The rise in sales of smartphones means more internet marketing services will have to consider mobile advertising and retailing in order to adapt to customers' behaviour, it has been claimed.

Graham Charlton, senior reporter at Econsultancy, said more people are using their devices for activities such as comparing prices when out shopping on the high street in order to ensure they can find the best deals.

He added that products such as Apple's iPhone make it very easy to browse the internet while on the go and this would only encourage individuals to shop through their mobiles.

"Just the very fact that people have smartphones means that more people will be inclined to shop online," Mr Charlton stated.

Continuing, the expert noted momentum in the sector is growing as more retailers begin to take advantage of the platform with services such as apps.

A recent report by the Mobile Marketing Association revealed 67 per cent of European shoppers are planning to use their smartphone for Christmas shopping this year.

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