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UK Holiday Shoppers to Buy More, Be Mobile

Survey says 41 percent of smartphone owners will consider buying with mobile device.

Holiday shoppers in the U.K. will be busy this holiday season buying online—with their mobile devices.

That’s according to the eCustomerServiceIndex from Interactive Media in Retail Group and eDigitalResearch. It finds that, overall, Christmas should be jollier for online sellers this year, as holiday shoppers say they’ll spend more. However, a good chunk of that spending will come through mobile devices.

In fact, the index finds that 41 percent of smartphone owners say they will consider using their devices to buy during the busy holiday season. That’s a 20-percent increase compared to a year ago. Additionally, 71 percent of tablet owners—21 percent of online shoppers in the U.K.—will consider buying with their device.

Andy Mulcahy, the head of Communications for IMRG, says mobile devices are becoming an “integral part of the engagement process between brands and consumers.” He notes that access to 4G devices is only going to make these devices more appealing.

“Mobile devices are becoming an integral part of the engagement process between brands and consumers”

“Any specific physical retail location is, in essence, also a virtual showroom for every competitor that retailer has through a mobile device,” he adds. “The key to success is in generating a complete understanding of the potential customer, focusing all efforts on providing the kind of experience that convinces a consumer to select your brand over the competitors’ offerings.”

The index also indicates that 51 percent of consumers who own smartphones already use their phones to access the Internet while they’re out shopping. About 50 percent of them say they visit retail sites as they shop.

Overall, 26 percent of holiday shoppers are expected to buy more online when they shop. An estimated 96 percent are expected to do at least some of their holiday season shopping online, IMRG reports.

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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