Mobile commerce uptake in the UK has quadrupled in the last two years, with 64 per cent of smartphone owners now using their mobile devices to shop online, according to a new study released by market research firm eDigitalResearch.
UK m-commerce adoption is taking off, according to eDigitalResearch.
Commenting on the results, Derek Eccleston, head of research at eDigitalResearch, said the data confirms that m-commerce has revolutionised the way in which we shop and browse. "The growth of mobile is completely unprecedented and the rate of change that we've tracked over the past two years is alarming."
Two years ago the market research firm forecast that smartphones were likely to play an increasingly significant part in consumer's busy lifestyles. While 2011 saw great strides being made towards this, "these latest set of results demonstrate that this trend is now irreversible," said Eccleston. "It is therefore essential that all retailers and brands make their mobile channels as accessible as possible to maximise the potential that m-commerce has to offer".
Of note, eDigitalResearch said the results indicated that the growth of mobile shopping shows no signs of slowing down. Almost half (44 per cent) of the 1,000 smartphone owners surveyed said they would use their devices to browse more often in the coming months, with one third (31 per cent) claiming that they would then go on to make a purchase.
The study also found that security, clear navigational links and quick browsing remained key features for mobile shoppers, who also rated functionality and usability higher than branding and design.
- see this eDigitalResearch release
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