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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Use of mobile internet over Christmas reaches all time high

According to a survey by eDigitalResearch and IMRG, the number of people accessing the Internet from smartphones or tablet devices on Christmas Day and Boxing Day reached an all-time high in 2012.

Its Online Christmas Activity survey found that 89 per cent of the 2,000 online consumers surveyed went online over the two days with around a third (30 per cent) doing so via their smartphone and another 21 per cent from their tablet device, an increase of 8 per cent and 13 per cent respectively year on year.

The results also found that 42 per cent of consumers browsed the Internet whilst watching television on Christmas Day or Boxing Day, with a quarter (26 per cent) accessing websites from their smartphone and another 19 per cent via their tablet.

Speaking on the statistics, Derek Eccleston, head of research at eDigitalResearch, commented: “The traditional Christmas Day and Boxing Day routines are changing. More and more people this Christmas settled down to watch the television with their smartphone or tablet device to hand.

“Nowadays when someone sees a product being advertised or something that catches their eye on TV, the first thing they are likely to do is to reach for their Internet enabled device and search for it online,” he said.

“This provides brands and retailers the opportunity to reach people during one of the few traditionally non-shopping days a year and make a genuine and real impact on sales. It is therefore imperative that brands integrate all channels, including their marketing messages, to make sure that everything from their website and mobile app to their TV adverts, are aligned”.

Andy Mulcahy, head of communications at IMRG, also added: “We know from previous research that 80 per cent of consumers use their mobile devices in front of the TV (known as ‘second screening’). This propensity for dual visual engagement is an interesting development, as it essentially makes TV adverts and sponsored programmes retail channels, and uniquely time-sensitive ones at that.

“A really advanced mobile and social media campaign that pushes products relevant to a sponsored TV programme at the right time could have a positive impact on conversion rates, providing a highly relevant and immersive experience for the consumer.”

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