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As reported by eMarketer, along with unusually high temperatures, this British summer has seen a spike in eCommerce and mCommerce sales within the UK. Not only have eCommerce sales this June increased by 20% compared to the previous year, but between the months of May and June alone they have risen by 2.4%, the first such rise in over five years. mCommerce sales have seen an even more significant growth, with this June’s sales a 136% jump up from the year before and 8% up from May.

Mobile Devices

Conversion rates via mobile devices have risen from 1.27% to 2.03% since June 2013, with spending via tablets fast approaching that of desktops. Following these findings, eMarketer’s prediction is that tablet sales in the UK are set to overtake those of smartphones this year, despite there being far fewer tablet devices in circulation, as they seem to be opted for by UK consumers as a comfortable means of shopping. They expect that tablet retail mCommerce sales will represent near 70% of total mCommerce sales in the UK by 2017.

Driving Factors

According to a 2013 Deloitte survey quoted by eMarketer, younger tablet and smartphone users in the UK lean very clearly towards apps over mobile sites whilst shopping. Almost half of respondents between 16 and 24 years of age preferred apps whilst doing their shopping, as compared to 14% of those between 45 and 64.

Research suggested that the UK’s warm weather this summer has been driving this boom in eCommerce and mCommerce sales, with the clothing sector seeing a 29% rise compared to last year and home and garden products up 35%. Additionally, the weather has prompted many to considers holidays, with travel sales increasing by an estimated 15% compared to last year, and 4% compared to this May.

These findings emphasise the need for destinations and tourism organisations to not only be mobile ready and focussed, but to have an adaptive mobile strategy which allows them to react to and capitalise on one-off trends in consumer behaviour.

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