Tablets and smartphones are great for comparing prices in-store, but we’re much more at home making a purchase on the sofa.
Consumers love to shop online and they just love to do it on their smartphone or tablet.
But when it comes to actually making a purchase, it seems that we’re much happier to checkout from home than when out on the high street, according to research.
Patrick O’Brien, a lead analyst at Verdict, said that it had been anticipated that the increasing popularity of these devices would lead to more online spending on the go.
This, however, has not proven to be the case, according to Mr O’Brien, who explained that shoppers are keen to do deals from the comfort of their own homes, rather than on the high street.
He observed that instead of pushing online spend outdoors, the impressive speed of adoption of touch screen tablets and smartphones has moved online shopping into the living room.
Some 67 per cent said they shopped from their living room, indicating that ‘second screening’, browsing websites while watching TV, has had a major impact,” he explained.
“This, together with the ability to browse on smartphones wherever you are, and social media, has made online shopping a much more immersive and interactive experience than it was only a few years ago when more shoppers tended to be restricted to desktops typically located away from the living room.”
The study by Verdict dismissed the idea that the uptake of online shopping has encouraged more Brits to buy products from the store of a rival retailer.
In fact, a mere 2 per cent of consumers have bought a product in this scenario, as compared to the 97 per cent who shop from the comfort of their home.
“Rather than making consumers agnostic about where they make their purchases, smartphones and tablets are used in stores mainly to check prices and product details,” Mr O’Brien added.
What’s more, the research found that male and female shoppers already consider shopping that requires online payments to be their preferred way of buying items.
It is, therefore, imperative that firms invest in e-commerce software if they are to keep pace with rivals and their customers’ needs.