Mobile shopping continues to account for an increasing amount of e-commerce, with almost two-thirds of UK punters set to carry out Christmas shopping via a portable device this year, according to a recent IBM report derived from the tech giant's cloud-based analytics.
The study found that during the annual Cyber Monday spending spree, 17 per cent of all online sales were conducted via mobile, representing a 55.4 per cent year-over-year increase.
IBM's data was harnessed from US consumer behaviour, but it seems unlikely that buying patterns differed too radically in the UK and Europe.
"We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season," said Jay Henderson, strategy director at IBM Smarter Commerce. "The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55 per cent growth over last year."
Intriguingly, while smartphones drove 19.7 per cent of all online browsing traffic - compared to tablets at 11.5 per cent - sales conversions were more successful on slates, with tablets driving 11.7 per cent of all online purchases, more than double that of smartphones at 5.5 per cent.
Cyber Monday capped the highest five-day online sales period to date – running from Thanksgiving Day through Cyber Monday – with consumer spending growing by 16.5 per cent compared to the same timeframe in 2012.
Image Credit: Flickr (Jorge Quinteros)