Consumers using mobiles for their Christmas shopping spent an average of £245 each in 2013, according to research by Weve, equivalent to an industry worth £3.8bn across the UK.The figure dramatically illustrates the influential role now played by mobile in consumer Christmas planning and shopping, and clearly shows that last Christmas was the first truly mobile Christmas. Overall, 88 per cent of respondents in Weve’s 3,700-person survey used their mobile for Christmas shopping last year and 42 per cent of respondents said that they did more of their shopping on their mobile than at Christmas 2012. “The truth is that however big the 2013 mobile spree was, we are only just starting to see the real power of mobile, but the £245 figure surprised us and will give us a benchmark to check the increase in early 2015,” says Nigel Clarkson, commercial director at Weve. “One thing is certain: as the industry prepares for Christmas 2014, mobile Christmases are only going to get bigger and more sophisticated.” Fifty per cent purchased presents on mobile and 70 per cent of respondents used the mobile web to browse the internet for inspiration. Conversely, only 21 per cent of respondents used mobile shopping apps, a clear indication that consumers prefer the openness and flexibility of the web when it comes to making buying decisions. Overall, 73 per cent of respondents said that mobile shopping simply makes life easier for them at Christmas. 64 per cent of respondents used their mobiles to compare prices in-store, thus neatly demonstrating that mobile has a huge role to play at the point of sale, not just on the sofa or the bus.
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