Mobile devices are playing an increasingly important role in the planning and purchasing decisions of UK customers for Valentine’s Day, reports RadiumOne.

Specialist research agency TPoll conducted a survey for the advertising platform, highlighting  the role of digital technology as Brits prepare to spoil their loved ones this year.

The Valentine’s research stresses the importance of optimising digital experiences across devices and how vital it is for marketers to be forward-thinking and work to understand consumer behaviour both in-store and across technology.

Brands must also ensure they are marketing the right products to the right demographics on the right platforms, according to RadiumOne.

Almost one third (30%) of the UK’s population now research for Valentine’s Day on a mobile device, 42% of which are between 18-34 years old.

But despite the clear influence and impact of mobile for Valentine’s research, 39% of consumers will still use a desktop computer to conduct research and 64% of those celebrating the occasion are expected to consider buying their gifts in-store.

Shopping revolution

Nevertheless, mobile purchasing is undeniably on the rise, with 26% of consumers buying their Valentine gifts on a smartphone or tablet.

Rupert Staines, European MD at RadiumOne, remarked that mobile technology has revolutionised UK shopping, with evidence of increased trust and confidence in researching and shopping via mobile devices.

“What we’re seeing is people researching Valentine’s gifts on the go and then being comfortable purchasing later online via their desktop, mobile or tablet,” he says.
“For brands in today’s data-driven, omni-channel world, it’s all about ensuring your business has the right platform to reach the Valentine’s Day customer on the right device and at the very moment they want your product or service.

“Connecting to your audience anywhere and everywhere is the crucial competitive advantage.”