Interestingly, 6% of respondents still believe that mobile websites don’t offer the same product range as desktop sites.

Why haven’t you bought anything online using your smartphone?

The data comes from a Toluna survey of 1,000 UK consumers, the full results of which are included in our new Mobile Commerce Compendium.

It contains tips and advice on m-commerce, mobile search, and how mobile can be used in-store and as part of a broader multichannel strategy.

What do people buy using mobile?

The data showed that around half (49%) of consumers had bought something using their device in the previous six months, with a majority of this group (54%) spending fewer than £50 in total.

This tallies with results from a separate question which show that inexpensive consumer goods are the most frequently purchased items through mobile commerce.

Books (43%) and clothes (42%) proved to be the most common items purchased through mobile commerce, closely followed by clothes (42%) and music (40%). 

This could possibly be a reflection of Amazon’s strength in mobile commerce, as shoppers can easily turn to its app to buy books and music with just a few clicks.

Furniture proved to be the least popular among the available options with just 7% of mobile shoppers having bought from this product category.

What type of products did you shop for using your smartphone?