4G connectivity encourages consumers to shop on mobiles

Wednesday, December 11, 2013 - 15:38 by Paul Tissington

Network provider, Orange, revealed in a recent study that more people are carrying out safe shopping online from their mobile devices than ever before, as a result of 4G connectivity being made available across the UK and Europe.

The report revealed that just over half of all customers with a 4G smartphone and network coverage in their area had used their handset to make an online purchase in the past six months, according to Total Telecom.

Just a third of those still using older 3G services said that they had indulged in m-commerce over the same period, indicating that making the leap to a faster mobile internet connection can also result in a demonstrable improvement in sales.

4G also seems to be fuelling interest in gaming, with more users claiming to play regularly. Of course, it could just be that the figures are skewed because early adopters of 4G are also enthusiasts for experimenting with new ways to access shopping online and mobile entertainment. But even if this is the case, the results of the study are still compelling.

Report spokesperson, Jean-Marie Culpin, said that 4G was having a genuine impact on usage trends across the continent.

Another activity which 4G is motivating is showrooming, with people using their portable devices to look up information and compare prices when they are out in high street stores, which also allows them to get up close and personal with the products, before they commit to a purchase.

This puts an emphasis on the need for retailers to offer mobile shopping services, as well as in-store product showcases, because if they can capture consumers when they are shopping on several devices, it will be easier to sustain an online and high street presence in the future.