Research points to widespread smartphone take-up this year

Some 72% of shoppers believe they will own a smartphone by the end of the year, according to research commissioned by Savvy Marketing.

Smartphone: take-up expected to escalate among shoppers this year
Smartphone: take-up expected to escalate among shoppers this year

Over half (51%) of the 998 shoppers questioned by independent market research agency PCP Market Research already had a smartphone, with that proportion set to increase dramatically by the end of the year.

While smartphone ownership is currently skewed towards younger shoppers, the majority of people who plan to buy a smartphone in 2012 are aged over 45, according to the survey.

Some 55% of respondents said they would like to replace all their loyalty cards with an app, while 44% said they would like to see smartphones used to help them track down items in-store.

The majority of shoppers were still reticent about near field communication (NFC), with just 41% saying they liked the idea of paying for low-price goods using their smartphone.

Alastair Lockhart, head of insight at Savvy Marketing said: "Smartphones are quickly becoming a mainstream marketing channel that few retailers and brand owners can afford to ignore.

"Smartphones are no longer only for targeting a younger audience, with the majority of those planning to buy a smartphone in 2012 aged over 45."

Follow Matthew Chapman at @mattchapmanUK

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).