Shoppers use mobile internet to review products and compare prices

BT has conducted research that found that internet-savvy consumers are increasingly using their mobile broadband enabled smartphones to check prices and product reviews on the go.

BT customers who had used the their ToGo smartphone over the last three months were interviewed as part of the survey. The ToGo phone is available to customers who sign up to BT’s “Broadband Anywhere” internet service, which encompasses both mobile internet and a home internet service.

The survey found that almost half of those on the move were browsing for goods or services, and a third were comparing prices and reading product reviews. The most popular type of website was search engines, with 71% of customers visiting them regularly, followed by news sites (66%). Other popular websites included travel, entertainment, sport and price comparison sites. 20% of consumers said that they now spend less time online at work, and more time surfing the net on the move.

The findings correspond with a recent Ofcom report which highlighted a surge in the number of dongles and data cards sold, and concluded that a number of people were switching from fixed-line ISPs to mobile broadband.

“The days of the internet being something for the home are over,” said BT Futurologist Ian Neild. “For a growing number of savvy shoppers, the online and in-store worlds have now merged. Retailers should take advantage of the fact that customers may now have access to the Internet whilst in-store and, for example, use their wi-fi connections to deliver expert advice via a store intranet channel.”

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