• Warc, Monday, November 24, 2014 12:59 PM

The rapid uptake of smartphones by UK consumers over the past five years has been accompanied by a rise in m-commerce so that more than half of smartphone owners now browse for items on their device and more than one third go on to buy. According to the latest research from eDigitalResearch, consumer confidence in the mobile channel has followed the same path as that seen earlier in e-commerce, with people starting out with small, low-value purchases and progressing to larger, more expensive items. Overall it has grown by 666%in the past five years. 
Smartphones have quickly become an integral part of the shopping journey, as 54% use them to browse and 36% to buy, with clothing and footwear the items most likely to be bought this way. 

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