Smartphone and Tablet Use Driving eCommerce in UK

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>> Wednesday, May 9, 2012

Brits spend a quarter of their disposable income shopping on computers and smartphone devices, according to new research.Consumers in the UK do 25% of their spending online, compared to a global figure of 22%. The typical UK shopper spends six hours a month glued to their screen buying goods and services virtually. Shoppers in the rest of the world manage to make do with just five hours.
The Global Online Shopper Report commissioned by WorldPay found that one in every six UK shoppers buys online using a smartphone. The payment services company said the high amount spent online was due to shoppers’ increasing ability to buy things away from traditional desktop computers. More than half of the Britons questioned for the study said they had purchased items using phones, tablets and laptops while watching TV, while 3% admitted to shopping in bathroom.

British internet shoppers like to take to their devices at 8:05 in the evening so as they can divide their time between watching the television and making purchases, after they have eaten their evening meal. The study found the most popular items to buy online were books, clothes and CDs.

An astonishing 90% of online shoppers said they had visited Amazon in the last three months, making the firm the most popular site to visit. The auction site eBay was second on 57%, followed by a number of department stores, clothes retailers and consumer electronics resellers.

Half of the UK consumers who use smartphones to do their shopping said they had purchased clothes in the last three months, while 43% had bought books, and 40% music/CDs.

Philip McGriskin, chief product officer at WorldPay, said the way shoppers use smartphones and tablet computers will be a major driver of eCommerce in the future, as consumers increasingly look to buy things through apps and mobile websites while on the move.

A separate study from the shopping comparison service Kelkoo published in January revealed UK shoppers will spend more than anyone else in Europe on their smartphones this year. Britons are expected to splash out some £4.5 billion in 2012 through devices such as Apple’s iPhone and handsets powered by Google’s Android operating system.

Data from Kantar Worldpanel ComTech suggests that more than half of Britons now own a smartphone device. 

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