Shop Smarter: Smartphones Reign as the Ultimate Online Buying Tool

Smartphones Take the Crown in UK Online Shopping – The Mobile Revolution Unfolds

It turns out that the ever‑busy 2024 has kicked a big milestone: UK shoppers are buying more online through their phones than they are on desktops or tablets. The Capgemini e‑Retail Sales Index from IMRG confirmed this, showing 40.4 % of sales came from smartphones during the winter peak, compared to 39.7 % from desktops and a modest 19.9 % from tablets.

December 2018: A Game‑Changing Moment

Remember back in December 2018, when smartphones suddenly captured over 70 % of all mobile device sales? That was the first time the phone beat the tablet in the mobile arena. The other 30 % stuck with tablets.

Mobile‑First Shopping: An Eye‑Opening Trend

During Q4 a whopping 74.3 % of site visits were via mobile, leaving only 25.7 % from desktops.
In 2015, the split was far more balanced – you’d still see a healthy chunk of visits on desktops.
Typical office hours see a heavier desktop presence, as people stick to their workstations.

Why Phones Are Winning

Andy Mulcahy, strategy and insight director at IMRG, described it as a “significant step” in smartphones becoming the go‑to device for everyday life. He reminded us that although the iPhone debuted in 2007, it wasn’t until late‑2015 that shoppers fully embraced buying on their phones.

Smartphones vs Other Devices

Lucy Gibbs of Capgemini Invent added that smartphones are uniquely positioned to be omnichannel. They’re where customers already are, making them the perfect spot to guide the shopping journey. Mobile banking, in‑app purchases, and an optimized mobile site experience all help shoppers feel confident buying on their phones.

Despite leading in revenue, smartphones still lag in conversion rates behind tablets and desktops. Still, the influence of mobile on buying decisions is immense, even if the actual purchase happens on another device.