47 per cent of UK consumers are planning to purchase Christmas gifts via a mobile device for the first time this year, according to a study from mobile media company BuzzCity.
Shoppers don't seem to be testing the mCommerce waters so much as diving right in – 31 per cent of respondents said they're planning to spend over half of their overall festive budget on purchases via mobile.
Perhaps the biggest surprise was the finding that clothing was the top category for mobile purchases (27 per cent), with electronics (22 per cent) and entertainment (20 per cent), both traditionally home turf for eCommerce, lagging behind.
“The age of mCommerce is finally here – and it has been a long time coming,” said BuzzCity CEO KF Lai. “It seems that the industry and retailers have done a good job of winning consumer confidence and trust to overcome the barriers that existed previously. This creates a significant opportunity for advertisers and marketers wishing to reach their audiences via mobile at this time of year.”
And, as we've seen in other studies, mobile is effecting consumers' Christmas spend indirectly too, with 32 per cent using mobile to check prices on search engines, and 19 per cent via social media.