Data from performance marketing tech firm Criteo found that 48.9% of ecommerce transactions in the first quarter of 2016 were on phones or tablets – up from 43% in the same period last year.
Despite Android enjoying a larger market share, Apple devices dominated mobile ecommerce transactions. The iPhone now makes up 19% of all transactions (equivalent to 39% of those on mobile devices) – which is up from only 12% last year.
The iPad’s share, meanwhile, has fallen from 20% to 17.1%. A similar pattern can be seen in Android devices, with the share of purchases on phones increasing, and on tablets decreasing.
The data also showed an increasingly complex technological world, with 39% of transactions now involving more than one device along the path to purchase.
"Consumers now expect a highly personalised experience at all stages of the purchase journey" said Jon Buss, the managing director for Northern Europe at Criteo.
Buss added: "With mobile now accounting for almost half of all ecommerce transactions in the UK, the successful retailers will be those who can target people rather than devices, delivering tailored and personal shopping experiences that span digital and in-store."
Alongside the data Criteo published a report looking at how ecommerce will evolve over the next ten years. Among other projections, it predicted the number of people worldwide paying for things with mobile devices would rocket from 453m in 2014 to 2.07 billion by 2019 – while the total value of all transactions would increase 14-fold in the same period from $51bn (£35bn) to $693bn.
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