One-third of purchase journey conducted on mobile, 89% of purchases made on PC

The study, from VoucherCodes.co.uk and the Center for Retail Research found that around one-third of the purchase journey is now conducted on a smartphone or tablet. Meanwhile, 89% of purchases are made via a PC.

There's little doubt that mobile has become a key player in the discovery and research of products among consumers. Almost half (46%) research purchases and browse reviews, 43% look at online stores and products and 38% use mobile to make price comparisons.

However, according to the research, retailers have a significant opportunity for those mobile users who are in-transit. Firstly, 11% of those commuting to work made transactions, with two-thirds of those spending between £10 (US$15) and £200 (US$311), as do 16% of those on their way home.

Secondly, travelers on their way to the high-street or shopping center have a higher intent to spend and are in the mindset to research via mobile en-route.

"The 'always-on' mentality of today's shopper means they are passively engaging in shopping at various points of their day," says Claire Davenport, Managing Director, VoucherCodes.co.uk. "In particular, there's a clear opportunity for retailers to spark a decision to purchase among customers who are travelling to a shopping destination."

Earlier this year, adsquare released data showing that, in the UK. the average daily commute takes about 57 minutes and commuters spend 44% of that time engaged with their mobile devices. This gives advertisers a window of opportunity to encourage brand interaction and engagement, says adsquare CEO Tom Laband.

Image via Shutterstock

Tags: mcommerce, mobile, UK