96% of e-shoppers will return online this Christmas finds new study
New research has found that the early signs for a strong performing Christmas this year are good for retailers with 96% of online consumers expecting to make at least some of their Christmas purchases through retail websites.
The latest eCustomerServiceIndex results from the eDigitalResearch and IMRG survey of 2,000 consumers also found that around 26% will do more Christmas shopping online this year compared to the year before.
The results showed that 41% of smartphone owners will consider making Christmas purchases from their mobile devices this year, a rise of almost 20% in just 12 months. 73% of mobile shoppers said they expect to make more Christmas purchases from their smartphone, signalling the potential increase to profits that mobile-enabled sites and transactional apps have to offer retailers this Christmas.
In addition 71% of tablet owners said they will also consider doing some of their Christmas shopping from their tablet device this year. The results showed that tablet ownership now stands at around 21% of UK online consumers following a big uptake since the introduction of new makes and models.
Never Miss a Retail Update!The study found that 51% of smartphone owners are already accessing the internet from their mobile while out shopping on the high street, with 50% taking the opportunity to visit retail websites. However, an additional 29% said that they would use their mobile more while out shopping if free wi-fi was readily available.
Derek Eccleston, head of research at eDigitalResearch, explained: “These results demonstrate the need for retailers to provide shoppers with the ability to shop when, where and how they want. As online, mobile and tablet shopper numbers continue to rise, it is important for retailers to integrate technology into their high street presence.
“Retailers will never be able to stop shoppers from using their smartphones whilst out shopping, and whilst there will always be the threat of a customer choosing a cheaper, online competitor, by integrating this new technology into the high street, retailers will be able to offer a more rounded customer experience, increase overall satisfaction and, quite possibly, keep shoppers in stores for longer.”
Andy Mulcahy, head of communications at IMRG, added: “Mobiles have become an integral part of the engagement process between brands and consumers, and the roll-out of 4G is only going to increase the appeal and ease of accessing mobile internet on the move.
“Any specific physical retail location is, in essence, also a virtual showroom for every competitor that retailer has through a mobile device. The key to success is in generating a complete understanding of the potential customer, focusing all effort on providing the kind of experience that convinces a consumer to select your brand over the competitors’ offerings.”
Don’t miss the Retail Bulletin’s Mobile Retailing Summit on 26 September 2012. For the full programme and registration go to http://www.mobile-retailing-summit.co.uk/
