Online shopping organizations are undertaking mobile applications because of the ease of access to the customer.

A survey by analysts at the Aberdeen Group states that 64 per cent of retailers see this as the major reason for investing in the medium.

Around 50 per cent of retailers also said that they would favour using mobile applications for both transactions and loyalty schemes.

Interest in mobile shopping compared to last year saw a vast increase in awareness, with the Aberdeen Group finding the greatest concern among retailers being customer retention.

40 per cent of respondents identified this as their biggest business pressure, with the growth in smartphones seen as the chief method for engaging the customer.