One in three UK consumers have tried shopping using the web on their mobile phone but 28 per cent of those have found it a difficult way to shop.

According to research by ATG, 24 per cent think offering mobile-only offers and incentives will encourage adoption. Despite the growing popularity of mobile applications, just 15 per cent of UK consumers feel developing specific commerce-related applications would entice them to shop using their mobile. Other findings include: 39 per cent would be more likely to shop using their mobiles if retailers provided secure and easy payment services; 24 per cent think offering mobile-only offers and incentives will encourage adoption. Respondents also said that barriers to mobile commerce adoption include: unclear pricing - 34 per cent and slow network speeds - 27 per cent.

"There's no doubt purchasing patterns are changing and mobile commerce will be more common in the future. But there is a still a lot of work to be done by operators, handset manufacturers and retailers alike to make mobile shopping a reality," says Frank Lord, managing director, ATG EMEA. "Offering more affordable smartphones, faster networks and clearer pricing will help telcos and handset manufacturers tap into this emerging industry. While retailers need to address security and payment services to ensure mobile commerce is incorporated into overall commerce strategies. What's most important is customers receive a seamless commerce experience from anywhere whether it's in-store, online, by phone or via the mobile internet. Personalising services and channels for customers will ultimately deliver the type of shopping experience they want."

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