(0) Items

Tel: 01483 721100

Search This Site

One in four UK consumers uses a smartphone while shopping

24% of U.K. consumers have used a smartphone to access web sites while shopping, according to a new study. 59% of these consumers have accessed e-mail, 50% retail web sites and 48% social media sites, says the survey of 2,000 U.K. consumers from eDigitalResearch and IMRG, an online retail association.

Of consumers who have accessed a retail site while shopping, 62% while in a store have gone to the mobile site of a competitor. Of these, 71% say they did so to check if they could get a product cheaper elsewhere. Another 14% say they went to the competitor's site to read customer reviews.

40% of U.K. consumers using a smartphone while shopping ultimately made a purchase in-store, online or via mobile, the study finds.

Mobile is increasingly becoming the cement between stores and web sites, says Derek Eccleston, research director at eDigitalResearch. DFD