By Claire West

In a study carried out by the Internet Advertising Bureau (IAB), it was revealed that as many as 23 million Britons are using their mobile to shop online.

The report concluded that over half of all UK mobile owners engaged in product research and purchasing via their handsets. At a time when it is believed that some 28.5 million British citizens are making online purchases, the level of m-commerce represents quite a hefty chunk of those
actively participating in online shopping.

The study found that 43% of the 1,000 users questioned utilised internet access via their mobile phones to check product information, while 40% checked the opening times and contact details of high street stores on their mobile devices.

Mobile manager at the IAB, Alex Kozloff, emphasized the significance of the data:

“The study shows just how significant the mobile phone now is within the path to purchase, as well as how increasingly sophisticated mobile consumer behaviour has become.”

All the statistics from various sources point towards an over-arching rise in both the number of people shopping online, as well as the overall online sales expenditure.

A survey completed by the Office for National Statistics
revealed that 62: of Brits shop online, up almost 10% on 2008 figures.

A spokesperson for parcel delivery company [] explained the positive ramifications for the parcel delivery industry:

“With such a positive growth in online retail, it is inevitable that the demand on companies like ourselves to distribute products purchased over the internet will rise. The increase in mobile phone usage also demonstrates
the need for companies to develop their mobile compatibility, and cater for the ever-growing market for online shopping via mobile.”

The latter insight holds true for both the retailer as well as the courier service delivering the purchased items.

While it is evidently in the best interests of online retailers to make the buying path as clear and efficient
as possible, it is also beneficial for parcel delivery companies to ensure their sites are optimised for mobile use, allowing customers to easily track their parcels from despatch to arrival.