SMARTPHONES are now a standard part of most people’s shopping habits and affect the way people buy both online and off, according to official figures.
The latest report from Ofcom into mobile phone use found that over half of the UK’s citizens use their phone in some way when out shopping.
Just over a third of people use their mobiles to take pictures of products when out at the shops so they can research them online later, the survey found.
Whereas 25% of people make online comparisons while out at the shops and 19% read product reviews and research features of items they see in the stores.
Gaining greater knowledge and information appears to be high on consumers’ agendas, a growing number of people (21%) use their phones to scan barcodes in order to get access data, the survey found.
Steve Hurn, CEO of product reviews company Reevoo, says it is understandable that mobile devices were being used in bricks and mortar premises.
“Smartphones have become ubiquitous with modern life, so It’s not surprising to see people integrating information gleaned from online sources whilst out shopping,” said Mr Hurn.
“Now that the Web is so easily accessible even when out and about, today’s high street shoppers have more information available to them than ever before.
“Accessing online reviews at their fingertips whilst out shopping is a way for them to make informed shopping decisions.
“Therefore, rather than detracting from the high street sales, having a presence complete with user reviews can support high street retailers, acting as a valuable companion to the bricks-and-mortar shopping experience.”
