LONDON: Two thirds of Britons prefer to browse rather than shop on their mobile devices, with over half believing that mobile takes the fun out of the shopping experience, according to a new report.

The Truth About Shopping study, from McCann Worldgroup's consumer intelligence unit, was based on a survey of over 10,000 people in 11 countries (Brazil, Chile, China, Mexico, France, India, South Africa, Spain, the UAE, UK and US) supplemented by additional qualitative research in these and other countries.

The reluctance of UK consumers to wholeheartedly embrace mcommerce is partly due to the length of time it typically takes to complete a mobile purchase, suggesting that speeding the process would encourage greater uptake. Two thirds indicated they would buy more via mobile if it took less than three minutes, but at the same time, 40% admitted to regretting mobile-made purchases that had been made on impulse.

While privacy remained a key issue for many British shoppers, there appeared to be greater understanding of how their data might be used. Two thirds indicated a willingness to share personal information if there was some tangible benefit to their overall shopping experience. And over one third also said they would accept a friend request on Facebook from their favourite shops, a step which would permit those stores to see their personal data.

Further, 42% of UK respondents felt they risked missing out on discovery if their data and online behaviour wasn't used to target them with smarter shopping information about flash-sales, new product and offers.

That desire not to be left out is changing consumer behaviour in unexpected ways. More than one in five, for example, thinks it acceptable to buy an item of clothing online, wear it once, and then return it. A similar proportion would leave a business meeting to take part in an online sale.

But even if their personal shopping behaviour isn't always entirely ethical, 66% of British shoppers claimed to consider the ethics of a product before they purchased. This was significantly ahead of the global average of just over half and made the UK the most ethically minded of the 11 countries profiled. In comparison, just 40% of French shoppers and 50% of Americans thought about these issues.

Data sourced from McCann Truth; additional content by Warc staff