Deloitte report about mobile fact v hype

72% of UK consumers own a smartphone compared to 58% just ten months ago. Among the affluent and influential 25-34 years olds, nearly 90% own a smartphone. In excess of 50% of consumers have used a smartphone to check product availability and to buy goods. 48% of Generation Z, the 16–24 year olds, choose to shop via apps compared to 14% of 45-64 year olds. Only 21% of UK consumers are currently happy to receive tailored communications, but 40% welcome search results relevant to their location.  
  • 72% of UK consumers own a smartphone compared to 58% just ten months ago.
  • Among the affluent and influential 25-34 years olds, nearly 90% own a smartphone.
  • In excess of 50% of consumers have used a smartphone to check product availability and to buy goods.
  • 48% of Generation Z, the 16–24 year olds, choose to shop via apps compared to 14% of 45-64 year olds.
  • Only 21% of UK consumers are currently happy to receive tailored communications, but 40% welcome search results relevant to their location.
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