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UK smartphone owners spend £200 per year shopping via phone

A new study has revealed that four out of ten smartphone owners have bought something on their phones and spent an average of £199 over 2013.

GENERAL MERCHANDISE

UK smartphone owners spend £200 per year shopping via phone

A new study has revealed that four out of ten smartphone owners have bought something on their phones and spent an average of £199 over 2013.

Commissioned by marketing agency Cheil Worldwide, the ‘Agile Consumer 2013’ survey polled 1,000 British smartphone owners and found that the average spend via a mobile phone has risen by 63% over the last five years.

The results show that over half (55%) of respondents said they used their phones while in-store. Of those, 54% said they compared prices online, while 41% took photos of products while shopping for future reference, and 46% researched product information. In addition, one in six used their phone or tablet to find a better price on a competitor’s website and bought there instead.

The study also found that half of smartphone owners admitted that they specifically had shopping in mind when they bought their mobile phone.

Simon Hathaway, president of shopper marketing and retail operations at Cheil, said: “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.

“The amount we spend buying items on our phones has almost doubled in the past five years and is set to soar ever higher as it gets easier to buy online. And even if we don’t use the phone itself to buy, we use it while we’re in a store to research, compare and seek advice.

“The high street is changing completely as we become smartphone-focused shoppers – or what we’re calling ‘Agile Consumers’, with the expectation that the retail experience should, and will be, everywhere, instant and personal.”

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