71 per cent of smartphone users in the UK, France, Germany and Sweden currently research potential purchases on their mobile, According to a study commissioned by performance-marketing firm Tradedoubler. Perhaps most promisingly, 25 per cent of those mobile research sessions ends with a purchase being completed on the phone itself. 

Carried out by Forrester Consulting, the research also found that 53 per cent of smartphone users buy goods and services, other than downloads, on their mobile. And theres still room for improvement, if retailers can get their act together – 26 per cent of respondents said they would buy via mobile more frequently if sites were optimised.

In-store behaviour has also been affected by the growth of smartphones – 42 per cent compare prices on their mobile in store, leading to 13 per cent choosing to buy from a different retailer. And, while around half of the respondents were concerned about the security of mobile as a payment platform, 42 per cent of smartphone owners are interested in using their device as a mobile wallet.

“This research represents a wake-up call for all businesses that still believe an mCommerce strategy is a ‘nice to have’ rather than business critical,” says Tradedoubler CEO Urban Gillström. “Consumers increasingly expect a seamless, multi-touch, multi-channel experience across mobile, online and in-store platforms. The future belongs to the advertisers that can deliver that, but it can be difficult for them to know where to start. We have undertaken this research as part of our commitment, not just to creating a world-leading mobile affiliate marketing and analysis platform for our customers, but to helping organisations across the industry better understand what they can do to take their first steps in mCommerce.”