The study, conducted among consumers using the mobile internet, found that almost half of shoppers still prefer hitting the stores (42%) but around a third are now comfortable with shopping from their mobile (30%) with 28% preferring to shop from their PC or laptop, highlighting a shift to ‘shopping on the move.’
Results from the study support data showing that the mobile shopping market more than doubled in revenue from £123 million in 2009 to £275 million in 2010. InMobi predicts growth to skyrocket over the coming year to an estimated £1 billion.
Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi, commented: ”Mobile shopping is already commonplace with one in four Brits influenced by or purchasing goods from their mobile devices.
“It’s an exciting time for the consumer, retailer and manufacturer as mobile shopping solutions will become more intelligent and compelling to use. The clear consumer acceptance has opened huge opportunities in the world of mobile advertising. ”
A sizeable 16 million UK consumers, almost one in four, of the total 61 million-strong population, currently shop on their mobile phone. InMobi uncovered similar trends in the US and predicts that take up of shopping on mobile will be consistent in both markets.