Research from Weve has found that in 2013 Christmas shoppers spent an average of £245 each via a mobile device, equivalent to an industry worth £3.8bn across the UK.
Nearly nine in 10 consumers (88 per cent) of respondents said they used their mobiles for shopping, with half (50 per cent) having purchased presents on mobile and 70 per cent of respondents using the mobile web to browse the internet for inspiration – compared to 21 per cent who used mobile shopping apps.
Nigel Clarkson, commercial director at Weve, said that no matter how big the 2013 mobile spree was, “we are only just starting to see the real power of mobile.”
“The £245 figure surprised us and will give us a benchmark to check the increase in early 2015. One thing is certain: as the industry prepares for Christmas 2014, mobile Christmases are only going to get bigger and more sophisticated.”
Nearly two-thirds (64 per cent) of respondents used mobiles to compare prices in-store, with music, DVDs and games the most popular gifts (according to 55 per cent of respondents).
Clothing followed as the second most popular item (53 per cent). Nearly as many people ordered beauty products as books – 28 per cent and 29 per cent respectively - while nearly one in ten ordered furniture and other homewares.
“There’s clearly a huge opportunity for companies to engage with consumers via mobile this Christmas, but there’s a danger for them too”, added Clarkson.
“Last year Weve engaged with millions of consumers, reminding people of the last day to order their turkey, sending them highly relevant special Christmas offers, helping them find shopping bargains near their current location and giving them the information they need to plan and manage their busy shopping days.
"Great mobile campaigns don’t happen by accident; if you are not mobile friendly, you will have missed the consumer, both in terms of awareness, research and purchase”.
3,700 smartphone owners aged 16 and over were surveyed in January 2014.