Mobile commerce grows 66%, driven by smartphones and 4G
Over the past five years, every quarter, eDigitalResearch have been researching smartphone ownership and mobile behaviour amongst UK consumers.
Results show that over half (54%) of mobile owners browse for items on their smartphone on a regular basis with around one third (36%) going on to make a purchase. As mobile technology has continued to develop, consumers’ confidence in the channel has grown — more and more of us are turning to our devices as part of our shopping journeys.
Tracking also reveals that clothing and footwear products have grown to become the most popular items to purchase via a mobile device. Like the growth of online shopping, the rise of mCommerce followed a similar pattern — consumers started by purchasing smaller items before progressing to larger, more expensive purchases.
Derek Eccleston, Commercial Director at eDigitalResearch, comments, "Smartphones have had a fundamental effect on all shopping journeys, not just online, but in store as well. Our tracking over the years has revealed that over one third (36%) of consumers now use their mobiles when out shopping to check product and customer reviews alone. As Shop Direct’s Alex Baldock suggests, by 2015, every transaction could involve a mobile device at some point in the shopping journey — it signals the importance for retailers to optimise every part of their customer experience — from online to in store."
Throughout the past five years, eDigitalResearch have also been researching emerging technologies. Insight shows that developments, such as 4G, have had a positive impact on the mCommerce revolution — over two thirds (68%) of 4G users felt that faster access to the internet actually encouraged them to make more purchases from their smartphone.
eDigitalResearch also investigated the likely effects of the introduction of Beacon technology. When asked in early 2014, almost half (54%) of smartphone owners would be "very willing" or "somewhat willing" for retailers to send personalised messages to their phones.
Derek continues, "Beacon technology has the ability to drive the mCommerce revolution onto the next level. They open up the potential for retailers to send personalised, location-based content to smartphone owners via apps as they wonder past a store — it’s the final piece of the jigsaw when it comes to multichannel. A mobile device is something truly personal and unique to each of us — all browsing and purchase history usually relates to just one person. With the introduction of beacons, retailers are finally able to offer a truly personalised mobile experience."
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