mobile payment

Christmas Shopping Dominated by Our Smartphones, Study Finds

Prior to smartphones being an almost complete multi-tool for modern living, you could practically hear the opening and shutting of tills as they filled up with cash over the festive shopping period, but in today’s modern world which allows shoppers to make purchases without even reaching for their wallets, experts are claiming that consumer shopping will be heavily dominated by the ping of mobile transactions as Christmas approaches.

This serves as a clear warning for businesses across the UK to ensure that they have retail EPOS software that is mobile-friendly as that’s the option shoppers are leaning towards to pay for their shopping with, experts claim.

The online advertising company, CJ Affiliate, conducted recent research which discovered that almost a third of all online orders from the UK, France and Germany combined over the course of the 2016 Christmas period came via smartphone payments. The UK led the charge, with mobile shopping making up a notable 44% of total online orders, followed by the US with 33% and France, whose phone payments equated to 26% in total over Xmas 2016.

Regional vice president in Europe for CJ Affiliate, Jules Bazley, said “Last year I did more than half of my Christmas shopping on the train, and it’s clear that the rest of the UK is right behind me. I believe that mobile spending will only grow, especially at busy, stressful times like Christmas, when consumers want to do their shopping quickly and conveniently.

Move Over Tablets

The CJ Affiliate research also unearthed more information that pointed to the fact that smartphone payments are now outgrowing those seen from tablets. Experts consider this to be down to reasons such as smartphone screens and resolutions now becoming bigger and therefore making it far easier to use for slicker shopping experiences, both online and instore.

The study found that orders made on tablets in the US and across Europe were becoming reduced, with tablet orders in France down by 40%, US and Germany by over a quarter (26%) and the UK by 19%.

Bazley added, “Retailers put substantial resource and planning into the Christmas peak, but with the continued shift towards mobile shopping, brands need to continuously evaluate their marketing priorities. Reaching these shoppers is also a fine art – email is still the most successful way of reaching them, and interestingly, we have seen a mild decline in the popularity of search advertising.”


Image: Vodafone Medien under Creative Commons.