This Christmas, 35 per cent of UK consumers will do more shopping on their smartphones, according to eDigitalResearch and IMRG. eCustomerServiceIndex (eCSI) results show that 61 per cent of the 6,000 surveyed will browse more frequently via their phone over the next 12 months, with just under half 49 per cent of these making a purchase from their smartphone as well.

Derek Eccleston, research director at eDigitalResearch, explains: “This year will be one of the first Christmas shopping periods where mobile shopping will be readily available to the majority of consumers. The rapid development in mobile technology and the quick uptake by retailers of mobile sites and retail apps means that more and more brands have the opportunity to connect with potential customers, encourage purchases and increase revenues.”

The results also found that more and more consumers will be relying on the internet this year for their Christmas shopping, despite the snow and disrupted deliveries that affected online orders in 2010.

Andrew McClelland, chief operations and policy officer at IMRG, commented: “More smartphones are sold than standard mobiles in the UK now and mobile-enabled retailer sites are improving. However, the eCSI results did reveal that half of consumers strongly prefer to purchase their groceries in-store, with just 10 per cent strongly preferring to do so online. It seems that it will require a behavioural shift, but the benefits of doing your Christmas food shopping from the sofa rather than standing in long queues is clear.”

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