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The dawn of mobile influence

Discovering the value of mobile in retail

The dawn of the mobile influence - discovering the value of mobile in retail


Smartphones have influenced more than £15bn of in-store retail sales - 15 times the value of direct purchases made through mobile. Mobile is now at the forefront of many retailers’ agendas.

Deloitte has conducted a survey to assess smartphone usage among consumers and the influence of mobile, excluding tablets, on in-store sales. We found smartphones are already having a significant impact on the retail shopping journey.

Key findings

  • 58% of today’s UK consumers own a smartphone and by 2020, we estimate 100% of UK consumers to own a smartphone.
  • Smartphone ownership is forecast to grow to 81% by 2016.
  • 64% of smartphone users today use their mobile to make payments or their bills. However only 1% if those surveyed had paid in store using their smartphone (i.e. using NFC).
  • In Africa, $500,000,000 worth of mobile transactions are processed each month.
  • Whilst ¾ of smartphone users make use of GPS and location services only 1/5 are prepared to share information with retailers, even in return for financial benefit.


The dawn of mobile influence - discovering the value of mobile in retail (PDF)

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