Mobile shopping will be worth as much as the amount spent in more than 30,000 UK shops by 2019, according to research from e-commerce partner Webloyalty.
The m-commerce sector in the UK is currently worth £9.7bn, and is expected to grow to a staggering £53.6bn by 2024. Spend on smartphones alone is expected to increase by 243.5% in the next four years, with direct spend on both phones and tablets to increase by over 230%.
The research states that in the UK one in three of people shop via mobile in the office, with 2.8% even shopping during meetings at work. One in ten will also use their phone or tablet multiple times during the day to browse, purchase or review items. 14% of passengers also shop this way on their daily commute, and nearly one in ten (8.2%) even shop via our mobile devices in the bathroom.
The television has become a staple in triggering mobile sales for UK consumers. Not only do the majority of mobile shoppers (59.6%) spend while watching the TV it is also the biggest motivator for encouraging a spontaneous mobile purchase, with TV adverts alone accounting for 16.7% of spontaneous spends.
Guy Chiswick Managing Director of Webloyalty Northern Europe said: “The influential spend as a result of customers browsing on mobile is staggering. Our research found that 41.3% of consumers will buy a product on another device after viewing it on mobile, and a further 11% of shoppers will purchase an item in-store, resulting in £18 million in additional sales for UK retailers. The key message here is for retailers to make the most of mobile – a strong social media presence, targeted personalised emails and the offer of digital wallet payments will aid in the pursuit of mobile sales conversions.”
© FoodBev Media Ltd 2023
