In the United Kingdom, the average 2013 spent over mobile commerce was £199.
Different mcommerce trends have become quite commonplace in the United Kingdom with four out of every ten smartphone owners having made a direct purchase through their smartphones and one in six have said that they have taken part in showrooming.
Among shoppers in the United Kingdom, 55 percent have used their mobile devices in store.
While in store, mcommerce activity often consisted of price comparisons, online. This was the case among 54 percent of the people who used their mobile devices while in brick and mortar shops. Another 41 percent had taken pictures so that they would be able to view them in the future. Forty six percent would research the items that they were seeing live in the store. One in every six were “showrooming”, which involves checking out an item in a store in person, but then using the smartphone or tablet to find a better price for it online and purchase it there, instead.
This mcommerce data was based on a survey of 1,000 owners of smartphones in the United Kingdom.
The research was published in a report called “’Agile Consumer 2013”. It was conducted by Cheil Worldwide. It also determined that half of all users of smartphones and tablets had shopping in mind when they purchased their mobile devices.
According to Simon Hathaway, the president of shopper marketing and retail operations at Cheil Worldwide, “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.” He added that there has been a near doubling in the amount of time that is spent purchasing products and services over smartphones over the last five years.
Hathaway also stated that even when the phone is not being used for direct mcommerce purchases, it is still a part of the buying process as consumers use it to compare, research, and seek the opinions of others. This, he said, is changing the retail experience entirely “as we become smartphone-focused shoppers – or what we’re calling ‘Agile Consumers’.”
Mobile shopping is on the rise throughout the United Kingdom
Cheil Worldwide has released the results of a recent survey concerning the growth of mobile commerce in the United Kingdom. Consumers in the UK have been growing increasingly mobile as they begin to rely more heavily on their smartphones and tablets. As such, they have begun using these devices to shop more frequently. Mobile commerce allows consumers to shop online from a mobile device wherever they are and this concept has become quite attractive to many people in the United Kingdom.
Mobile devices are becoming strong shopping tools for consumers
According to the survey, the mobile commerce market has grown by 63% over the past five years. The majority of this growth was seen over the past two years, driven heavily by the results that retailers had seen during the holiday seasons of 2012 and 2013. The survey shows that approximately 55% of shoppers claimed to have used a mobile device in store, with 54% of these shoppers using their devices to compare prices of products online. Many mobile shoppers also use their devices to research products being offered by multiple retailers.
Many people purchase their mobile devices with shopping in mind
The survey suggests that mobile devices have become one of the most favored shopping tools among consumers. The survey shows that 50% of consumers had shopping in mind when they purchased their mobile devices. These devices are not only being used to research products and compare prices, of course, as many consumers have used their smartphones and tablets to outright purchase the products they are interested in. In the United Kingdom, mobile payments are becoming much more common.
Mobile spending is on the rise
The amount of money people are spending through their mobile devices has more than doubled over the past five years. Consumers appear to favor mobile commerce because of its convenience. Shopping on a mobile device allows them to avoid lines at checkout and the chaos that is often associated with physical stores. During the holiday season, mobile shopping becomes much more common as consumers look to avoid crowds at large stores.
