Almost a quarter of shoppers plan to buy Christmas presents using a smartphone or tablet, according to research released this week.
The study of 2,000 UK consumers by web hosting firm Rackspace suggested that 23% will use an internet-connected mobile device to buy presents.
Nearly all of those surveyed (90%) plan to buy some of their Christmas presents online. Rackspace estimates a potential online spend of £6.85bn over the festive season. Of those customers that will buy online over Christmas, 40% said they would buy clothing and accessories.
More than two thirds (70%) of respondents said convenience was the main benefit of shopping online, and 59% said they scouted out cheaper prices on the internet.
More than two thirds (68%) also said they were seeking special offers before purchasing, with 19% saying they would wait for deals on group buying websites.
Peter Briffett, managing director of group buying website Living- Social, which works with retailers including Next and Oasis to offer its members daily discounts, said it was not a surprise to see consumers holding off until they found the right deal.
More than a third (38%) of online shoppers surveyed said they would abandon apps or websites that take more than 10 seconds to load. Almost half (45%) said in these instances they would turn to competitors to make purchases.
Briffett pointed out that it is important for retailers to make buying online a “snappy, seamless experience”. He said: “Online people have a much shorter attention span; you must make sure what you are doing is exciting.”
- How are you developing ecommerce this Christmas? Email victoria.gallagher@ emap.com