Business owners should be aware that a survey by the Internet Advertising Bureau (IAB) has revealed that 23 million Britons use their mobile phones to shop online.

The report concluded that over half of all UK mobile owners engaged in product research and purchasing via their handsets. At a time when it is believed that approximately 28 million British citizens are making online purchases, the level of m-commerce represents a sizeable proportion of those actively participating in online shopping.

The study found that 43% of the 1,000 users questioned utilised internet access via their mobile phones to check product information, while 40% checked the opening times and contact details of high street stores on their mobile devices.

"The study shows just how significant the mobile phone now is within the path to purchase, as well as how increasingly sophisticated mobile consumer behaviour has become," said Mobile manager at the IAB, Alex Kozloff.

A separate survey completed by the Office for National Statistics revealed that 62% of people in Britain shop online, up almost 10% on 2008 figures and again highlighting the importance to all small and medium-sized business owners of having an online presence.