Consumers 'increasingly buying through their mobiles'

People in the UK are increasingly choosing to shop online through their mobile devices, it has been suggested.

Andrew McClelland, chief of operations and policy Interactive Media in Retail Group, noted the age of escalating mobile commerce uptake has already begun.

Speaking at the Technology for Marketing and Advertising Manchester event, Mr McClelland explained many retailers in the clothing industry in particular are starting to see marked growth in this area.

He stated: "They're now seeing 15 to 20 per cent of their total online levels coming through a mobile device and the levels of growth you're seeing are just astronomical."

Consumers looking for the greatest ease of use when shopping online may therefore find their mobiles offer them a suitable option that allows them to buy on the move.

And it could be that the number of people using handheld devices to buy goods is set to continue at a marked pace, as Mr McClelland noted smartphone purchases are being encouraged throughout the industry.