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Smartphone Purchasing Habits - UK - November 2012

“M-commerce is accelerating at such a rate that many organisations are struggling to keep up. As mobile starts to justify focus that is equal to, if not greater than more conventional channels, those who dedicate investment and sufficient attention to the channel are likely to benefit.

As consumer expectations continue to rise, existing mobile businesses cannot rest on their laurels. A dual focus on updating both apps and mobile websites is a pre-requisite, whilst mobile advertising offers a unique opportunity for targeted digital marketing campaigns.”

– Paul Davies, Senior Technology Analyst

Some questions answered in this report include:

  • Are smartphones too small for commerce?
  • Are enough companies embracing mobile?
  • Should more advertising expenditure be attributed to mobile?
  • 4G rollout – Is Everything going to be available Everywhere?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market drivers
              • Smartphone ownership
                • Figure 1: Smartphone ownership, Jan 2011-Sep 2012
              • Smartphone addiction
                • Figure 2: Smartphone addiction, 2011 and 2012
              • Mobile share of e-commerce increasing
                • Recent GDP data shows potential
                  • Figure 3: GDP quarterly percentage change, Q1 2008-Q3 2012
                • The consumer
                  • Products and services purchased
                    • Figure 4: Products/services purchased via a smartphone, within the last 12 months, September 2012
                  • Purchasing and payment methods
                    • Figure 5: Purchasing methods, September 2012
                    • Figure 6: Payment methods used by smartphone purchasers, September 2012
                  • Transaction spending
                    • Figure 7: Maximum amount spent on an individual purchase, September 2012
                  • Reasons for using m-commerce
                    • Figure 8: Reasons for using m-commerce, September 2012
                  • Barriers to m-commerce
                    • Figure 9: Barriers to m-commerce, September 2012
                    • Figure 10: Ways to encourage purchasing via smartphones, September 2012
                  • What we think
                  • Issues in the Market

                      • Are smartphones too small for commerce?
                        • Are enough companies embracing mobile?
                          • Should more advertising expenditure be attributed to mobile?
                            • 4G rollout – Is Everything going to be available Everywhere?
                            • Trend Application

                                • Trend: Life Hacking
                                  • Trend: Transumers
                                    • Trend: 2015 Old Gold
                                    • Market Drivers

                                      • Key points
                                        • Smartphone ownership
                                          • Figure 11: Smartphone ownership, Jan 2011-Sep 2012
                                        • Smartphone demographics
                                          • Figure 12: Personal ownership of smartphones and basic mobile phones, by age, September 2012
                                          • Figure 13: Personal ownership of smartphones and basic mobile phones, by gross annual household income, September 2012
                                          • Figure 14: Personal ownership of smartphones and basic mobile phones, by social media visitors who log in once a month or more, September 2012
                                        • Smartphone addiction
                                          • Figure 15: Smartphone addiction, 2011 and 2012
                                        • Contracts and data plans
                                          • Figure 16: Most expensive SIM-free handsets, by brand, October 2012
                                        • Mobile share of e-commerce increasing
                                          • Figure 17: Internet sales as a percentage of retail sales, February 2007- February 2012
                                        • Consumer confidence remains low
                                          • Figure 18: GFK NOP Consumer Confidence Index, January 2008-October 2012
                                        • Recent GDP data shows potential
                                          • Figure 19: GDP quarterly percentage change, Q1 2008-Q3 2012
                                        • NFC – changing the way we pay
                                          • Apple driving both casual and considered purchasing
                                            • Figure 20: Casual games purchased, by mobile platform, July 2012
                                            • Figure 21: Proportion of purchases made via smartphones, by value, by platform, July 2012
                                            • Figure 22: Proportion of purchases made via smartphones, by type, by platform, July 2012
                                        • Who’s Innovating?

                                          • Key points
                                            • Mobile optimisation initiatives
                                              • Shazam’s Super Bowl campaign
                                                • US food and drink giants differ in approach
                                                • Products and Services Purchased

                                                  • Key points
                                                    • Smartphone purchasing more popular amongst the young
                                                      • Figure 23: Products/services purchased via a smartphone, by age, September 2012
                                                    • Smartphones: a device used for immediate needs
                                                      • Figure 24: Products/services purchased via a smartphone, within the last 12 months, September 2012
                                                    • M-Commerce could prompt more impulse purchasing
                                                    • Purchasing and Payment Methods

                                                      • Key points
                                                        • Apps deliver more than just entertainment
                                                          • Figure 25: Purchasing methods, September 2012
                                                        • Older consumers less app happy
                                                          • Figure 26: Purchasing methods, by age, September 2012
                                                        • Apps seen as a ‘play-thing’
                                                          • Figure 27: ‘Casual’ smartphone purchases, by purchasing method, September 2012
                                                          • Figure 28: ‘Considered’ smartphone purchases, by purchasing method, September 2012
                                                        • Consumers seeking alternative ways to pay
                                                          • Figure 29: Payment methods used by smartphone purchasers, September 2012
                                                      • Transaction Spending

