Crunch time for mCommerce strategy as 96% now browse via mobile

Driven by smartphone penetration and access to 4G, mobile internet usage has increased exponentially in the last few years according to the ONS’s Internet Access- Households and Individuals 2015 report published this morning.

Ninety six per cent now access the internet through a mobile phone, more than doubling from just 24 per cent in 2010. At the same time, 76 per cent of all adults in the UK made a purchase online in 2015, up from just 53 per cent five years ago.

Dan Wagner, eCommerce veteran, Founder and CEO of Powa Technologies, believes the increasing popularity of technology is changing the way we shop for good.

“The rapid increase in personal internet access has transformed many aspects of our lives, but perhaps none more so than how we browse and purchase goods and services.  The vast majority of the population now shops online, with over 12 per cent of all retail sales coming through eCommerce in June.”

“The advent of the smartphone and access to reliable mobile internet has changed the landscape completely in the last five years. In today’s always-on, mobile-driven culture, it seems hard to believe that only 24 per cent of people accessed the internet via mobile in 2010.

“The writing has been on the wall for many years now, but a surprising number of brands and retailers have still not adapted their strategies to match consumer demand. People have become accustomed to the ability to browse and buy on a whim, and time is running out quickly for those brands without a comprehensive mobile strategy.”

Dan adds: “It is not enough to simply provide an online store – brands must seek out new ways to attract and engage their customers through mobile devices wherever they are, whether walking past a shop window, waiting for a bus, or browsing online at home.  Mobile engagement also holds the key to uniting online and physical sales, creating a single seamless experience to match consumer expectations. As both mobile internet access and smartphone ownership reach saturation point, retailers have the opportunity to move the shopping experience beyond the rigid and outdated queuing and paying structure.”