UK consumers ‘ahead of the curve’ in adopting new technologies

UK shoppers and businesses are taking to online and mobile technology at higher rates than in other parts of the world, according to a global report by KPMG.

The survey also found consumers to be increasingly willing to accept their online usage pattern and personal profile to be tracked by advertisers. Forty-nine per cent of UK respondents, (62 per cent globally), said they would be ready for such a ‘trade off’ if it resulted in lower costs or free content.

KPMG suggests this could provide a “significant revenue opportunity for businesses” able to monetise their customers’ dataset. It did however point towards consumers’ continuing concerns around privacy.

With the use of social media more prevalent in the UK than elsewhere around the globe, shoppers are more likely to purchase everything from CDs to holidays online.

KPMG also found mobile devices were changing shopping behaviour. Forty-five per cent of UK respondents said they now use their mobile devices to locate the nearest store, 32 per cent to research products and services, 30 per cent for online promotions and 19 per cent to scan in barcodes for product information.

Most UK customers also consult feedback and ratings pages on the internet, or search social networking sites for product information.

For the survey, KPMG spoke to over 9,600 consumers in 31 countries.