Figures released by Ofcom this year show that 6 in 10 (61%) of UK adults now own a smartphone, compared to 51% last year, 2013.
Up to 46% of UK consumers now use mobile devices as their primary tool for purchase decision making, while 1 in 4 use mobile devices as their exclusive shopping research tool!
As Smartphones become even smarter we are leaning on them as an integral part of our daily lives. Of course, this has not gone unnoticed by brands, and big investments are being made to ensure that the mobile experience continues to improve and be profitable. With these noticeable enhancements, consumers are becoming more and more comfortable when using their mobile devices in a purchasing journey and mobile is now clearly an important part of the purchase cycle.
Using the xAd/Telemetrics 2014 Mobile Path to Purchase Infographic, shown below, we take a look at how mobile is rapidly changing consumer purchase behaviours:
Results from the 2nd Annual UK Mobile Path-to-Purchase Study (shown above) are based on data from an online survey of 2,000 UK smartphone and tablet users and actual observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users. More details are available at mobilepathtopurchase.com.
Our thanks go to xAd who provided us with this valuable data and insight and gave permissions for us to share it with you!