The research also found that smartphone owners are using their phones to browse, research and shop via their devices.  More than a quarter (28 per cent) now use their smartphone to find product information on a regular basis and remains one of the most popular shopping activities to complete on a phone.

Both smartphone and non-smartphone users were surveyed, with the results clearly highlighting the continuing shift in consumer behaviour as an increasing number of shoppers are adapting to new technologies, browsing, shopping and interacting with their favourite brands on the move.

PureNet chief executive, Dr Paul Gibson, says: “Smartphone owners are using the web almost as frequently via their mobile devices as they are on their desktop PCs.  Smartphone use is fundamentally affecting consumer behaviour. We are entering into an age of m-commerce; a shopping revolution where the consumer has the power to dictate to retailers where, when and how they want to interact and shop.

“The results clearly indicate the growing trend that smartphones are being used more and more as an essential lifestyle accessory, with almost a 15 per cent rise in the number of consumers interacting with mobile applications on a daily basis.

“The trends in multi channel and convergence within retail, are reinforcing the importance of a single integrated platform that can manage and support all the channels, including mobile.”