Mobile seems to have a powerful effect on people.
A recent study from the Internet Advertising Bureau (IAB) UK revealed that UK consumers have more of an emotional attachment with their mobiles than their South Korean and US counterparts, with 59 per cent of Brits claiming that ‘they couldn’t live without their handset’.
Now it seems mobile is even luring us away from out trusty PCs, with a new survey showing that Brits are slowly beginning to become less apprehensive when it comes to using their handset to buy goods. The report, which was conducted by bss digital, shows that around one in ten UK consumers who used a PC to do their Christmas shopping in 2011 are set to use their smartphone instead this year.
Consumers aged between 18 and 34-years-old, as well as those in London, were found to be the most likely to shun their PC in favour of their smartphone. A total of 19 per cent of young people said that they would switch allegiances to their handset, while 16 per cent of Londoners also revealed that they would no longer use their PC to shop and instead look and purchase gifts on their smartphone.
The study also shows that nearly a quarter (24 per cent) of those in the capital will be using their phone alongside other shopping channels to buy gifts this year, making them the most tech-savvy in the UK. Just over a fifth of consumers in Scotland will do the same, as well as 20 per cent in the south west, 19 per cent in the south east and 18 per cent in Wales. In contrast, those in the north west of England were found to be the least likely to go online shopping, whether it be via their phone or desktop computer.
Conducted in partnership with Opinium, the study also urged retailers to heed the findings of the report and ensure that they have a mobile optimised-website to capitalise on consumers growing demand to shop on the go.
“Our survey found that nearly ten million people use a smartphone or tablet computer to do their Christmas shopping In today’s tough commercial climate, what company can afford to miss out on even a fraction of that business?” said James Southgate, client services director at bss digital.
“But that’s exactly what some businesses are doing by not having websites which are mobile friendly. If a website is not compatible on a handset, a competitor is just a click away.”
The report follows the publication of figures from business advisory firm Deloitte which found that smartphone shopping will directly influence £3.5 billion of retail sales this Christmas. According to the forecast, a total of £330 million worth of goods will be purchased on smartphones, as well as an additional £500 million on tablets.
However, smartphones are set to influence a further £3.2 billion worth of purchases, as consumers conduct research and compare prices on their mobiles.
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