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There’s been a huge increase in the volume of traffic arriving on transactional websites via mobile devices. We’ve set-up a series of optimised websites for our clients, in response to patterns we’ve seen emerging in the wider industry for some time.

Dr Paul Gibson
Chief Executive
PureNet

Follow @PureNet on Twitter

Mobile search queries double as consumers shop via smartphones

RETAILERS are set to break records for m-commerce transactions in the Christmas trading period, experts predict. Of all search queries, 15 per cent take place on mobile devices, up from 7 per cent last year, according to new research that highlights the growing importance of mobile as a marketing channel.

Mobile search queries have doubled as consumers shop via smartphone.

Smartphones accounted for approximately 7 per cent of all paid-search clicks in the UK in the third quarter, according to the research. Tablet devices, including iPads and Android devices, accounted for 3 per cent, up from 1.5 per cent in the previous quarter.

The total number of UK mobile web users is expected to reach 30m by the end of 2012. The launch of the new iPhone, as well as numerous new Android-powered smartphones, is expected to further boost m-commerce.

The growth in people using their mobile for searching for information and buying goods and services, together with increasing consumer confidence, means that some retailers will exceed expectations for m-commerce transactions this Christmas.

PureNet’s chief executive, Dr Paul Gibson, said: “There’s been a huge increase in the volume of traffic arriving on transactional websites via mobile devices. We’ve set-up a series of optimised websites for our clients, in response to patterns we’ve seen emerging in the wider industry for some time.

“The capabilities of mobile technology is moving fast, introducing ‘voice search’ and ‘visual search’ to help consumers find – and buy – via their smartphones more easily.”

In separate research published by Forrester, UK consumers were found to use the mobile internet more often than their European counterparts. Nearly a third (33 per cent) of UK adults use the mobile internet at least once a month, compared with the European average of 19 per cent.