The paper "Online Shopping and Traditional Shopping Behavior" is a good example of a literature review on marketing. There is a notable change in consumer behavior since the emergence of the internet in the world. This development is beneficial to various businesses in the world, as they can now reach a global market. This paper seeks to compare online and traditional shopping with regard to UK foreign students’ usage of the smartphone. It will do this by exploring the differences between the two modes of shopping, as well as their advantages and disadvantages.
Besides, the paper will investigate the issue of consumer satisfaction in terms of traditional and online shopping. What is more, the paper will tackle the issues that affect consumer satisfaction in relation to both online and traditional shopping, such as, perceived risk and value. To understand the issue well, the paper will examine the context of the study, which involves smartphone usage in the UK in comparison to other countries. UK smartphone users' background and industry As per Jary (2012), new study findings of the comScore, the United Kingdom (UK) is the major European country that uses a smartphone.
Measured against an average mobile subscribers’ penetration of 45.2%, 52.6% of the UK customers use a smartphone like BlackBerry phones, Apple iPhone, and Windows Phone, or at least one Android smartphone. Further, the study results indicate that smartphone penetration in Germany emerged as the lowest among the leading European states with 38.2%. Besides, Spain measured at 52.5%, Italy measured at 44.4%, while France, 41.4%. Moreover, Jary (2012) says that the UK is the leading country in which people use mobile applications by 49.7% against the average measure of 39.2%.
Its mobile usage is 50.6% against 39.2%, text-messaging measures at 91.8% against 84.5%, social networking measures at 38% against 26.4%, and mobile games measures at 35.4% against 28.1%. Nevertheless, the UK’ s usage of smartphones for music is low at 0.1% against the European mean usage of 27.5%. Here, the leading country in terms of music penetration in Spain measuring at 36.2%. Furthermore, Jary (2012) says that the study indicates that the UK has the highest smartphone penetration with almost half (46.8%) users maintain that they access new sites at least once every month.
They also demonstrated that the UK has the greatest mobile news access usage, in that 46.8% of smartphone users access news more than once per month, while 15.8% of users access news nearly every day. As per the mobile research firm mobileSQUARED, there were over 32million users of smartphones in the UK by 2011. Moreover, the study shows that, by 2015, there is a likelihood of the percentage to double. According to emarketer, 17 million people in the UK go online through mobile this year.
By 2015, this figure probably goes beyond 20 million, and that tablet usage is on the rise. In comparison to Android or iPhone users, BlackBerry users use 38% more time looking for flights at the workplace.