Skip to Content

IMRG Capgemini Quarterly Benchmarking: New iPhone gets mobile penetration rising again

09 Dec 2015

London – The percentage of online sales made through mobile devices (smartphones and tablets) rose again in Q3 2015*, reaching 45% after stalling at 42% in the previous two quarters, according to the latest results from the IMRG Capgemini Quarterly Benchmarking – the first time it had not risen since we started tracking in 2010.

Visits to retail websites on mobile devices reached 63% in the same period, up from 60% in Q2 2015.

It is likely that the release of the new iPhone 6 in September provided a boost to mobile penetration, as these devices are increasingly being used for a range of activities including browsing and shopping.

While conversion rates are growing on smartphones and tablets, not surprisingly the highest bounce rate recorded was via smartphones (35.4%). These devices also have the highest checkout abandonment rates – a full 52% higher than that on desktop / laptops.

Q3 also saw a record high for the percentage of click and collect orders for multichannel retailers, at 23% of online sales and up from 18% in the same period last year.

Tina Spooner, chief information officer, IMRG: “With almost two-thirds of traffic to retail websites now coming via mobile devices, it is clear that smartphones and tablets are now the preferred choice for the majority of online shoppers. The launch of the iPhone 6S and 6S Plus appears to have had a positive impact on m-retail penetration, with 45% of online sales now coming via mobile devices during the third quarter, up from 37% during the same period last year. Significantly, a tipping point was reached for apparel retailers, with smartphones and tablets now accounting for half of all ecommerce sales.”

Alex Smith-Bingham, Head of Digital, Consumer Products and Retail, Capgemini: “Thanks to the advanced functionality of today’s smartphones, m-commerce has come a long way in a relatively short amount of time. Utilising the available technology retailers are able to create a more intuitive, frequent and convenient experience than on a PC, so it’s no surprise more customers are choosing to make purchases on their smartphones.”

Editors Notes:

* The quarters run as follows:

– Quarter 1 – February to April

– Quarter 2 – May to July

– Quarter 3 – August to October

– Quarter 4 – November to January

The figures above are all taken from the IMRG Capgemini Quarterly Benchmarking, an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. The Quarterly Benchmarking tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.

Around 40 retailers currently participate in the IMRG Capgemini Quarterly Benchmarking, including B&Q, Ben Sherman, Blacks, Brora, Cartridge People, Clarks, Debenhams, Deckers, Dunelm Mill,, Freeman Grattan Holdings (Freemans, Grattan, Look Again, Kaleidoscope, Curvissa, Swimear365, Witt International UK), Get The Label, House of Fraser, JD Sports, John Lewis, LK Bennett, M and M Direct, Marks & Spencer, Millets, Moss Bros, New Look,, River Island, Schuh, Screwfix, Silentnight, Size, Sparkling Strawberry, Spirit Boutique, The Body Shop and The White Company.

About IMRG

For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of e-retail in the UK. We are a membership community comprising businesses of all sizes – multichannel and pureplay, SME and multinational, and solution providers to industry.

We support our members through a range of activities – including market tracking and insight, benchmarking and best practice sharing. Our indexes provide in-depth intelligence on online sales, mobile sales, delivery trends and over 40 additional KPIs.

Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets – both domestically and internationally.

About Capgemini

Now with 180,000 people in over 40 countries, Capgemini is one of the world’s foremost providers of consulting, technology and outsourcing services. The Group reported 2014 global revenues of EUR 10.573 billion. Together with its clients, Capgemini creates and delivers business, technology and digital solutions that fit their needs, enabling them to achieve innovation and competitiveness. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.

Learn more about us at

Rightshore® is a trademark belonging to Capgemini