IMRG 4G EDigitalResearch

Third likely to buy more via their smartphone due to 4G


By Ishbel Macleod, PR and social media consultant

April 29, 2013 | 3 min read

A third (34 per cent) of smartphone owners have said that they are likely or very likely to buy more via their device thanks to 4G technology and faster internet connections, with 39 per cent having already use their smartphone for purchases.

The eDigitalResearch and IMRG research of 2,000 consumers found that over three quarters (77 per cent) of 4G users have accessed the internet from their 4G enabled device whilst out shopping, compared to just over half (53 per cent) of 3G smartphone owners who have done the same.

It was found that those with 4G are much more engaged with mobile technology than those on 3G. Figures show that 14 per cent of smartphone devices have 4G capabilities although not all are currently active.

Of those that have 4G technology available to them, and have used it, 43 per cent reported a substantial difference to their internet browsing experience claiming that it was ‘considerably faster’, whilst another 39 per cent said they found it ‘faster’.

Derek Eccleston, commercial director at eDigitalResearch, said: “The introduction of 4G technology looks set to have a considerable impact on retail markets. With faster internet speeds and a better all-round browsing experience, more and more shoppers are likely to turn to their 4G enabled device to help them through their multichannel purchase journey; whether that’s to read customer reviews, check product descriptions or compare prices. Whilst the thought of this might scare some, brands need to embrace this next step of the mobile revolution and ensure that their entire end-to-end customer journey across all channels is set for more mobile.”

Barcode scanners were another area which saw more use with 4G smartphones, with 62 per cent of 4G users saying that have used a barcode scanner to see if they could get a product cheaper elsewhere, compared to just 20 per cent of 3G smartphone owners.

Mobile phone Image courtesy of Shutterstock

IMRG 4G EDigitalResearch

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