                                                        • Key points
                                                          • M-commerce dominated by small ticket items
                                                            • Figure 30: Maximum amount spent on an individual purchase, September 2012
                                                            • Figure 31: Consumers who have spent over £50 vs total number of smartphone purchasers, by age, September 2012
                                                          • Apple driving value of mobile purchasing
                                                            • Figure 32: Proportion of purchases made via smartphones, by platform, July 2012
                                                          • Spending habits not purely defined by product
                                                          • Reasons for using M-Commerce

                                                            • Key points
                                                              • Smartphones: a device of choice and convenience
                                                                • Figure 33: Reasons for using m-commerce, September 2012
                                                              • Bricks and mortar providing the shop window for m-commerce
                                                                • Figure 34: Smartphone activities performed whilst out shopping, March 2012
                                                              • Website optimisation: a must for premium products
                                                                • Figure 35: Visitor bounce rates from e-commerce websites, 2010-12
                                                              • Changing the face of spam through mobile engagement
                                                              • Barriers to M-Commerce

                                                                • Key points
                                                                  • Smartphone barriers more than just physical
                                                                    • Figure 36: Barriers to m-commerce, September 2012
                                                                  • Overcoming security fears
                                                                    • M-commerce can reach a bigger audience
                                                                      • Figure 37: Ways to encourage purchasing via smartphones, September 2012
                                                                      • Figure 38: Likelihood of purchasing via smartphones, September 2012
                                                                  • Appendix – Products and Services Purchased

                                                                      • Figure 39: Most popular products/services purchased via a smartphone, by demographics, September 2012
                                                                      • Figure 40: Next most popular products/services purchased via a smartphone, by demographics, September 2012
                                                                      • Figure 41: Other products/services purchased via a smartphone, by demographics, September 2012
                                                                      • Figure 42: Least popular products/services purchased via smartphone, by demographics, September 2012
                                                                      • Figure 43: Products/services purchased via smartphone, September 2012
                                                                      • Figure 44: Products/services purchased via a smartphone, by most popular products/services purchased, September 2012
                                                                      • Figure 45: Products/services purchased via a smartphone, by next most popular products/services purchased, September 2012
                                                                      • Figure 46: Products/services purchased via a smartphone, by other products/services purchased, September 2012
                                                                      • Figure 47: Products/services purchased via a smartphone, by least popular products/services purchased, September 2012
                                                                  • Appendix – Purchasing and Payment Methods

                                                                      • Figure 48: Purchasing method, by demographics, September 2012
                                                                      • Figure 49: Payment method, by demographics, September 2012
                                                                      • Figure 50: Purchasing method, September 2012
                                                                      • Figure 51: Purchasing method, by most popular products/services purchased, September 2012
                                                                      • Figure 52: Purchasing method, by next most popular products/services purchased, September 2012
                                                                      • Figure 53: Purchasing method, by other products/services purchased, September 2012
                                                                      • Figure 54: Purchasing method, by least popular products/services purchased, September 2012
                                                                      • Figure 55: Payment method, September 2012
                                                                      • Figure 56: Payment method, by most popular products/services purchased, September 2012
                                                                      • Figure 57: Payment method, by next most popular products/services purchased, September 2012
                                                                      • Figure 58: Payment method, by other products/services purchased, September 2012
                                                                      • Figure 59: Payment method, by least popular products/services purchased, September 2012
                                                                  • Appendix – Transaction Spending

                                                                      • Figure 60: Amount spent, by demographics, September 2012
                                                                      • Figure 61: Amount spent, September 2012
                                                                      • Figure 62: Amount spent, by most popular products/services purchased, September 2012
                                                                      • Figure 63: Amount spent, by next most popular products/services purchased, September 2012
                                                                      • Figure 64: Amount spent, by other products/services purchased, September 2012
                                                                      • Figure 65: Amount spent, by least popular products/services purchased, September 2012
                                                                      • Figure 66: Products/services purchased, by amount spent, September 2012
                                                                      • Figure 67: Amount spent, by purchasing method, September 2012
                                                                      • Figure 68: Purchasing method, by amount spent, September 2012
                                                                      • Figure 69: Amount spent, by payment method, September 2012
                                                                  • Appendix – Reasons for using M-Commerce

