Using a smartphone to do Christmas shopping is more popular than ever, after research revealed that nearly nine out of 10 shoppers use a mobile device when Christmas shopping.
According to research by mobile commerce firm Weve, 88% of smartphone owners used their mobile as part of their Christmas shopping last year, with each user on average spending around £250, meaning almost £4 billion was spent on mobile around Christmas 2013.
Nigel Clarkson, commercial director at Weve, said: "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. One thing is certain: as the industry prepares for Christmas 2014, mobile Christmases are only going to get bigger and more sophisticated."
The findings come as the major smartphone brands announce and release their latest round of new devices, with Apple having announced a new payment system called Apple Pay, which will enable users to make purchases in-store by tapping their phone against a paypoint. The technology used, which will become active in early 2015, is called Near-Field Communication and already exists in some Android phones.
It replaces the need for a card and pin entry, with encrypted payment methods stored on your smartphone going directly to the merchant when triggered at the till.
Weve's research found that while around half of those they surveyed used a smartphone to make a purchase, 70% also used the web on their mobile device in order to find inspiration for their gift buying.
Although only 21% of those asked used a dedicated app, instead preferring to use the wider web to do their searching and shopping, 64% also said they used a smartphone to compare prices while in store, and Mr Clarkson believes that companies should seize on the public interest and give customers more opportunities to shop on mobile.
"There's clearly a huge opportunity for companies to engage with consumers via mobile this Christmas, but there's a danger for them too", he said.
"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."
Weve surveyed more than 3,700 smartphone owners in January 2014.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereComments are closed on this article