Mobile phone users bought nearly £123million of goods in the UK in 2009 using their smartphones, according to a new report, and this figure looks set to more than double in the next three years.
As total online retail spending in 2009 was £21.2bn – or a market share of 0.6 per cent – this means that by 2013, mobile internet sales could reach £275million, or the four per cent of the overall market, claim analysts Verdict and Ovum, who have released a joint study.
They claim that, in the last year, only 2.1 per cent of the UK adult population shopped using internet access on their mobile. This is less than a tenth of the 28 per cent of the population who have mobile internet access.
“Consumers are not spending significant amounts via mobiles and, for now, we believe the true potential for m-commerce is to provide consumers with a valuable tool for research, comparison shopping and retailer interaction,” said Malcolm Pinkerton, senior analyst with Verdict Research.
“However, with internet-savvy consumers now accustomed to the multichannel environment, they are beginning to embrace m-commerce,” he told Brand Republic magazine.
Christine Bardwell, senior retail technology analyst at Ovum, added: “The opportunities are there for the most proficient multichannel retailers to claim a share of the growing cross-channel expenditure by exploiting the possibilities provided by mobiles to seamlessly link the online and in-store environments.”