UK shoppers are increasingly using smartphones and tablets to purchase items during the Christmas rush, according to a report by IMRG and Capgemini, quoted by eMarketer.

Online spending on mobile reached £8 billion between November 2 and December 27 last year, an increase of 55% on 2013.

eMarketer also referenced a December 2014 IBM report that showed that UK e-Commerce sales on mobile reached nearly half of total sales for Black Friday (47%) and Cyber Monday (43%).

Table showing stats for Cyber Monday and Black Friday, 2013/2014.

Source: eMarketer.

Both shopping days saw mobile account for more than half of all site traffic, indicating users still tend to switch to desktop to place orders. Nonetheless, it’s clear that mobile’s influence is growing.

Black Friday, mostly unknown in Britain before 2013, can take much of the responsibility for impressive growth in online shopping activity in 2014. According to IMRG/Capgemini, overall e-Commerce sales between November 2 and December 27  increased by 13% year-on-year. But December’s results – when Black Friday had been and gone – were up just five per cent.

Chart showing Cyber Monday and Black Friday growth 2013/2014.

Source: eMarketer.

Black Friday’s growing influence is also confirmed by IBM’s report, which showed Black Friday retail e-Commerce sales grow by an astonishing 91.6% between 2013 and 2014. This dwarfs Cyber Monday’s growth, which stood at 22.6% – an impressive figure  under any other circumstances.

Chart showing e-Commerce growth in the UK, 2013/2014.

Source: eMarketer.

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About the author:

Oliver Pyper is senior online copywriter at ClickThrough Marketing. He writes on-page content, blogs, press releases and loads of other bits and pieces too numerous and brilliant to mention. He’s also responsible for Kate Bush: The Musical and a series of videos depicting a young man’s search for energy drinks in New York City. Drop him a line if you want to talk content solutions or Kate Bush.