Over three quarters (89 per cent) admit to browsing and buying on smartphones and tablets during their commute to and from work, research from Geometry Global has found.
The research was conducted with 2,000 UK consumers looking into the level to which they use smartphones and tablets to research and buy products whilst commuting. It discovered that 59 per cent of those surveyed have taken to commuter shopping because of the convenience, believing that it saves them time in the long run.
Music and books (23 per cent), clothes (22 per cent) and food (17 per cent) were the most popular purchases whilst commuting, but travel was the most popular category to research, with a third looking up holidays.
Pietro Leone, EMEA CEO for Geometry Global, said: “The identification of commuter commerce highlights a significant opportunity for brands and retailers to capitalise on this trend. This is a highly valuable group of shoppers that are affluent, engaged and actively researching and spending.
“Understanding how to tap into these two key times of day will pay dividends for brands that successfully connect with this new shopper group at the right time with the right message, and adds another dimension to the Purchase Decision Journeys that we map for our clients to influence consumer behaviour and ultimately drive purchase. ”
The research also found that over half (51 per cent) said that they expect to shop even more during their commute in the future.
Yesterday, Network Rail announced a trial scheme which would allow commuters to pick up and send parcels from main line stations.