Shoppers will make £330m worth of purchases by using their smartphones this Christmas, with devices helping to influence a further £3.2bn in sales.
New research from Deloitte showed smartphones will play a critical role in the weeks running up to Christmas Day, with shoppers researching prices, storing shopping lists or making payments for goods. In addition to the £3.5bn of sales derived from smartphones, another £500m of sales will be made through tablets.
Colin Jeffrey, head of multichannel retail at Deloitte, said: 'As with recent years, the strongest growth will be found online, with purchases completed on mobile phones double or even triple that of last year. It is also going to be a click-and-collect Christmas with those retailers who have invested in this service in line to do well as these customers spend more and collections drive footfall in to stores. Retailers without flexible collection options and mobile services are failing to meet basic customer expectations and will suffer as a result.
'The rapid adoption of tablets and the high number received as gifts this Christmas will drive a sharp increase in transactions through these devices. However, whilst transaction growth is slower for smartphones, their broader influence is far greater. Whilst we forecast 10% of in-store sales will be influenced by smartphones in December, by 2016 we predict this figure will be as high as 18% for the full year, equivalent to £43bn of sales.'
Editor: Graeme Neill