Smartphone use in retail increases

The importance of smartphones within the retail industry is on the increase, according to new

reports. According to digital analysts ComScore, 13.5 million consumers in the five leading European markets accessed retail sites via mobile phones in the three months to May 2011, and the number of smartphone users engaging with these sites grew 80 per cent year-on-year.

Over the period, ComScore found that the proportion of total mobile users in the UK accessing retail sites via their handsets was 9.2 per cent, with an increase of 7.9% for smartphone users.

“Over the past year, online retailers enjoyed strong growth in visitation from mobile devices in Europe, largely driven by the acceleration in smartphone ownership,” said Jeremy Copp, European Vice President for Mobile at ComScore.

“This trend represents both an opportunity and a threat for retailers. While mobile access offers retailers incremental occasions to engage with customers, it also provides customers the ability to easily compare prices at competing retailers while inside a particular retailer’s store. “Retailers must get a firm handle on mobile shopping behaviour if they are to effectively navigate this changing environment.”