New report reveals 64 per cent of UK customers now use smartphones to shop

By Carin van Vuuren

Nearly two thirds of UK shoppers now use their smartphones to shop, with 28 per cent turning to the device almost daily, according to a report released today by leader in mobile and multichannel technology,Usablenet.

The research, “Providing Seamless Multichannel Experiences for the Captive Consumer,” reveals the extent to which mobile devices are beginning to dominate the customer experience – both online and in-store. Of UK shoppers, 58 per cent conduct product research on mobile devices, with 57 per cent checking customer reviews while in a retailer’s store. In addition, many now opt to use a store’s mobile devices – 77 per cent of customers have used in-store kiosks.

Although many retailers have a mobile site, the report demonstrates the importance of closing the multichannel loop in an environment in which customers are device-agnostic. For example. although 64 per cent of customers shop using smartphones, a huge 81 per cent would prefer to make the actual purchase on a larger device such as a tablet.

The research also reveals the most common customer bugbears when it comes to shopping using a mobile device:

• Long winded or clunky journeys to achieve a goal

• Shipping fees added to transactions

• Inability to check product stock in stores

• Being made to register with a site to make a purchase

• Manually entering credit or debit card information

This report reveals the importance of retailers ‘closing the multichannel loop’ to offer customers the best experience possible across all channels. As we approach what is expected to be a record breaking Christmas in terms of online sales, brands must be prepared to cater for the modern customer, who may wish to use a range of devices interchangeably, in-store, online and on-the-go.

About the author and Usablenet

Carin van Vuuren is CMO at Usablenet,

Usablenet is a global technology leader for mobile and multi-channel customer engagement. Usablenet’s powerful platform enables leading companies in all sectors to create compelling experiences for their customers across multiple channels, including mobile, tablet, social, and in-store kiosks. Usablenet customers include ASOS, Marks & Spencer, Selfridges,, Carphone Warehouse, Expedia, Travelodge and Champneys. Founded in 2000, Usablenet is a private company headquartered in New York City with offices in Los Angeles, Italy and London. For more information, visit us at  or on Twitter @Usablenet.

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