Half of all smartphone users use their device to shop, according to a new study conducted by market research company eDigitalResearch and eBusiness consultancy Portaltech.

According to the survey, 11 per cent of smartphone shoppers use their device for shopping on a weekly basis, while 28 per cent report that they use their smartphone to look up product information on a regular basis.

Chris Russell, Director at eDigitalResearch, says: “This second study reinforces what our previous results have shown – that the dramatic increase in smartphone use is fundamentally affecting consumer behaviour. We are entering into an age of MEcommerce; a shopping revolution where the consumer now has the power to dictate to retailers where, when and how they want to shop and interact.”

The study also served to map how consumer expectations of the mobile web has changed as people get more used to the platform. 31 per cent of users now say that quick browsing should be an essential feature of mobile websites, compared with just 20 per cent who said the same last June.

Other significant factors that people see as essential include “security”, “fast loading images”, “zoom functions” and a “professional looking site”. Rachel Wilkinson, head of brand and retail at Portaltech, says: “I hope this research reassures reluctant retailers that mobile is not a flash in the pan, but a rapidly increasing channel that should be integrated into wider marketing, social and commercial strategies.

“Mobile is unique in that it is the most portable and accessible channel to a consumer – you are literally in the palm of your customers hands and this level of accessibility 24/7 allows retailers to deliver messaging, marketing or unique experiences in a totally different way from any other channel.”

You can download full details fo the studyhere.