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The number of consumers using their tablet over Christmas Day and Boxing Day doubled to 8% in 2011, according to research by IMRG and eDigitalResearch.
The research found record numbers of people logged into social media sites during the two days, with 45% of online users visiting such sites, up from 20.8% last year.
The research also found that 71% of consumers carried out some of their Christmas shopping online, up 1.3% on last year, while half of all online consumers said they did the majority of their Christmas shopping online. The research showed that the smartphone has become a crucial part of the pre-purchase research, with almost a third of smartphone users admitting that they carry out half of their Christmas shopping research on their phone.
Derek Eccleston, head of research at eDigitalResearch, described the internet as a “crucial part of everyday consumer life”.
“Many see logging on during Christmas and Boxing Day as the norm, especially when trying out new gadgets and Christmas gifts,” he said.
Andrew McClelland, chief operations and policy officer at IMRG, said: “Social networks and tablets need to be considered as a key part of any retailer’s marketing strategy, as the opportunities for consumer engagement through these channels are becoming very apparent.”