Smartphones predicted to be more disruptive to retail than the internet
A new report commissioned in order to assess the impact of smartphones on the retail sector has concluded that the technology has the potential to be more disruptive to the industry than the internet.
The Deloitte Consumer Review noted that smartphone penetration has now hit 72 per cent; a 14 per cent increase on the past 10 months alone, transforming the tech from an afterthought to a business priority in the process.
This change is manifesting itself by way of a welter of new tablet and smartphone apps as well as an increasing enthusiasm for mobile payment systems.
The survey of 1,000 UK consumers found one in three had already used some form of online wallet and 12 per cent used contactless technology. Retailers are also enabling their own wi-fi systems to encourage customers to compare prices and products.
This trend is particularly evident amongst the young with 48 per cent of 16 to 24 year olds now choosing to shop via apps, far more than the 14 per cent of 45 to 64 year olds who do so.
Ian Geddes, Deloitte’s head of retail, said: “Customer experience, brand loyalty and ultimately sales will all increasingly stem from the mobile channel.
“This is the year that mobile moves from a project run by the IT department to a strategic priority in the boardroom.”