Get ready for a mobile Christmas, say experts

Experts have claimed that UK shoppers are expected to spend more than ever using their smartphones and tablets this Christmas, according to

Last December, the British Retail Consortium reported that online sales grew by 17.8 per cent. It claimed that this was largely due to “the surging popularity of tablets and smartphones”, as well will the increased comfort of using mobile devices for shopping. With even more people owning smartphones and tablets this year, analysts say this can only continue.

Computer software form Adobe has predicted that shopping by smartphone will increased by 97 per cent this festive season, too, compared to last year. The amount of online sales created by mobile devices is also expected to be 12.4 per cent over the period, which is a rise of 70 per cent year-on-year.

Many stores are also increasing their mobile technology this year. This includes retailer John Lewis, which has launched a new iPad app and introduced wi-fi into its stores. The firm has predicted that these moves will increase its mobile traffic over the season.

Online brand has also seen its mobile traffic increase from five per cent to nearly 50 per cent in just three years. Talking about mobile’s effect on the brand, head of brand and advertising for the firm, Paul Ray, told “The typical customer journey to purchase is no longer on a single device – it’s across multiple devices throughout the day.

“We’re therefore able to interact with our customers at all times of day and no matter what they’re doing. With that in mind, we’ve made significant investment over the last couple of years to optimise our sites for smartphones and tablets.”