According to research from IMRG and eDigitalResearch, those who use 4G are far more engaged with online retail than those with 3G devices. For example, more than half (54%) of 4G users involved in the survey have shopped on their mobile, whereas just 32% of non-4G smartphone owners have done so. Additionally, 70% of those with 4G confessed to regularly browsing retail websites on their device, compared to not even half (48%) of those with 3G.
Both research firms first investigated the 4G market back in April 2013, and concluded that the growing availability of 4G was likely to have a positive impact on the amount of smartphone owners using their devices to both browse and pay for retail products.
Tina Spooner, Chief Information Officer at IMRG, said: "With over half of 4G users having shopped via their smartphones, compared with around a third of their 3G counterparts, it is clear that faster access brings a higher level of customer engagement via mobile. During the mid-2000's we saw a similar trend in overall e-retail, when the adoption of faster broadband connections resulted in a surge in online sales.
"Mobile has become an integral part of the online shopping journey, with a third of UK e-retail sales now coming via smartphone and tablet devices. Although tablets currently account for the lion's share of m-retail, as 4G adoption increases and more users sign up to high-speed mobile internet services, there is little doubt we will see an increasing number of consumers shopping on the move."