Brits clicking on mobile more than desktop for the first time

Mobile devices (tablets and smartphones) have edged ever closer to centre stage of the consumers’ shopping experience, suggests new data from Marin.

Mobile now accounts for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.

The research found that tablet devices are most popular with UK consumers browsing products.

Smartphones experienced the largest increase in conversions; share of conversions on smartphones increased 6%. These high volumes of clicks and conversions point to consumers being more comfortable using mobile devices to complete purchases on the go, as advertisers improve the mobile shopping experience.

Marin’s data shows that while desktops continue to command the greatest share of conversions, (57% compared to 8.1% via smartphones and 25% via a tablet), the cost per click (CPC) is considerably higher than for a smartphone click.

Jon Myers, VP & MD Marin Software EMEA commented: “It’s interesting to see Brits forging ahead of the rest of Europe and the US in terms of tablet usage.

“However, the cost of clicks on these devices is still relatively high. The smart choice for advertisers in 2015 will be to optimise their spend toward smartphone devices – the rate of clicks goes up significantly every quarter but the cost has remained low compared to both desktop and tablets.”