Research Confirms Mobile Continues to Play Increasingly Important Role in Multichannel Mix

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New research from eDigitalResearch and Portaltech shows that almost half of Smartphone users (48.2%) have now shopped online and on their mobile, increasing by a dramatic 13% in just nine months.

New research from eDigitalResearch and Portaltech shows that almost half of Smartphone users (48.2%) have now shopped online and on their mobile, increasing by a dramatic 13% in just nine months.

The study, which looked into the multichannel browsing and shopping habits of UK consumers, found that, in comparison, Smartphone users are shopping less and less in store, with high street visits dropping to 56.6% from 72.7% as consumers adapt to the most convenient and useful channel for browsing and purchasing needs.

The results, the second of their kind, confirm the rapid pace at which the mobile market is developing and for retailers cements the importance of creating coherent multichannel strategies for consumers.

Chris Russell, Director at eDigitalResearch, explains, “The dramatic increase in Smartphone use is fundamentally affecting consumer behaviour. We are entering into an age of MEcommerce; a shopping revolution where the consumer now has the power to dictate to retailers where, when and how they want to shop. These results clearly show that Smartphone owners have already increased the use of phones for researching and browsing products at home, out and about and in store too, and will no doubt continue into the future".

Mark Adams, Sales and Marketing Director at Portaltech, comments, “This is a really exciting time for retail. Technology is evolving quickly and what is most interesting is how rapidly consumers are adapting to it – especially the younger generation and more fashion led sectors. We can see how mobile has gathered pace extremely rapidly and this is because mobile serves a real purpose – allowing the customer to browse, shop or find information wherever they are and whenever it is most convenient".

The research demonstrates to retailers the importance of developing both a mobile website and an app, as shopping and browsing across both platforms has increased, with a staggering 30% of Smartphone users browsing mobile websites on a regular basis.

Chris continues to explain, “Mobile presents a huge opportunity for brands and there is no doubt that this major shift in consumer behaviour will continue to develop over the forthcoming months and years. These latest results indicate that an incredible 46% of Smartphone users expect to increase the amount of browsing and shopping they do via their device in the not so distant future".

To download a copy of the full results and white paper please complete this short survey here:

For more information please contact Lisa Bonczyk on 01489 772920 or email lisa.b(at)edigitalresearch(dot)com

About eDigitalResearch

eDigitalResearch is a leading provider of digital market research, enabling their clients and customers’ to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of its fully integrated research system - ratings, surveys, panels, communities and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning. For further information, please visit

About Portaltech

Portaltech is an award winning eBusiness consultancy that specialises in the design, implementation, integration and support of eCommerce, mCommerce and multichannel retailing solutions. Portaltech has been operating since 1999 and has delivered over 200 successful projects for market-leading B2C and B2B brands and retailers, including L.K. Bennett, Space N.K. apothecary, The Body Shop, Sony, Vodafone, Long Tall Sally, Thompson & Morgan, Bombay Duck and The Royal Mail Group.

Portaltech can help retailers to define their mobile strategy and deliver innovative solutions such as bespoke mobile apps and mobile optimised websites using hybris. It’s expertise in eCommerce means that it can integrate core specialisms into clients’ mCommerce solutions.

Demonstrations of Portaltech’s QuickLive mobile app and how retailers can exploit this exciting and interactive channel can be viewed at, or at: Find out how to to take the next steps by contacting Mark Adams, Sales and Marketing Director. mark.adams(at)portaltech(dot)co(dot)uk or calling us on: 0207 401 0982.


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Lisa Bonczyk
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