Summary: Mobile shopping is becoming more popular as a result of 4G technology.
Following the rollout of faster internet speeds with 4G connectivity, the popularity of mobile shopping is on the rise.
According to a new survey of 2,000 eDigitalResearch and IMRG customers, more than one-third (23 per cent) of smartphone owners are either likely or very likely to buy more items from their handsets as a result of being able to load up web pages quicker.
It was also revealed that 39 per cent of respondents have already used their device to make a purchase and this number is sure to keep on increasing as more people benefit from 4G mobile internet throughout this year.
This could be great news for mobile marketers working with a major retail brand who are planning to focus their campaigns around the mobile channel in future.
Indeed, over three-quarters of consumers questioned with 4G said they access the internet from their phone while they’re out and about, compared to just half of 3G smartphone users.
Derek Eccleston, commercial director at eDigitalResearch, explained the introduction of superfast internet looks set to have a considerable impact on retail markets, with consumers relishing in a better browsing experience and faster checkouts.
He added: “Whilst the thought of this might scare some, brands need to embrace this next step of the mobile revolution and ensure that their entire end-to-end customer journey across all channels is set for more mobile.”
The research discovered nearly two-thirds (62 per cent) of people with 4G-enabled devices use their enhanced mobile internet to scan barcodes and compare prices, while only one in five 3G smartphone owners do said they do the same.
However, despite 4G users are typically more engaged with their handsets than their 3G counterparts, adoption of 4G technology is still in its early stages and just 14 per cent of handsets have superfast capabilities.
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