A record number of consumers are using mobile phones to access retail websites, according to research from ForeSee Results.
Around 32% have used their mobile phone to view store sites, while 32% intend to use their mobile phones to access retail websites in the future.
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A total of 8% of web shoppers said they had made purchases from their phones over Christmas, compared to just 2% the previous year, it found.
Kevin Ertell, vice-president of retail strategy at ForeSee Result, said retailers not developing mobile platforms risked losing market share to competitors. "They cannot afford to ignore or even neglect the mobile experience and assume it won't hurt their traditional online or in-store business," he added
Larry Freed, president and CEO of ForeSee Results, said consumer expectations are being set by the best websites and the best mobile experiences. "They aren't going to have a lot of patience for excuses about the challenges that mobile shopping presents when it comes to design and usability," he added.
According to the research, shoppers highly satisfied with a mobile experience are 32% more likely to buy from that retailer online and 31% more likely to buy offline.