UK Shoppers Do It On Their Phone

Shoppers in the UK prefer buying goods and services from their mobile over their PC. That’s the (arguably slightly surprising – Ed) conclusion of a study carried out among UK consumers by mobile ad network InMobi.

The firm conducted the study among 2,500 UK consumers on the mobile internet. It found that 42 per cent still prefer going into a bricks & mortar shop, with 30 per cent saying they were comfortable shopping from their mobile, and 28 per cent preferring to shop from their computer.  

InMobi cites figures from ABI Research showing that the mobile shopping market more than doubled in revenue from £123m in 2009, to £275m in 2010. Based on the results of the survey, InMobi predicts growth to skyrocket over the coming year to an estimated £1bn.

”Mobile shopping is already commonplace, with one in four Brits influenced by or purchasing goods from their mobile devices,” notes James Lamberti, VP global research & marketing at InMobi. “It’s an exciting time for the consumer, retailer and manufacturer, as mobile shopping solutions will become more intelligent and compelling to use. The clear consumer acceptance has opened huge opportunities in the world of mobile advertising. ”

The study also revealed the most popular purchases from mobile devices in the UK:

  1. Mobile Content/Games – 39 per cent
  2. Travel – 12 per cent
  3. Apparel – 10 per cent
  4. Consumer electronics 10 per cent
  5. Entertainment tickets – 9 per cent
  6. Other – 1 per cent

According to InMobi, a sizeable 16m UK consumers currently shop on their mobile phone. InMobi uncovered similar trends in the US and predicts that take-up of shopping on mobile will be consistent in both markets.