Brits not overly enthusiastic about shopping via mobile phone

Mobile phone penetration is higher than that of personal computers, so what do users think about the role of the mobile phone in their day to day shopping? Lightspeed Research’s new survey in the U.K. sheds some light on the matter.

by Helen Leggatt

lightspeed%20research%20logo.gif Just 17% of Britons surveyed by Lightspeed Research were in favor of using their mobile phones to purchase products and services. And they won’t buy from any old store – 77% would prefer to shop with a well-known high street or online retailer and 73% would buy from a website on which they were already a regular customer.

Almost a quarter of respondents, 23%, said “any company offering a good price” would attract them to purchase via their mobile phone and just 10% stated “any company”.

Not all products and services were popular purchases via mobile but it was shown to be particularly popular for “on the go” items such as theatre, event and travel tickets plus items that are already well serviced by online retailers such as books, DVDs and music.

”This research suggests that the mobile phone could become a viable way for retailers to reach their customers,” said (.pdf) David Day, Lightspeed Research CEO Europe. “The 24/7 nature of the mobile phone, a device that many people have with them all the time, and the increase in Internet-ready phones offers a real opportunity for retailers to match their offer to the products and services customers may want to buy in this way.”