Research points to widespread smartphone take-up this year

Over half (51%) of the 998 shoppers questioned by independent market research agency PCP Market Research already had a smartphone, with that proportion set to increase dramatically by the end of the year.

While smartphone ownership is currently skewed towards younger shoppers, the majority of people who plan to buy a smartphone in 2012 are aged over 45, according to the survey.

Some 55% of respondents said they would like to replace all their loyalty cards with an app, while 44% said they would like to see smartphones used to help them track down items in-store.

The majority of shoppers were still reticent about near field communication (NFC), with just 41% saying they liked the idea of paying for low-price goods using their smartphone.

Alastair Lockhart, head of insight at Savvy Marketing said: "Smartphones are quickly becoming a mainstream marketing channel that few retailers and brand owners can afford to ignore.

"Smartphones are no longer only for targeting a younger audience, with the majority of those planning to buy a smartphone in 2012 aged over 45."

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk