Over half of British consumers are loyal to their mobile network operators - report

According to the report, retail shopping behaviour is undergoing a rapid change as British consumers start to use mobile handsets for more than just voice calls. While 39 percent of UK population uses their mobile phones to access the Internet, a quarter (24 percent) of British consumers use their mobile phones to check product details, prices and reviews while shopping in-store. There is also a gradual consumer acceptance to interacting with brands and stores through mobile technology as 20 percent of polled request loyalty schemes and offers on their mobile devices.

The research has also found that there is a slow pace of brand interaction and acceptance of social media loyalty programs among British consumers. In the first half of 2012, 22 percent of the public visited the Facebook site of a company they are loyal to while 8 percent have followed a company they are loyal to on Twitter. Only 7 percent have requested loyalty scheme offers via social networking sites.

Finally, the report has shown that, as new payment and loyalty solutions become available on mobile, more British consumers anticipate using these services. In June 2013, 17 percent of British consumers expect to have used their phones to pay for things. The same number (17 percent) expect to have used their mobile phones in place of a loyalty card to identify themselves when making a purchase.

“The Customer Loyalty Report 2012” was conducted by UK market research firm Ipsos MORI and sponsored by consulting firm The Logic Group.