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M-commerce MyVoucherCodes Ipsos

10% of UK consumers use smartphone as main method of shopping as UK becomes European leader of m-commerce


By Ishbel Macleod, PR and social media consultant

October 20, 2013 | 2 min read

Over half over UK consumers use their mobile when shopping, and almost a quarter (22 per cent) make purchases through their phones, research from has found.

The international research, carried out by Ipsos Public Affairs, discovered that UK is the European capital of m-commerce, with ten per cent of those surveyed in the UK saying that their smartphone is their main method of shopping.

In France, just four per cent claim to have ever made purchase through a mobile device, whereas Germany and the Netherlands boast just 14 and eight per cent respectively.

“With vast swathes of the general public smartphone equipped and smart shopping technology widely available to retailers, the conditions are right for a period of significant growth in m-commerce,” Max Jennings, co-founder said. “Mobile has long being touted as a real game changer for the retail sector, but slower than expected adoption by consumers has been a real source of frustration for the industry. This research show just how ingrained mobile has become within the purchase cycle for UK consumers, whether for research or transactional purposes, and highlights the huge opportunity this presents for retailers.

“The UK has traditionally been ahead of curve when it comes to e-commerce and it’s good to see the same can be said for mobile retailing. While the UK is at the beginning of its m-commerce journey, compared to our European counterparts, the impact of mobile on UK retail landscape has been dramatic and highlights the potential for growth on the continent.”

The research also discovered that a fifth of UK consumers have downloaded a retail app, while 17 per cent have used a money saving voucher through their phone when shopping in-store.

M-commerce MyVoucherCodes Ipsos

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