Two Thirds of UK Shoppers Want Wearable Tech to Shape Their Shopping Experience

woman walking and looking at her phone featured image

PowerReviews Releases Study on the Impact of Mobile and Wearable Technology on Consumer Shopping Behaviour

  • 45% of current smartphone users either own or plan to buy a wearable device within the next 12 months.
  • Almost 90% of shoppers are using technology to help them shop.
  • 80% of consumers are interested in accessing product ratings and reviews while in store.

May 12, 2015 – LONDON – PowerReviews, the company powering ratings, reviews and Q&A technology for more than 1,000 global brands and retailers, has released a new study that analyses how mobile and wearable technology are impacting consumer expectations.

Surveying more than 1,000 smartphone users in the UK, and conducting a similar study in the U.S., the PowerReviews study, Retail Revolution: How mobile and wearable technology is transforming UK consumer behaviour and retail opportunities”, explores the impact of technology on shopping behaviour and outlines what retailers need to consider to meet these changing demands.

Among the findings of PowerReviews’ study:

Wearable tech will drive shopping efficiency
65% of shoppers would like technology such as smart watches to enhance their shopping experience.

A third of shoppers would like their favourite stores to alert them to long queues so they know to come back later.

27% want retailers to enable one-click payments through a wearable device.

Over a quarter would like reminders of special events, such as birthdays, holidays and anniversaries, when already out shopping.

A quarter of both men and women would like wearable tech to notify retailers they are having a down day and to send them discounts or offers to perk them up.

Consumers are excited about wearable technology, primarily because they believe this technology will make their lives easier, especially when it comes to shopping. Shoppers are interested in a variety of ways wearable technology can make shopping, especially in-store, more efficient.

Consumers want connection

  • 88% of shoppers are already using technology to make purchase decisions.
  • 60% now use their phone or tablet to research competitor products or services online before making a purchase and 45% surf a store’s website via their mobile phone to access reviews while shopping in-store.

Of those who already own a wearable device, 34% use it for shopping, and 29% of those who plan to buy a wearable device in the next 12 months want the technology to help them shop.

Interactions between shoppers and retailers are no longer linear as technology has rewritten the consumer behaviour and with it, the retail landscape. Most shoppers are already using technology to help make purchase decisions and many are open to new technologies that can enhance their in-store shopping experiences.

While new technologies continue to make the path to purchase more complex by increasing the ways in which shoppers and retailers interact, they also create opportunities for retailers to deliver more targeted, context-driven product information, making their message much more effective.

Shoppers want in-store reviews and hyper-relevant information
35% of shoppers would be open to being sent push notifications containing information about products, discounts, or product reviews, as long as it helps them make the right purchase decision, saves money or helps enhance the overall shopping experience.

Shoppers want ratings and reviews available when shopping online also available in stores and as a result, many shoppers have turned to their mobile devices. Beacons have emerged as a tool for retailers to deliver context-driven, relevant information straight to a shopper’s phone. Compared to the U.S., consumers in the UK are a lot more open to beacon technology (16% vs 35%), but there is still a need for retailers to demonstrate the value in these communications.

“In-store and online shopping experiences can no longer be viewed independently. Today’s consumers want access to ratings, reviews and other product information

whenever and wherever they’re making purchase decisions – whether online, via mobile device or in store” said Matt Moog, CEO of PowerReviews.

“Technologies like wearables, near-field communication and beacons are creating more ways for retailers to deliver this hyper-relevant and authentic information to shoppers, which will enhance the shopping experience, drive sales and create passionate brand advocates.”

Notes to Editors

About PowerReviews
PowerReviews is the choice of 1,000 global brands and retailers to collect and display ratings and reviews on 5,000 websites. An essential resource for consumers as they search and shop online and in-store, ratings and reviews drive relevant traffic, increase sales, and create actionable insights to improve products and services. PowerReviews’ mobile-friendly rating and review and Q&A software is fast to implement and simple to customize, making it easy for brands and retailers to generate more authentic content that is seen by more consumers. The PowerReviews Open Syndication Network is the largest in the industry, reaching 2,500 retailers and more than 700 million in-market shoppers every month, giving retailers and brands the power to reach shoppers wherever they are.  For more information, visit

Media contacts:
Sharon Flaherty – 07951 327 364 –
Rachel Davies – 07966 023 136 –

About the Survey
Research carried out by PowerReviews amongst 1,071 UK consumers who use a smartphone between 1st and 2nd April 2015.