4G users more likely to shop from their smartphone

  • Posted by Talking Payments
  • May 27, 2014 10:37:26 AM BST
Over two thirds of 4G users believe that faster internet access encourages them to spend more on their smartphones.

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."