The share of UK retail transactions completed on a smartphone (apps excluded) increased by 18 per cent in Q3 2017 compared with the same period last year, new research has shown.

The Criteo figures also found show that tablet usage decreased considerably (13 per cent) during the same time period, as smartphone screens continue to grow in size.

Both in the UK and globally, the retail vertical that enjoyed the largest gains in mobile transaction growth compared to third quarter 2016 is health/beauty, increasing from 46 per cent to 58 per cent.

Of those transactions that occur on mobile devices almost three-quarters (63 per cent) occur in-app and 29 per cent of UK desktop sales are preceded by a click on a mobile device.

Jonathan Opdyke, chief strategy officer at Criteo, said: “The findings of our Global Commerce Review reaffirm the need for retailers to adopt omnichannel strategies.

“The research also strengthens our commitment to growing Criteo’s Commerce Marketing Ecosystem so brands and retailers can apply the massive amounts of data collected at each phase of the shopper journey—on all screens and in stores—to engage shoppers wherever and whenever it’s most impactful.”

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