The dawn of mobile influence: Discovering the value of mobile in retail

This report forecasts smartphone ownership in the UK and considers the potential of this media for payments.
Advances in smartphone technology and unprecedented consumer adoption rates have pushed mobile to the forefront of many retailers' agendas. This UK survey assesses smartphone usage among consumers and the influence of mobile, excluding tablets, on in-store sales. Key findings include that 58% of today's UK consumers own a smartphone, and by 2020 an estimated 100% of UK consumers will own a smartphone. Smartphone ownership is forecast to grow to 81% by 2016. 64% of smartphone users today use their mobile to make payments or their bills. However only 1% if those surveyed had paid in store using their smartphone. Examples...

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