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Entertainment purchases first port of call for smartphone users

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Entertainment purchases such as books, games and DVDs, gadgets and cinema tickets are the most popular items for consumers to purchase on their smartphones, according to research conducted by global retail technology provider, Omnico.

More than half of smartphone shoppers buy books, games and DVDs (54%) and cinema tickets (53%), while just under half are buying electrical items and gadgets (44%). Food and drink products are the least popular, with only 12% buying on their smartphone. Overall 7 in 10 smartphone users shop with their devices.

The research also highlighted that smartphones have an important role to play in pre-purchase research. For example, despite only 27% of smartphone shoppers using their devices to purchase fashion good, 42% will do their research with a smartphone, by searching products, comparing prices and reading reviews. Similarly with gadgets and electricals, 57% will use their smartphone to research products, with 44% going on to purchase on their phone.

These results come from Omnico research of 1,344 UK consumers to find out how shoppers use their smartphones, compared to shopping via their laptops or instore. While the preference is still to purchase in-store or via their laptops or tablet devices, Omnico believes that mobile will play an increasingly large role.

“More and more shoppers are turning to their smartphones to browse and make everyday purchases.” says Steve Thomas, chief technology officer, Omnico. “We believe that retailers need to embrace this new wave of shoppers and not leave mobile on the peripheral of their retail strategy. Consumers don’t see shopping on their smartphone as a siloed experienced, so why should retailers? Those that provide a seamless experience and integrate the shopper’s basket, loyalty scheme and so on are better placed to succeed in the omni-channel world.

“While our research highlights that products like food and drink, DIY goods and holidays aren’t particularly popular to purchase via smartphones, it’s important to remember that when internet shopping first started, it was through areas like books, games and DVDs, with other areas following on. Likewise, we see that trend being replicated in the mobile world: retailers without an integrated mobile strategy risk being left behind,” continues Steve Thomas.

AT A GLANCE Who is buying what

Books, games and DVDs 54%

Cinema tickets 53%

Gadgets and electricals 44%

Fashion 27%

Sport and Leisure 24%

Healthcare and pharmacy 21%

Holidays 20%

DIY 20%

Food and drink 12%

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