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62% of smartphone owners use mobile devices to shop, study finds

By Paul Skeldon May 28, 2018 - 4:01 pm

Mobile commerce has passed another tipping point: more than halgf of UK shoppers now use the devices to buy things.

In fact, 62% of the British population use their  smartphone device to purchase goods online, the latest findings from Textlocal reveal. The SMS platform conducted an in-depth study into mobile technology and the online retail industry, finding that more people use their mobile phone to shop than to access online banking, book hotels or watch television.

The study provides an insight into the mobile user’s shopping habits, and highlight how retail businesses can harness the power of mobile to generate more sales online and instore.

Past studies have found that in 2017 the average smartphone user in the UK spent £433.41 on mobile shopping, and that 52.2 million consumers make at least one online purchase per year. Textlocal’s findings were supported by research which found that 34% of UK sales on Black Friday in 2017 where made on a smartphone, and 49.7% at Christmas of the same year.

Previous research has also discovered that 41.3 million smartphone users regularly shop via their device, and it is now one of the most popular uses of smart mobile devices in the country with almost two-thirds of users making at least one purchase per month. Overall, smartphones generated £17.9 billion of sales in 2017 (19% of all sales), which is predicted to rise up to 25.8% by 2021.

Textlocal has highlighted that with consumers using their mobile devices to make online purchases, a wealth of opportunities are available for retailers to increase sales made on mobiles, desktops and instore.

The company notes that savvy, modern consumers now have the means to chase deals and leave retail online pages before completing a purchase – and advise that a simple SMS can alert customers to promotions either instore or online, or ward off potential lost sales by prompting users to return to their baskets.

“Today, shopping is 24×7 and retailers must be digital – and the only way to ensure that retail businesses hit all devices is through the use of SMS. Regardless of device type or location, SMS allows companies to streamline the digital and high street experience. Whether it’s an abandoned basket prompt, a personalised offer, delivery update or a link to further information such as store location or opening times, retailers must be taking advantage of SMS to increase their sales in a digital world.”

– Jason Palgrave-Jones, Managing Director of Textlocal

The full study and guide can be accessed for free by emailing scarlett@thesourcepartnership.com.

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