With the festive holidays now just a couple of weeks away, many shoppers across the United Kingdom are doing their best to avoid the mad rush of the high streets by doing their gift shopping online – as has been the case for a number of years.
However, according to a number of recent studies, a significant amount of these shoppers are now opting to do their Christmas gift buying via mobile devices.
German parcel delivery firm DPD (Dynamic Parcel Distribution) found that 23 per cent of the Brits it surveyed had purchased items from the Internet via a smartphone, whilst a further 19 per cent stated that they had bought via a tablet device.
Interestingly it also found that 24 per cent stated that they fully expected to buy an item on a mobile device within the next year – implying that the recent growth seen in m-commerce is only set to expand in the future.
Figures released by Monetate, an American firm responsible for providing cloud-based technology, hinted at similar conclusions.
It found that conversion rates on Internet shopping extravaganza Cyber Monday, which fell on November 26 this year (2012), were higher on tablets than on traditional desktop devices for the first time – 0.33 per cent higher to be precise, with conversion rates on tablets at 5.84 per cent and on traditional devices 5.51 per cent.
More specifically, users of the Apple iPad bought more on Cyber Monday – with a conversion rate of over six per cent, which was in excess of two per cent higher than at any other point during the Thanksgiving weekend, which also included Black Friday.
Meanwhile, Brand Perfect in its research report, Adventures in Retail – The other line’s moving faster, found that just over two-thirds of UK respondents (66.8 per cent) attributed slow loading times on sites as the main reason for them aborting their attempts to buy online.
However, as well as shopping on mobile devices, more shoppers are also using them when they do actually hit the high street. A survey conducted by The Cloud displayed that a massive 73 per cent of smart phone users admitted to getting their device out to check prices and look for special offers whilst browsing.
Based on these findings e-commerce sites and etailers not boasting a mobile-friendly or mobile optimised version of their site could be missing out on not only large amounts of Christmas traffic and conversions, but all year round – regardless of how effective their Internet marketing campaigns are. If their sites don’t operate efficiently enough, displaying product images in a timely manner, they could risk losing out in the long run.
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