                                                                      • Figure 70: Most popular reasons for using m-commerce, by demographics, September 2012
                                                                      • Figure 71: Next most popular reasons for using m-commerce, by demographics, September 2012
                                                                      • Figure 72: Reasons for using m-commerce, September 2012
                                                                      • Figure 73: Reasons for using m-commerce, by most popular products/services purchased, September 2012
                                                                      • Figure 74: Reasons for using m-commerce, by next most popular products/services purchased, September 2012
                                                                      • Figure 75: Reasons for using m-commerce, by other products/services purchased, September 2012
                                                                      • Figure 76: Reasons for using m-commerce, by least popular products/services purchased, September 2012
                                                                      • Figure 77: Products/services purchased, by most popular reasons for using m-commerce, September 2012
                                                                      • Figure 78: Products/services purchased, by next most popular reasons for using m-commerce, September 2012
                                                                      • Figure 79: Reasons for using m-commerce, by purchasing method, September 2012
                                                                      • Figure 80: Purchasing method, by most popular reasons for using m-commerce, September 2012
                                                                      • Figure 81: Purchasing method, by next most popular reasons for using m-commerce, September 2012
                                                                      • Figure 82: Reasons for using m-commerce, by amount spent, September 2012
                                                                      • Figure 83: Amount spent, by most popular reasons for using m-commerce, September 2012
                                                                      • Figure 84: Amount spent, by next most popular reasons for using m-commerce, September 2012
                                                                      • Figure 85: Reasons for using m-commerce, by ways to encourage purchasing, September 2012
                                                                  • Appendix – Barriers to M-Commerce

                                                                      • Figure 86: Most common barriers to m-commerce, by demographics, September 2012
                                                                      • Figure 87: Next most common barriers to m-commerce, by demographics, September 2012
                                                                      • Figure 88: Ways to encourage purchasing, by demographics, September 2012
                                                                      • Figure 89: Barriers to m-commerce, September 2012
                                                                      • Figure 90: Barriers to m-commerce, by most common barriers to m-commerce, September 2012
                                                                      • Figure 91: Barriers to m-commerce, by next most common barriers to m-commerce, September 2012
                                                                      • Figure 92: Barriers to m-commerce, by most common products/services purchased, September 2012
                                                                      • Figure 93: Barriers to m-commerce, by next most common products/services purchased, September 2012
                                                                      • Figure 94: Barriers to m-commerce, by other products/services purchased, September 2012
                                                                      • Figure 95: Barriers to m-commerce, by least popular products/services purchased, September 2012
                                                                      • Figure 96: Products/services purchased, by most common barriers to m-commerce, September 2012
                                                                      • Figure 97: Products/services purchased, by next most common barriers to m-commerce, September 2012
                                                                      • Figure 98: Barriers to m-commerce, by purchasing method, September 2012
                                                                      • Figure 99: Purchasing method, by most common barriers to m-commerce, September 2012
                                                                      • Figure 100: Purchasing method, by next most common barriers to m-commerce, September 2012
                                                                      • Figure 101: Barriers to m-commerce, by amount spent, September 2012
                                                                      • Figure 102: Amount spent, by most common barriers to m-commerce, September 2012
                                                                      • Figure 103: Amount spent, by next most common barriers to m-commerce, September 2012
                                                                      • Figure 104: Ways to encourage purchasing, September 2012
                                                                      • Figure 105: Ways to encourage purchasing, by most popular products/services purchased, September 2012
                                                                      • Figure 106: Ways to encourage purchasing, by next most popular products/services purchased, September 2012
                                                                      • Figure 107: Ways to encourage purchasing, by other products/services purchased, September 2012
                                                                      • Figure 108: Ways to encourage purchasing, by least popular products/services purchased, September 2012
                                                                      • Figure 109: Products/services purchased, by ways to encourage purchasing, September 2012
                                                                      • Figure 110: Ways to encourage purchasing, by purchasing method, September 2012
                                                                      • Figure 111: Purchasing method, by ways to encourage purchasing, September 2012
                                                                      • Figure 112: Ways to encourage purchasing, by payment method, September 2012
                                                                      • Figure 113: Ways to encourage purchasing, by amount spent, September 2012
                                                                      • Figure 114: Amount spent, by ways to encourage purchasing, September 2012
                                                                      • Figure 115: Ways to encourage purchasing, by most common barriers to m-commerce, September 2012
                                                                      • Figure 116: Ways to encourage purchasing, by next most common barriers to m-commerce, September 2012
                                                                      • Figure 117: Barriers to m-commerce, by ways to encourage purchasing, September 2012

                                                                  Companies Covered

                                                                  • Asda Group Ltd
                                                                  • Daily Mail
                                                                  • Google UK
                                                                  • Guardian Newspapers Limited
                                                                  • Independent (The)
                                                                  • McDonald's Restaurants Limited (UK)
                                                                  • Schuh (UK)
                                                                  • Spotify AB
                                                                  • Starbucks Coffee Company UK Ltd
                                                                  • Telegraph Group Limited

                                                                  Smartphone Purchasing Habits - UK - November 2012

                                                                  £1,995.00 (Excl.Tax)