An increasing number of UK shoppers are using smartphones to order goods online for a parcel delivery service to send to their homes, according to a report from consumer intelligence expert uSamp.

Conversely, social media is yet to make any major penetration into the ecommerce market, as only one per cent of respondents to uSamp's survey admitted to using social media sites to buy items.

The study examined the online shopping habits of 1,195 people across Britain, reports  freshbusinessthinking.com.

One in three of those surveyed had used their smartphone to buy something for courier delivery online, while a further 28 per cent claimed doing so is something they are likely to consider in the future.

Reasons for engaging in m-commerce included convenience, which 60 per cent of respondents described as the crucial factor behind its popularity, and the prospect of receiving special deals for shopping via the medium of smartphone.

On the other hand, the survey found consumers are put off using phones to shop online by the relatively small size of the screen and because of fears over the security of their personal details.

Gaelle Normand, managing director of uSamp Europe, said: "We will no doubt see large growth in both smartphone and social media shopping as brands adapt their offerings to both mediums, so consumers can purchase their favourite products as they chat with friends, surf from home or via their phones on the move."

Social media appears to be a less important driver of online sales, with the report noting that 54 per cent of people have never considered shopping using a social network, while 17 per cent feel their friends do not influence their buying habits in any way.

Linda Cheung, chief executive officer at CubeSocial, recently suggested social media can play an important role in building up brand awareness and loyalty.

Author:  Paul Burn