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The latest research results from eDigitalResearch and Portaltech Reply shows that 64% of smartphone owners are now using their mobile devices to shop online, a number that has quadrupled since June 2010.
The study also found that an impressive 84% of smartphone owners have used their devices to browse websites, with one third (33%) doing so on a daily basis, whilst three quarters (77%) are using their smartphones to research products.
The results also show that growth of mobile shopping shows no signs of slowing down. Almost half (44%) of the smartphone owners surveyed said that they would use their devices to browse more in the coming months, with one third (31%) claiming that they would then go on to make a purchase.
Shopping through an online mobile site has remained more popular than shopping on a mobile app, although it has to be taken into consideration that transactional retail apps are still a key future development for some retailers. The results also seem to suggest that there appears to be preference between shopping online and via an app for some users.
Results also found that security, clear navigational links and quick browsing remain key features for mobile shoppers, who once again, rated functionality and usability higher than branding and design.
eDigitalResearch and Portaltech Reply have been tracking the growth of mobile commerce with consumers since June 2010. The original results found that, whilst mCommerce was still in its infancy, mobile shopping was likely to play an increasingly important role in multichannel purchasing.
To download a copy of the white paper please click here: mCommerce research