The devices consumers are using for online shopping are changing, with GlobalData research forecasting that mobile spend will rise 88.3 per cent to 2023.

Survey data of 10,000 UK online shoppers in October 2018 revealed that 61.4 per cent of consumers preferred to use retailers' apps, as opposed to mobile-optimised websites.

The data and analytics company’s new report stated that retailers need to ensure their apps are delivering content which appeals to shoppers to drive loyalty and capitalise on impulse purchases, which often characterises mobile shopping.

Last month, Shop Direct reported that mobile shopping grew by 12.7 per cent, accounting for 79 per cent of the group’s online sales during the seven weeks to 28 December 2018.

Hannah Thomson, senior retail analyst at GlobalData, comments: “Retailers must invest in building or enhancing their apps to tempt customers to download them over those of their rivals, in order to drive loyalty – this is especially key for retailers targeting a younger demographic.”

However, the report also found that security concerns inhibit consumers’ use of mobile devices for purchases outside of the home. This is especially true for older consumers, as 62.3 per cent of consumers over 65 said they were not confident their details would remain secure when using a smartphone to shop outside the home.

Retailers - particularly those with an older core customer - should begin to consider how they can alleviate these concerns to capture further spend, urged GlobalData.

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