By Karen Moss
Research, commissioned by Tradedoubler and carried out by Forrester Consulting, found that over 71 per cent of smartphone users research potential purchases via mobile. The survey of 2,000 smartphone users in the UK, France, Germany and Sweden also revealed that 53 per cent buy goods and services on their device.
Survey results for tablet owners demonstrated the immense power of this new platform, with 40 per cent of users researching a potential purchase and 33 per cent going on to complete a transaction. Tablet users are among the highest mobile spenders, with the average highest amount spent quoted at £185 compared to £113 on mobile.
Forty-two per cent of users compare prices on their phones in-store and 13 per cent switch stores after spotting a more attractive offer elsewhere. Location-based offers or vouchers, however, help to secure the interest of a fifth of potential buyers.
Overall, one in four mobile research sessions ends with a purchase being completed on the phone itself.
The research revealed that the lack of mobile-optimised sites – ones that are clear, tailored, quick and easy to navigate - is a headache for more than a third of European consumers. A quarter (26 per cent) of respondents said they would buy via mobile more frequently if websites were optimised.
Around half of those surveyed across all four countries were concerned about the security of mobile as a payment platform, but 42 per cent of smartphone owners are interested in using their device as a mobile wallet if it were available.