UK Consumers Plan to do More Shopping on their Smartphones this Christmas

A study has indicated that 35 percent of UK consumers will do more shopping on their smartphones this Christmas, as the popularity of shopping and browsing on mobile devices continues to increase.

According to eDigitalResearch and IMRG, the latest eCustomerServiceIndex (eCSI) results show that 61 percent of the 6,000 surveyed will browse more frequently via their phone over the next 12 months, with just under half (49 percent) of these making a purchase from their smartphone as well.

“This year will be one of the first Christmas shopping periods where mobile shopping will be readily available to the majority of consumers. The rapid development in mobile technology and the quick uptake by retailers of mobile sites and retail apps means that more and more brands have the opportunity to connect with potential customers, encourage purchases and increase revenues,” said Derek Eccleston, research director at eDigitalResearch.

The company recommended that it is crucial that retailers have a strong presence across multiple channels in order to maximise the potential rewards.


  • The results also found that more and more consumers will be relying on the Internet this year for their Christmas shopping, despite the snow and disrupted deliveries that affected online orders in 2010. 19 percent of those surveyed will be doing more Christmas shopping online this year. One third (33 percent) of consumers said that they will be spending at least half of their Christmas budget online, whilst one in four (25 percent) will do up to three quarters of their shopping on the internet.
  • The results also indicate that price will be the main influencing factor for consumers this Christmas period. 46 percent of people claim that better prices are the main reason encouraging them to shop online rather than through other channels, an increase of five percent on last year’s results. Similarly, almost half (45 percent) of consumers are somewhat reliant on the internet to stretch their budgets, whilst 17 percent of shoppers are very reliant.
  • Over half of those surveyed (54 percent) will be commencing their shopping earlier this year in an attempt to spread the cost, signalling the importance for retailers to begin implementing their Christmas promotions early enough in time to catch the majority of Christmas shoppers. Almost half (48 percent) also said that they can often be influenced by a retailer’s deals and promotions, indicating for retailers the importance of understanding key influencers for their customer base.