UK online shoppers are still most likely to research a purchase on desktop if they're planning to follow through with it on desktop.
Data from the Criteo platform, compiled by eMarketer, found that half of shoppers complete the research and payment process exclusively on desktop - down from 54 per cent in Q3. It noted that mobile activity saw significant growth from the previous quarter.
Moving into the festive period mobile only research for desktop buys were up from 16 per cent to 20 per cent, a small term shift that may have wider consequences as will be confirmed by 2016 Q1's results.
The other side of the coin is that transactions made on mobile were researched on mobile only almost two thirds of the time. For mobile purchases, only 12 per cent of research was conducted on desktop only.
UK multidevice users used tablets 42 per cent of the time. This edged 40 per cent of desktop purchases and 39 per cent on mobile.