Smartphone essential shopping companion - Deloitte

The relationship between smartphones and shopping continues to strengthen as new research reveals consumers increasingly use the device to choose purchases.

Deloitte surveyed over 2,000 people and found 42% now have a device that they consider a smartphone and using their devices to make purchases - 17% of respondents compare products and 18% use their phone to read product reviews.

Mark Lee-Amies, Deloitte media partner says: “More than 50% of UK consumers now own smartphones and they are being used to discover new products, research them, obtain discounts, and finally pay for them.

“We found a third of consumers (32%) would like to access product information in store by scanning a bar code with their mobile phone. Some retailers have introduced this functionality but it may soon be a must-have for all, due to customer demand for this facility.”

At the same time, the report highlighted the value of online recommendations, with over half of respondents claiming to have found out about a new product on the recommendation of other online users. This was slightly less than those who had been put off buying a product based on negative online reviews (68%), said the study.

Additionally, 73% of those surveyed said that recommendations online were more influential in their buying decisions than any other internet content.

Lee-Amies added: The popularity of online reviews may be causing a change in UK consumers’ willingness to give advice online. We found that 31% of consumers had recommended a product through a blog entry or social networking site. This represents a 30% increase since 2010, a significant shift in behaviour that is particularly marked in those aged over 55 years old, where 70% more respondents told us that they had revieed a product online in 2011 than in 2010.”

Nearly a quarter of those surveyed also claimed to use a coupon they had acquired online to get a discount on a meal out, whilst 14% used one for clothing purchases and a further 14% used coupons on their groceries. Looking ahead, 24% of consumers said they would like to use their smartphone to redeem mobile coupons.

To view the full report, click here.