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24% of UK consumers used mobile for Christmas shopping: report

Nearly a quarter (24%) of UK consumers used a mobile device for Christmas shopping, according to stats included in our new Christmas 2012 Online Shopping Survey.

The report, which was produced using Toluna QuickSurveys, polled 1,000 UK and 1,000 US online consumers on their shopping habits. 

It revealed that 11% of UK respondents used a smartphone and 13% used a tablet, compared to 77% who shopped using a desktop.

US shoppers exhibited largely similar shopping behaviours, though overall were 4% more likely to use a smartphone or tablet for their Christmas shopping.

A quarter of shoppers admit to ‘showrooming’ over Christmas

Almost a quarter (24%) of UK shoppers used their mobile while in-store to compare prices in the run-up to Christmas, according to a new survey from Foolproof.

The process, known as ‘showrooming’, means that retailers have to come up with new ways to encourage customers to make a purchase in-store.

Alarmingly for some retailers, the survey of 1,000 adults also found that 40% of showroomers, or one in 10 of all shoppers, bought items from a competitor after comparing prices on their phone.

Unsurprisingly the habit is more prevalent among younger shoppers, with 39% of 18-39 year olds actively engaging in showrooming over Christmas compared to just 18% of shoppers over the age of 40.

32% of smartphone owners use mobile to research products every week

More than two-thirds (71%) of smartphone owners research products on their mobile, with 32% doing it on a weekly basis.

But the volume of research done on smartphones doesn’t necessarily translate over into mobile conversions.

When asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in store compared to 25% that made a purchase on their smartphone.

In response to a different question, 41% of respondents said they use their mobile in-store at least half the time they are out shopping.

The findings, which come from a Tradedoubler survey of 2,000 smartphone owners, highlight the fact that high street retailers should be trying to engage with mobile users in-store to encourage them to make a purchase rather than viewing m-commerce as an entirely separate channel.

42% of smartphone owners go online to check prices in-store

A new survey of European consumers confirms the trend for shoppers to use their smartphones to research products in-store.

The report from Tradedoubler found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.

Location-based offers or vouchers, however, help to secure the interest of a fifth of potential buyers.