Smart shoppers use their phones, survey shows

 Consumers are using their smartphones to choose their purchase – 17% of respondents compare products and 18% use their phone to read product reviews, Deloitte’s sixth annual State of the Media Democracy survey reveals.

 

Iain White, Deloitte media partner in the North West, said: “More than 50% of UK consumers now own smartphones and they are being used to discover new products, research them, obtain discounts, and finally pay for them.

 

“We found a third of consumers (32%) would like to access product information in store by scanning a bar code with their mobile phone. Some retailers have introduced this functionality but it may soon be a must-have for all, due to customer demand for this facility.”

 

Over half of UK consumers (62%) surveyed have found out about a new product on the recommendation of other online users. This was slightly less than those who had been put off buying a product based on negative online reviews (68%).

 

Three quarters of those surveyed (73%) said that recommendations online were more influential in their buying decisions than any other internet content.

 

Mr White added: “The popularity of online reviews may be causing a change in UK consumers’ willingness to give advice online. We found that 31% of consumers had recommended a product through a blog entry or social networking site. This represents a 30% increase since 2010, a significant shift in behaviour that is particularly marked in those aged over 55 years old, where 70% more respondents told us that they had reviewed a product online in 2011 than in 2010.”