Nearly two thirds of UK shoppers now use their smartphones to shop, with 28% turning to the device almost daily, according to a report by platform provider Usablenet.
As well as 64% of UK customers use their smartphones to shop, the research also showed that 58% conduct product research on mobile devices, with 57% checking customer reviews while in a retailer’s store. In addition, many now opt to use a store’s mobile devices.
The most common customer complaints when it comes to shopping using a mobile device included shipping fees, inability to check product stock in stores, being made to register with a site to make a purchase, and having to manually enter card information.
Usablenet’s chief marketing officer Carin van Vuuren said: “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.