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BizReport : Mobile Marketing : December 18, 2014

Survey reveals the odd places consumers shop by mobile

While it comes as no surprise that UK consumers are some of the top mobile shoppers in Europe, where they do their mobile shopping is a bit of an eye-opener.

by Helen Leggatt

Research from delivery service Hermes of 2,000 UK consumers and 1,000 each from France and Germany, reveals the unusual places in which mobile shopping is conducted.

Atop the Eiffel Tower, at a friend's wedding, during a rollercoaster ride and even at the summit of Ben Nevis were among the most unusual, but they were almost one-offs. Unusual, but common, places where mobile shopping is conducted are an eye-opener.

Almost half (46%) of shoppers in the UK and France admitted to doing mobile business while, errr, doing their business - in the bathroom. Germans are somewhat more hygienic with just 30% admitting to buying via mobile while relieving themselves.

British shoppers are also more likely to whip out their mobile device when in bed (60%), while German consumers are less likely to pay attention to their device and focus on sleeping or whatever other nocturnal activities are conducted between the sheets.

When at work, Brits are still big on shopping - 60% admitted to spending their salaries while earning them compared to just 49% of French and German workers who focused on their work and not their mobile desires.

"It is no surprise to hear that UK consumers top the charts when it comes to shopping in unusual places," says Mark Pettit, Sales & Marketing Director, Hermes. "Our research reveals that more than twice as many Brits are using smartphones and tablets to shop online compared to the French and Germans. Of the British shoppers buying in strange locations almost two thirds (63%) used these devices."

Image via Shutterstock

Tags: Europe, mcommerce, mobile, UK

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