Nearly half of mobile users (48 per cent) made purchases online regularly, research from BuzzCity has found, while nearly a fifth browse products online before buying in stores.
At least 22 per cent left stores for a better deal online compared to 13 per cent last year, the research found, with over 70 per cent using their mobiles to shop online.
In the Asia Pacific region, it was found that one in three (30 per cent) of those surveyed said that they would consider using their mobiles for shopping.
Rohit Dadwal, managing director (APAC) at MMA, who commissioned the research, commented: “Mobile as a channel has evolved very quickly but the challenge for marketers is to create a seamless shopping experience across all the channels to ensure that consumers are getting a consistent brand message and identity.”
The survey was conducted in April and May 2014 amongst 3590 respondents from 26 countries.
Dr KF Lai, CEO and founder of BuzzCity, added: “We know that consumers are driven by mobile in the first instance, but mobile first shouldn't mean mobile only for retailers.
Lai continues “Consumers are changing the way they choose their purchases - it has become more complex and will continue to evolve. The survey highlights mobile’s potential to undermine traditional brand power and the imperative for marketers to maintain the relevance of their message across all digital media.”