M-commerce almost doubles in 12 months

New research from eDigitalResearch and Portaltech Reply suggests that 32 per cent of smartphone shoppers are using their mobiles to make a purchase on a weekly basis. This number has almost doubled in the past 12 months, with an additional 25 per cent of smartphone shoppers now purchasing items every month.

eDigitalResearch and Portaltech Reply have been running an annual study into UK consumer’s mobile shopping and browsing for the past four years.

The research also found that smartphone owners are increasingly using their mobile devices in-store to help aid purchase decisions when outside the home. Sixty-eight per cent said that they have used their mobile to browse, shop or find product information when out shopping, a number which has grown from 36 per cent in the past 12 months alone. Of those, 20 per cent used their mobile just to make a purchase in-store.

Derek Eccleston, commercial director at eDigitalResearch, explains: “It is extremely clear from this latest set of results that mobile devices are playing an even bigger part in consumer shopping journeys and are especially starting to have a bigger influence on purchases made while out shopping.

For the first time, the research also surveyed tablet device owners to better understand their shopping and browsing habits. The results suggest that shopping is one of the most popular tablet related activities; 90 per cent of tablet owners have used their device to browse websites, while 79 per cent have made a purchase.

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