consulting and Technology at Capgemini, told V3 that the rise in mobile sales, from £674m to £1.5bn, was due to a number of factors over the last 12 months.
“Firstly, the adoption of tablets and smartphones in general is rising all the time and this means sales are rising. Secondly, people are more confident using devices like this to make purchases, especially tablets,” he said.
“Furthermore, firms are now redesigning their sites for mobile devices to offer an optimised shopping experience. Rather than trying to reskim their desktop site they are offering an improved customer journey.”
The rise in sales helped the average basket price for online sales rise from £72 to £77 between July and August. Webster said this figure showed that confidence in the economy is returning.
“Increased confidence leads to higher retail sales, especially with big ticket items,” he added.
The rising digital sales figures back up those from businesses such as Marks & Spencer, Ocado and Argos, which have all seen rising online sales as they move to become complete multi-channel retailers.
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