Smartphones have enabled shoppers to be permanently plugged in and 'ready to shop'

According to the findings, two-thirds (64 per cent) of smartphone users using their device to shop primarily do so at home, nearly a fifth (19 per cent) shop on the move/travelling, with nine per cent of mobile shoppers shopping on their device while in a physical store and eight per cent shopping via their handset while in work.

Unsurprisingly, the younger generation were revealed to be those most likely to shop using their smartphone (37 per cent of 18-24 year olds and 38 per cent of 25-34 year olds have done so). Of those aged between 35-54 years old, 27 per cent have purchased something using a smartphone, and 19 per cent of over 55s have placed an order with a smartphone. However, tablets were found to be more appealing to the older generation, with the 55+ age group more likely to own a tablet (59 per cent). Over half (60 per cent) of over 55s said they had used their tablet as part of the shopping process with 34 per cent completing transactions via tablet.

Bargain hunting and looking for special offers/discounts were found to be popular activities among smartphone shoppers with 35-54 year olds most likely to use smartphones to compare and check prices. Younger shoppers (18-24) appeared to be the savviest, with 36 per cent using their smartphone to look for discounts.

Over the last 12 months the findings show that the way in which devices are being used for shopping has converged significantly; in 2012 there was an eight per cent difference between smartphones and tablets and the way they were used to gather ideas. Today that figure has shrunk to two per cent and there is no longer any difference in device usage for getting advice. In 2012 Shoppercentric found a 20 per cent difference between the devices on which shoppers would use to buy items, in 2013 this has dropped to just one per cent.

“Our findings imply that it’s the immediacy of a smartphone that is so attractive to shoppers since they literally have it with them at all times - always being charged and switched on. It’s also great for remembering you need something and buying it wherever you are, or taking a picture to recall later – something that more mature users acknowledge is particularly useful,” commented Danielle Pinnington, managing director at Shoppercentric.

“M-commerce is undoubtedly transforming the retail landscape at an unprecedented rate and smartphone usage is at the heart of this change. The smarter brands and retailers are already adapting their integrated marketing plans to ensure m-commerce is a strong touch point in the purchase process – those that don’t do so at their peril since they risk losing out on significant market share and failing to attract a new generation of shoppers.”