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Mobiles will influence £18bn of store sales in 2013

10 October 2013

Smartphones will influence £18bn of UK store sales this year, according to the latest research from Deloitte. In contrast, consumers will make only £5bn of sales directly on mobile devices (including both smartphones and tablets); less than a third of the value generated by mobile influenced store sales.

The research also found that those consumers who use their smartphone before or during their shopping trip are not only more likely to make a purchase, but also to spend more money. People who use their mobile whilst shopping spend 61% more, compared to the average trip. In addition, those who consult their smartphone beforehand spend 14% more.

Ian Geddes, UK head of retail at Deloitte, said: “The influence of mobile devices in the retail sector is rising at a rapid rate. Over 60% of UK adults aged 18 and over now own a smartphone and half of them use it to shop. Retailers need to recognise that mobile sites and apps are becoming their most important shop window.

“Those consumers using smartphones when shopping are also spending more money. The device is an effective tool for retailers to encourage customers to buy more products and upgrade to higher value items, at a time when profit margins remain under pressure. In the next few years, the value of mobile is only going to increase. The message from consumers is clear; they want to use their smartphones to shop and expect retailers to enable them to do so.”

The sectors enjoying the greatest benefit from the influence of mobile include electricals and furniture, with smartphones influencing 12.9% and 10.1% of store sales, respectively. Healthcare stores and pharmacies (4.7%) and clothing and footwear (7.9%) are experiencing relatively low influence, but are expected to increase quickly.

Ben Perkins, UK head of consumer business research at Deloitte said: “Even those categories that do not lend themselves to direct sales via mobile must recognise that customers will be consulting their smartphone to research, compare and ultimately decide who to spend their money with. If retailers are not accessible by mobile or do not deliver the same quality of customer experience that their target market expects, they risk losing out to their mobile-savvy competitors.”


Notes to editors:

Survey methodology
The research survey was commissioned by Deloitte UK and conducted online by YouGov in August 2013. The survey polled a nationally representative sample of 2,000 adults.

Mobile influence Factor
The mobile influence factor is a proprietary methodology calculated for each store category using survey data on the consumers who own a smartphone and how frequently they use their smartphone to aid in-store shopping. The mobile influence factor for each category is weighted by % of total retail sales attributed to that category to calculate the aggregate mobile influence factor.

About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms.

Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see for a detailed description of the legal structure of DTTL and its member firms.

The information contained in this press release is correct at the time of going to press.

Member of Deloitte Touche Tohmatsu Limited.

Media contacts

Rebecca Holmes
Deloitte LLP
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020 7303 8940/07790 005 553

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