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Published
Jan 30, 2017
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M-commerce rules at Christmas for Brits, bargain hunters are key

Published
Jan 30, 2017

British consumers spent more via mobile over Christmas than European or US shoppers, with £4.10 of every £10 spent online coming from a mobile device, revealed new research on Monday.


ANSA


According to Adobe’s Digital Index, 60% of online traffic to UK retailers came from smartphones during the festive period covering 1 November-31 December. This compares with 50% in the US, where £3.10 of every £10 spent online came from a smartphone, and 44% in Germany with just £2.70 of every £10.

In France mobile also accounted for 44% of online visits, but of every £10 spent online over Christmas, only £2.60 was spent over a mobile device.

In total, nearly £24.5bn was spent online in the UK over the festive period, up 11% on 2015.

The growth was driven by bargain shoppers, who splashed out £908m on Black Friday alone, and last minute purchases. Britons spent 50% more on the last Monday before Christmas than last year.

“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.”

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