A study of the UK’s biggest e-retail companies
has revealed a significant growth in the number of consumers
shopping using their mobile phones.

Market research company ForeSee Results has
published a research paper indicating how consumer attitudes
towards mobile shopping have changed between the 2009 Christmas
period and that of 2010.

Among the key findings of this paper is that
8% of online shoppers during the festive period of 2010 have made
purchases using their mobile phones in comparison with 2% during
the same time in 2009. It is also claimed that when in physical
stores, 67% of mobile shoppers used their phones to visit the
store’s own website, whilst 26% used their phones to access a
competitor’s website.

“Retailers cannot afford to ignore or even
neglect the mobile experience and assume it won’t hurt their
traditional online or in-store business,” said Kevin Ertell, vice president of Retail Strategy at

Mobile website usability is also shown to be a
key factor to where consumers spend their money. The survey tells
us that after a positive online shopping experience, consumers are
30% more likely to buy from that retailer online as well as

Furthermore, market analysts are predicting
that Smartphone use will outpace feature phone use by the end of
2011, which means more people than ever before will have access to
retailer websites, mobile websites, and retailer-supplied
applications on-the-go.

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