The release of new technologies and devices like the iPhone 5 will lead to an increase in the amount of time UK consumers spend shopping online, according to research by retail experts Conlumino.

Commissioned by eBay, the new study concluded that technological innovations will see people spending almost twice as long browsing, researching and comparing prices of products, possibly boosting demand for related services such as cheap parcel delivery.

Approximately one hour and 20 minutes is currently the average amount of time shoppers dedicate to planning and completing purchases of items such as electronics, fashion and accessories for the home and garden.

The research predicts this will increase to about two and a half hours by 2014.

One of the main drivers of the trend is the improved functionality of the latest smartphones and tablets, which feature technology such as augmented reality.

This innovation allows consumers to virtually try on items or see how potential purchases would look in their home, thereby lengthening the shopping process.

eBay's Fashion App includes an image swatch tool that enables users to take a picture of a colour or fabric and search for similar items.

Olivier Ropars, senior director of mobile for the online marketplace, said smartphone sales are "booming", despite the recession, and the mobile channel is "fundamentally changing the way people shop".

Commenting on the phenomenon of shoppers devoting more time to their purchases, Mr Ropars noted that consumers are "firmly in the driving seat" of this trend.

He added: "Whilst spending more time shopping isn't for everyone, for many people it's a part of how they like to relax or fill time, at home or on the move.

"Advances in mobile allow them to do this whenever and wherever they want."

Last month, eBay upgraded its forecast of the value of global transactions through the mobile channel from $8 billion (£5 billion) to $12 billion.

Author:  Adrian Medland