Typical Brit spends £199 per year online shopping through their smartphone

Brits are increasingly using their mobile devices for online shopping, with the market having increased by 63 per cent in the last five years, mandmglobal.com reports.

According to the latest ‘Agile Consumer’ survey by Cheil Worldwide, four out of every ten smartphone users in the UK made a purchase via their device in 2013. Around 55 per cent used their devices in-store, with 54 per cent doing so to check prices. Elsewhere, 46 per cent had done so in order to research the product, whilst 41 per cent took pictures for future reference.

In total, those who had made purchases on their smartphones spent an average of £199 over the course of 2013. This represents a 63 per cent rise, as the figure was just £122 during 2008, thereby suggesting that marketers targeting mobile audiences may be wise to push people ever more into the m-commerce sector.

Elsewhere, Cheil’s survey of 1,000 British consumers & found that shopping was a main consideration among & smartphone users when they first set out to purchase the device.

Claiming that smartphones have become a “key element” of how people now & shop, Cheil president for shopper marketing and retail options, Simon Hathaway, told thedrum.com: “The amount we spend buying items on our phones has almost doubled in the past five years and is set to soar ever higher as it gets easier to buy online.

“And even if we don’t use the phone itself to buy, we use it while we’re in a store to research, compare and seek advice. The high street is changing completely as we become more smartphone-focused shoppers… with the expectation that the retail experience should, and will be, everywhere, instant and personal.”