Almost half of UK smartphone owners use their device to shop and research products, according to a new report from eDigitalResearch.

In a survey of 2,000 UK consumers, the report found that 48 per cent of smartphone owners used their mobiles to browse and research products before a purchase, with another 16 per cent intending to do so in the future. 

Consumer research increasingly indicates that mobile shopping is becoming more and more popular with UK shoppers,” says Derek Eccleston, research director at eDigitalResearch. “It is therefore essential that retailers begin to think about, or continue to develop, their mobile and multichannel strategies. With mobiles, consumers are literally holding access to direct competitors in the palm of the hands, including those retailers from across the globe. The challenge now for retailers is to ensure that they differentiate themselves from others, creating a seamless customer journey in store, online, and on their mobile sites.”

The survey also found that consumers are increasingly willing to make purchases through social networking channels. 15 per cent of the consumers surveyed reported being influenced to make a purchase on a social media site. 

“This is an exciting time for retailers and eCommerce, as they begin to branch out into new channels and gain from developments in technology,” says Eccleston. “The fact that almost 4 per cent of UK consumers have already made a purchase directly through Facebook, despite there only being a limited number of Facebook stores, indicates the extent at which consumers are eager to use emerging channels to browse and shop with retailers. We are witnessing the continued rise of MEcommerce, where consumers now have the power to dictate to retailers where, when and how they want to shop, and it is important that retailers put into place the necessary steps to facilitate this.”