£4.10 of every £10 spent online over the festive shopping period came from a smartphone, according to Adobe's Digital Index report.
That's exactly the same proportion as 2015, but it's a slice of a much bigger pie – or Christmas pudding, as the case may be. The amount spent online over the period totalled £24.5bn, up 11 per cent year-on-year.
60 per cent of online traffic to UK retailers came from mobile between 1 November-31 December, putting the UK top of the Christmas list when it came to mCommerce. The US saw £3.10 of every £10 and 50 per cent of traffic from mobile, Germany £2.70 and 44 per cent respectively, and France £2.60 and 44 per cent.
It's worth noting that mobile doesn't play the same part in UK retail all year round. In Q2 2016, £1.70 of every £10 spent online and 36 per cent of traffic came from smartphones.
“2016 saw an unprecedented surge in online holiday shopping, and mobile shopping in particular,” said Adobe EMEA marketing director John Watton. “Consumers’ desire to purchase items on mobile devices is clearly there. In an increasingly competitive retail market, it’s critical that retailers continue to personalise the shopping experience – across all devices and touchpoints – so that users are compelled to purchase more on their smartphones throughout the whole year.”