22 December 2016 09:00
Christmas 2016 sees surge in mobile shopping
There has been a significant rise in the number of online purchases being made on mobile devices in the run-up to Christmas this year.
Mobile traffic has risen by 26% according to the latest analysis by ecommerce consultancy Salmon.
Since Black Friday, mobile devices have led the way in online retail traffic, with 53% coming through mobile alone and 68% coming through mobile and tablets combined.
Salmon's research finds that more than half (53%) of consumers say the biggest improvement technology has brought to their shopping experience is that it has made the shopping process "easier and more convenient", with more than eight million people (16% of the UK population) using digital technology every day to shop.
Half of those surveyed (49%) say technology - incorporating online, mobile and click & collect - has "made the shopping process faster". Nearly one in five men (18%) use online shopping in some form or another every day, compared to 16% of women.
Neil Stewart, CEO of Salmon, said:
"We fully expect online orders - including mobile - to continue to increase. We predicted correctly that this would be the first year where mobile overtook desktop during the 'Black Fiveday' period and we're already seeing the same thing happening at Christmas this year.
"What's clear for UK shoppers, though, is that they crave convenience and efficiency above all else. For Christmas, shopping online and through mobile especially is a time-saver and means that families can spend more time with each other instead of navigating the busy high street."
Supporting these findings, a new survey by Qualtrics reveals that only 25% of UK consumers now do most of their Christmas shopping on the high street, down from 29% last year.