14/11/11
By Karen Moss
Nearly a quarter of consumers (24 per cent) have used their smartphone to access websites while out shopping. This is according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG, which shows customers are taking advantage of free WiFi in stores.
Emails, retail websites and social media sites are the most popular to visit, with 59, 50 and 48 per cent of consumers respectively saying they have accessed these when shopping on the High Street.
And 62 per cent of these have accessed a mobile retail site while in the store of another retailer, marking both a threat and an opportunity for High Street and multi-channel brands. Of these, an overwhelming 71 per cent said that they did so to check if they could get a product cheaper elsewhere. Another 14 per cent said that they did so to read customer reviews, while just four per cent said they were looking at other retailers’ sites for a similar product.
Perhaps more importantly, 40 per cent of these browsers have gone on to make an actual purchase.
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