Mobile integration ‘now critical for retailers’

A quarter of UK consumers use smartphones or tablet over any other device when completing online purchases, highlighting the importance for retailers to optimise their mobile platforms, according to a new study.

Research from e-commerce firm Tryzens found that 75 per cent of UK consumers now own a smartphone and 61 per cent own a tablet or iPad. Almost a quarter of survey respondents (24 per cent) stated that they prefer to make their online purchases via a smartphone or tablet rather than through a laptop.

The research also revealed that social networks and retailer-specific shopping applications were seeing increased consumer engagement, representing a growing share of user shopping activity that aligns with the mobile experience.

Andy Burton, CEO of Tryzens, said: “With consumers spending more and more time on their smartphones, using them to bridge their interaction with every aspect of life, including a growing preference for shopping online, retailers are compelled to change the way they design e-commerce customer experiences.

“The advances in smartphone technology, and the digital transformation of retail business systems has enabled users to have richer, easier, more seamless omnichannel shopping experiences via the convenience of a mobile device.”

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