Smartphones Heralding New Era of Smart Shopping

Monday, July 19, 2010

LONDON, July 20, 2010 - Three years after the launch of the first iPhone, the advent of "mobile
connectivity" is profoundly shaking up the way consumers shop, according to
new research from Not just online, but in stores too,
as a growing army of 'smart shoppers' are arriving in stores equipped with
Internet enabled Smartphones.

Whilst these devices might be small, they still have the capacity to
spend big - with the research finding that 20 percent of shoppers who makes
purchases from their mobiles have spent more than GBP100 on mobile phone
shopping spree in the last three months.

Of the 908 online shoppers that were asked about their mobile shopping
habits, 66 percent owned a Smartphone or another Web-enabled phone. Of the
consumers who shop from their mobile, nearly half (48 percent) claim that the
convenience of having the Internet with them wherever they go is their number
one reason for smart shopping.'s research found that of the consumers that own a
Web-enabled mobile phone…

    - 24 percent compare or check prices from their mobile phone
    - 22 percent research product details and specifications from their
      Mobile phone
    - 16 percent purchase online from their mobile phone
    - 9 percent check product availability
    - 5 percent access online discount vouchers

When it comes to most popular mobile purchases, research revealed that of
the consumers who purchase online from their mobile phone…

    - 59 percent purchase digital content for mobiles (ringtones, Apps and
      music/video clips)
    - 52 percent purchase consumer electronics, such as GPS, MP3
      players and digital cameras
    - 45 percent purchase computers, laptops and peripherals
    - 45 percent purchase books
    - 33 percent purchase clothing

"Smart shopping is one of the most exciting developments in retail - as
it enables customers to literally take the Internet into the store with
them," commented Justin Sedgmond, business director at
"Shoppers now use multiple channels to engage with retailers. The winning
retailers will be those that have put themselves in a position to respond
appropriately to consumers on every platform they wish to engage."

Further information from Lisa Balliache, The PR Network, Tel: +44(0)7768-264132, lisa.balliache at

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