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Consumers use mobile phones for shopping
(11/01/2011 12:10:50)

Mobile phone owners in the UK are increasingly using their handsets to make purchases, a new study has revealed.

According to ForeSee Results, one in three people in Britain have accessed a retailer's website with their mobile phone.

This trend was found to be highly apparent during the holiday season, with 11 per cent of online shoppers using their handsets to buy items at this time - up from two per cent a year earlier.

As a result, the organisation is confident that more and more people will soon turn towards their mobile phones in order to make a transaction online.

Kevin Ertell, vice president of retail strategy at ForeSee Results, commented: "It looks like more than half of all shoppers will soon be using their mobile phones for retail purposes."

The survey indicated that over a quarter of those polled intend to access either mobile apps or retailer websites at some point in the future.

ForeSee Results noted that mobile phones also influenced the purchasing decisions of people browsing in a physical retail outlet.

Figures showed that 69 per cent of respondents used their device to compare prices and see how much a product costs at a rival company.

In addition, 27 per cent chose to access product reviews on their handset before committing to a purchase, while 35 per cent viewed product specifications.

Retailers have therefore been warned that if they do not work to actively embrace and develop their mobile commerce facilities, they could be putting themselves at a competitive disadvantage.

Indeed, Mr Ertell said companies that neglect this area would be "effectively leaving money on the table" for rival firms.

This comes after the International Data Corporation revealed that Nokia shipped 111.4 million units in the third quarter of 2010 - more than any other mobile phone manufacturer during this period.

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