A new study has revealed the number of UK smartphone owners who have used their handsets to shop online has quadrupled since mid-2010.
According to the eDigitalResearch and Portaltech Reply survey, 64% of smart device users have been confident enough to shop online using their phones, as mobile-friendly sites, services and secure shopping protections have matured.
Overall, 84% of smartphone users say they have accessed the web on their phones, while one in three say they do so on a daily basis.
The gist of the whole thing is that consumer trust and familiarity with using their phones to shop online is maturing rapidly now that smartphone penetration in the UK has pushed past the magical 50% mark.
“The growth of mobile is completely unprecedented and the rate of change that we’ve tracked over the past two years is alarming,” says Derek Eccleston, head of research at eDigitalResearch.
Fair enough, but we are a little surprised to see that just one in three smartphone owners hit the mobile web on a daily basis.
And what about the 16% who seemingly have never used their phone to get online? What's the point of buying a smartphone in the first place if you're not use anything like its full potential?