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An independent nationwide survey conducted on behalf of bss digital has found that nearly 1 in 3 (29%) of British shoppers don't trust the security on smartphones and tablet computers for online shopping, so they use a PC instead. Consequently, businesses who are not offering secure shopping experiences for their customers could be missing out on nearly as much as 14m* consumers.

The survey on how people use smartphones and tablet computers for online shopping also found that a quarter (25%) of consumers research a product first on a smartphone or tablet computer and then purchase it later on a PC. A fifth (19%) of UK adults research and purchase a product via their smartphone or tablet computer. The survey was conducted by Opinium. In light of the findings, bss digital has also launched a new whitepaper entitled "Using mobile to reach customers"

James Southgate, Client Services Director at bss digital said: “The lack of trust in smartphone security is reminiscent of how people were initially reluctant to make payments over a computer during the early days of internet shopping. Today there a number of options businesses can use to demonstrate their security and reassure consumers that mobile payments are robust. This can include having the highest forms of encryption, and using a payment platform that consumers are familiar with and even consider direct operator billing so the purchase is added to the phone bill. 40%** of UK adults now own smartphones and that number is growing fast. Businesses can ill afford to overlook mobile.

“Also the fact that 1 in 4 consumers (25%) research a product first on a smartphone and then purchase it later on a PC is a missed opportunity. From the time it takes a customer to look at their potential purchase on their handset and then later log on to a PC and purchase it - they could easily have stumbled upon your competitor. That's a sale lost. That's why it is important for both the mobile and the PC version of a website to have a consistent look and feel with pretty much the same functionality which is possible to achieve. A customer should be able to browse and then make a payment within a matter of a few clicks. It sounds clichéd, but online time is money.”

Demographically the survey found that a third (33%) of UK adults aged 18-34 research and purchase the product via their smartphone or tablet computer compared with 9% of shoppers over the age of 55. 37% of 18-34s researched first on a smartphone or tablet computer then used a PC later. Comparing male and female shoppers, a slightly higher proportion of (27%) men researched a product first on a handset and then buyt it later on a PC compared to 22% of females.

Geographic summary:

London

•28% (1 in 3) research and purchase the item via their smartphone/tablet computer - the highest across the UK whilst
•33% do not trust the security on smartphones/tablet computers for their online shopping
•30% research a product first on their smartphone or tablet computer and then purchase it later on a PC
•69% only use a PC for their online shopping
•18% use both a PC and smartphone for their online shopping
Scotland

•20% research and purchase the item via their smartphone /tablet computer
•26% do not trust the security on smartphones/tablet computers for their online shopping
•23% research a product first on their smartphone or tablet computer and then purchase it later on a PC
•67% only use a PC for their online shopping
•17% use both a PC and smartphone for their online shopping
South East England

•14% research and purchase the item via their smartphone /tablet computer
•23% do not trust the security on smartphones/tablet computers for their online shopping
•21% research a product first on their smartphone or tablet computer and then purchase it later on a PC
•72% only use a PC for their online shopping
•16% use both a PC and smartphone for their online shopping

Published on: 1:14PM on 14th February 2013