Partner Article

4G could bring £1.8bn boost to retail economy

Retailers could receive a £1.8bn boost once fourth generation (4G) broadband becomes universally available.

A survey carried out across more than 2,000 consumers showed mobile shopping could rise by 113%, compared with figures in 2012, as a result of 4G.

Research taken by retail analysts Conlumino on behalf of eBay found 50.3% of consumers said internet speed stopped them shopping on their mobile phones, while 49.6% said reliability was the main hindrance.

With 55% of consumers surveyed now using their mobile phones to shop, the arrival of 4G could have a significant impact on the UK’s retail economy.

Retail giant eBay’s senior director of ecommerce, Olivier Ropars, commented: “Consumers today want convenience and speed.

“The arrival of universal 4G will bring with it a more immersive, instant and intimate shopping experience than ever before – putting the most exciting features of mobile retail as we know it into high definition.

“It won’t just turbo-charge the way we shop. It will truly give us the ability to shop anytime, anywhere. That means an extra £1.8bn of consumer spending up for grabs.

“Retailers must act now and think about the virtual shop window, to turn this huge opportunity into an exciting reality.”

Neil Saunders, director of Conlumino, added: “Retailers today must take every chance to engage consumers, inspiring them and giving them every possible opportunity to buy and interact with their brands.

“An omnichannel approach is key to making this happen and with universal 4G on the horizon, retailers can’t afford to stand still.”

This was posted in Bdaily's Members' News section by Miranda Dobson .