A quarter of UK consumers have accessed the internet on their smartphone while out shopping, according to new research from eDigitalResearch and IMRG.
The market research companies say that emails are the most likely pages to be accessed with 59 per cent checking their mail, with retail websites (50 per cent) and social media (48 per cent) close behind.
62 per cent of these have accessed a mobile retail site whilst in the store of another retailer. Of these, 71 per cent say that they did so to check if they could get a product cheaper elsewhere. Another 14 per cent say they were reading customer reviews, whilst just 4 per cent say they were looking at other retailers sites for a similar product.
According to this study, 40 per cent of browsers in shops go on to make a purchase, with 65 per cent saying the transaction was down to price. 7 per cent said their purchase was down to an offer found online.
Derek Eccleston, research director at eDigitalResearch, says: “Mobile is increasing becoming the cement between stores and websites. If retailers want to drive their mobile strategies forward with mobile sites, shopping apps and localised deals, then it is important that they offer customers the ability to connect. As John Lewis rolls out free wi-fi across all of its stores, and as Tesco continues to trial the idea, a quarter (25 per cent) of consumers are telling us that they would use their mobiles more whilst they shop if free wi-fi was more readily available.” 
“The results of this research further reinforce our expectation that this could be the first truly mobile Christmas for retailers,” says David J Smith, chief marketing and communications officer at IMRG. “The development of a multichannel strategy is becoming absolutely crucial for consumer engagement, as demonstrated by consumer willingness to shop around at alternative retailers even within another retailers store.”
QR codes are emerging as a tool for retailers, with 55 per cent of shoppers having seen one and 33 per cent having scanned one. However, 46 per cent of consumers say they dont know how to use them.
“QR codes are one to watch as, although only 46 per cent know how to use them, they are increasingly becoming a staple in retail marketing,” says IMRGs Smith. “If they are felt to have serious potential by a large retailer, a campaign centred around scanning them to gain access to savings for example could really increase their perceived value to consumers.
