According to stats from the digital agency Clash Group, click-through-rates on mobile rose 26 per cent compared to normal shopping periods. This was a five per cent increase on the same time in 2011.
Clicks on desktop ads rose just 7 per cent compared to normal shopping periods, a 1 per cent increase on the holiday period in 2011. There was a 13 per cent increase in tablet usage over normal shopping periods. CTRs generated by re-targeted desktop and mobile ads was 23 per cent higher than normal.
“These stats confirm the dramatic growth in consumers browsing the web on mobile compared to conventional digital devices,” said Simon Wajcenberg, global CEO of Clash Group. “The significant rise in CTRs on mobile ads generated in the UK compared to 2011 show quite clearly how marketers and consumers have taken to their mobile devices.”
“The rain, snow and ice that covered the UK in the first week of December could be partly responsible for tempting consumers to stay in the warmth to get their Christmas shopping done rather than venture out to the icy high street.”