"Purchases made via mobile devices will account for a rapidly growing share of UK retail ecommerce sales and are expected to contribute to strong growth this year, according to eMarketer’s latest estimates. In 2015, a third of all online sales in the UK will take place via smartphones and tablets; by 2019, that figure will rise to over 40%.
“That mobile is playing an increasingly important role in the retail shopping habits of UK consumers is without question, be that via smartphone, phablet or tablet. What this demonstrates, though, is that digital shopping and buying long ago entered the mainstream for most UK consumers, and buying via mobile is just the next step. Indeed, device-agnostic buying, thanks to users’ familiarity with these various device types, is becoming the norm,” commented Bill Fisher, analyst at eMarketer."