Owners of smartphones and tablets in the United Kingdom are increasingly using their devices to purchase items from retailers, and for the upcoming holiday season it is expected that the number will significantly rise.

According to research from the Interactive Media in Retail Group (IMRG), 41 percent of U.K. smartphone users stated they will buy gifts and items this year through mobile commerce, reports Internet Retailer. This is a significant increase from the 21 percent who said the same in 2011. Additionally, 71 percent of tablet owners plan to make holiday purchases on their devices this year.

"Mobiles have become an integral part of the engagement process between brands and consumers, and the rollout of 4G is only going to increase the appeal and ease of accessing mobile Internet on the move," said an IMRG spokesman as quoted by the source.

Despite these high expectations, many retailers throughout the country do not have mobile optimized websites. A survey by OnePoll revealed that 84 percent of fashion retailers in the U.K. do not have a mobile site. However, 90 percent of merchants surveyed stated they believe mobile shopping is essential to retail operations.

This entry was posted by Retail Pro on Tuesday, September 25th, 2012 at 1:51 am .