Amazon has taken top spot in a list of the UK’s leading etail mobile sites after notching as strong growth in mobile traffic as it recorded on its desktop sites.
Amazon UK took the top spot in the first ever IMRG-Experian Hitwise Mobile Hot Shops List which showed Amazon.com came third. Between both sites, Amazon accounted for 10% of all mobile visits to retail sites in April 2013 and Argos, which came second, received 2.3% of visits.
IMRG and Experian said there are few differences between the mobile and desktop sites, but notably, Apple does not appear on the mobile list but takes second place in the desktop list.
It said this suggests that users have a stronger tendency to browse and download music into iTunes on their PC before transferring it on to a mobile device.
IMRG chief information officer Tina Spooner said: “Mobile commerce continues to record triple-digit growth and now accounts for 20% of the UK online retail market, having grown from less than 1% in 2010. Mobile visits to e-retail sites now account for almost one in three online retail visits in the UK which reflects a changing attitude among consumers.”
The IMRG-Experian Hitwise Hot Shops List showed Amazon UK was again the top desktop website, while Amazon.com came fourth, gaining a place on last year.
The list showed the highest risers were technology retailer Carphone Warehouse which jumped 25 places to 42 and online streaming service Netflix, which rose 22 places to 12.
The list said the collapse of Blockbuster seems to have driven LoveFilm, Cineworld Cinemas and Netflix up the rankings against last year.
Experian Marketing Services digital insight manager James Murray said: “Technology is changing our lives and with smartphone penetration in the UK approaching 60% of the population, mobile shopping is rapidly expanding.”
Murray added that overall UK internet visits are up 30% year-on-year for the first quarter of 2013 and the UK spends 10% of their time shopping online.