The number of smartphone owners has reached 72% in the UK, growing by 14% in the last 10 months alone, according to research from Deloitte.
Generation Y – those aged around 25 to 30 – are the most likely to own a smartphone, at 89%, and are considered a key target for mobile marketers. But Generation Z – those aged 16 to 24 – follow closely with 85% smartphone ownership, and these people are the happiest group to use apps for shopping rather than going in store, at 48%.
More than half, 54%, of 54 to 65-year olds now own a smartphone too. Gen Z are also more likely to use their phone for search, 59% compared to 34% on average, and to prefer that their search is relevant to their location, at 52% versus 40% overall.
Half of the 1,000 people surveryed said they have used their handset to make a purchase, while 57% have checked product availability. Mobile payments are increasingly perceived as more convenient by shoppers, Deloitte’s Consumer Review research found, as 31% have already used an online wallet, with 12 per cent venturing into contactless payments.
The survey was carried out in May by TNS, on behalf of Deloitte, among people in the UK between the ages of 16 and 64.