All I Want for Christmas is the Mobile Web

The number of people accessing the internet from their smartphone or tablet device on Christmas Day and Boxing Day reached an all-time high in 2012, according to the annual Online Christmas Activity survey from eDigitalResearch and IMRG. 89 per cent of the 2,000 online consumers surveyed went online over the two days, with 30 per cent doing so via their smartphone, and another 21 per cent from their tablet device, an increase of 8 per cent and 13 per cent respectively year-on-year.

The study also found that a record number of consumers were logging on over both Christmas Day and Boxing Day. 65 per cent of consumers said that they accessed the internet on both days, up from just under 59 per cent last year.

42 per cent of consumers browsed the internet while watching TV on Christmas Day or Boxing Day, with 26 per cent accessing websites from their smartphone, and another 19 per cent via their tablet.

“The traditional Christmas Day and Boxing Day routines are changing,” said Derek Eccleston, head of research at eDigitalResearch. “More and more people this Christmas settled down to watch the television with their smartphone or tablet device to hand. Nowadays, when someone sees a product being advertised or something that catches their eye on TV, the first thing they are likely to do is to reach for their internet-enabled device and search for it online. This provides brands and retailers the opportunity to reach people during one of the few traditionally non-shopping days a year and make a genuine and real impact on sales. It is therefore imperative that brands integrate all channels, including their marketing messages, to make sure that everything from their website and mobile app to their TV adverts, are aligned.”

Mobile and tablet devices are also playing an integral role in the run up to the big day. This Christmas, 48 per cent of smartphone owners did some pre-purchase research from their mobile device, an increase of about 9 per cent on last year. Similarly, 30 per cent made a Christmas purchase from their mobile.

17 per cent of smartphone owners indicated that they were likely to spend more on their smartphone or tablet device in the run up to next Christmas. However, an additional 31 per cent could also be encouraged to do the same, as long as retailers do more to ensure that their mobile experience is as quick, easy and seamless as possible. Just 24 per cent of mobile shoppers this Christmas rated their experience as ‘very easy’. Even so, this is an increase of 6 per cent on last year’s satisfaction rating.

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