For companies looking to offer customers more of their products, the smartphone market is one that may help target more shoppers. According to a recent study by eDigitalResearch and Portaltech, 28 percent of smartphone owners use their devices to find product information on a regular basis. For owners, shopping through their devices remains one of the most popular activities on a smartphone.
Half of all smartphone users surveyed have completed at least one online purchase through their devices, a 20 percent increase in the past nine months, while 11 percent of owners use their smartphone to make purchases every week. From June 2010, the number of users who stated they have never used their smartphone to make an online purchase decreased from 70 percent to 49 percent. The number of participants who said they expect to browse more and make more purchases through their smartphones increased from 20 percent to 46 percent.
“This second study reinforces what our previous results have shown; that the dramatic increase in smartphone use is fundamentally affecting consumer behavior,” said Chris Russell, director of eDigitalResearch. “We are entering into an age of MEcommerce; a shopping revolution where the consumer now has the power to dictate to retailers where, when and how they want to shop and interact.”
Since last year, consumers have begun expecting more from mobile websites, including 31 percent of smartphone owners who said quick browsing is an essential feature for mobile websites, an increase from the 20 percent who said the same last year.
The worldwide smartphone market continues to grow at a staggering rate. As more products continue to enter the fold, consumers are not likely to stop buying newer and more equipped devices. According to research by Global Industry Analysts, the global market is expected to reach 1.6 billion units by 2017.