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BizReport : Mobile Marketing : November 30, 2011

Third of Brits used mobile to make purchase this year

A new study by EPiServer has found that a third of consumers in the UK have used their mobile device to make a purchase over the course of the last year. Unfortunately many brands just aren't providing a satisfactory mobile experience.

by Helen Leggatt

episerver_trans_widethumb.gifOver half (59%) of British consumers now pack the power of a smartphone in their pocket, found EPiServer's research, enabling brands to connect with more people on-the-go.

Consumers love the convenience of mobile shopping and a third of British shoppers have made a purchase using a mobile website. Just over a quarter (26%) have purchased via mobile using an app.

"These findings show that consumers are increasingly turning to mobile websites when on the move or looking for information," said Maria Wasing, VP of Marketing Europe & Sales Operations, EPiServer.

"The rapid development in mobile technology and the quick uptake by consumers of mobile sites and apps means that more and more brands have the opportunity to connect with potential customers, encourage purchases and build brand loyalty. It's crucial that marketers become aware of the mobile channel in order to maximize their online results".

Unfortunately not all brands are providing consumers with a satisfactory mobile experience. Recent research by dotCommerce found that many mobile websites frustrated consumers by not being mobile-friendly. Unsurprisingly, retailers with mobile dedicated websites performed well.

Tags: m-commerce, mobile marketing, mobile payments, mobile website, mobile-friendly, research

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