M-commerce causing consumer shifts

M-commerce is causing a shift in consumer behaviour,

according to research published today.

Smartphone users across much of Europe are taking to mobile sites to research, locate and buy products, highlighting the increasingly outdated in-store approach. According to figures released by international digital marketing firm Tradedoubler, which surveyed more than 2,000 smartphone users across the UK, France, Germany and Sweden, 71 per cent use their device to research potential purchases, while 53 per cent buy goods and services other than downloads on their phone.

Elaine Safier, Chief Commercial Officer, Tradedoubler, explained the findings.

“The research illustrates how important it is for retailers to understand their audience when developing a mobile strategy: the device they use, their location and their interests and aspirations.This will help them to address important issues such as user experience, privacy and security concerns, and lay the foundations for next generation products and services that are contextually relevant, location aware and intelligently personalised.”