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M-commerce has grown 63% in the last 5 years, with an average £199 spent on mobile purchases in 2013

Four out of 10 smartphone owners have bought something direct from their mobile phone spending an average of £199 each in 2013.

Over half (55 per cent) of shoppers had used their mobile device in stores, with 54 per cent comparing prices online, 41 per cent taking photos for future reference, and 46 per cent researching their potential buys online. A cheeky one in six admitted to 'showrooming' - finding a better price online on a competitors site using the mobile or tablet and buying there instead.

The 'Agile Consumer 2013' Survey, a study of 1,000 British smartphone owners compiled by Cheil Worldwide, also found that half (50 per cent) of mobile users specifically had shopping in mind when they bought their handset.

"The smartphone has become a key element of how we shop, and all evidence points to it having been a bumper post-Christmas sales period for m-commerce," Cheil president, shopper marketing and retail operations, Simon Hathaway said.

"The amount we spend buying items on our phones has almost doubled in the past five years and is set to soar ever higher as it gets easier to buy online. And even if we don’t use the phone itself to buy, we use it while we’re in a store to research, compare and seek advice. The high street is changing completely as we become smartphone-focused shoppers – or what we’re calling ‘Agile Consumers’, with the expectation that the retail experience should, and will be, everywhere, instant and personal."

Five years ago the average mobile shopper spent £122 on their device, causing an increase of 63 per cent in m-commerce since 2008.

Featured by The Drum