Over half of UK smartphone owners use their devices while shopping

55% of UK shoppers use their smartphone when shopping according to the “Agile Consumer 2013” report, commissioned by Cheil Worldwide.

Smartphone usage has become the norm in the UK. 70% of those asked by Chiel’s survey replied they do in fact use a smartphone while shopping to see potential online pricing and compare prices between online to brick and mortar establishments. While researching and comparing prices, 17% of mobile users visited online relater’s mobile websites.

Mobile web browsing is not the only way UK shoppers are using their smartphones. 42% of mobile users reported using retailer applications for product browsing and price comparisons. 25% stated they use Mcommerce applications while commuting to work.

Smartphone usage in-store came became more common when visiting physical retail outlets. 55% of users pull out their phone when browsing items in brick and mortar establishments. 54% of these users used their smartphone to compare prices, 46% did product research via their devices, and 41% used their phone’s camera to take pictures of potential purchases.

Showrooming fared less popular with only 17% of those using smartphones while shopping purchased the item online. In other regions, showrooming has proven more popular, with Ecommerce firms such as Amazon offering showrooming applications for price comparison and purchasing.

Mobile advertisements proved to be effective with 72% of survey participants stating they would return to a certain store if tailored coupons and promotions were sent to their mobile devices. 73% stated they would buy additional products if they received some sort of mobile voucher or coupon to their mobile device.

In the UK mobile purchases is less popular than mobile shopping with only a 17% conversion rate. Over all 42% of UK smartphone owners have used their phones to purchase a product. These behaviors are expected to change as more UK residents switch to smartphones and tablets. It is expected that UK mobile device penetration will reach 81% during 2014.

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