Smartphone owners 'shop online more' header image

Shopping online is becoming increasingly common among smartphone owners.

This is according to new research released by eDigitalResearch and Portaltech Reply, which found only 47 per cent of people who own one of the devices make a weekly in-store purchase - the figure stood at 73 per cent in 2010.

Smartphone ownership has also increased significantly in this period, rising from 38 per cent to 62 per cent. 

Mark Adams, partner at Portaltech Reply, commented: "The major shift in shopping and browsing behaviour is proof that the customer journey to a purchase has changed and that mobile is significant in this journey."

One of the most popular areas in which people buy goods online is entertainment, with in-store purchases dropping from 60 per cent to 35 per cent over the past three years.

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