This year has been dubbed ‘The Mobile Christmas’ and with 48% growth in mobile shopping, retailers are increasingly targeting shoppers through digital devices.
British retailers will spend nearly £400m on advertising during the last three months of 2013 and consumer spending via mobiles and tablets is worth about nearly £8bn a year, according to research firm Verdict.
But over the next five years, the spread of smartphones and tablets will see our spending on these devices triple to £23bn.
Two thirds of that shopping is done at home, as buyers often wait until they are logged in to a secure network before purchasing items.
Matthew Rubin, retail analyst with Verdict Research, said: “While we are expecting growth in successive years, we are expecting this year to be the highest level of growth. Retailers really need to invest in their mobile websites now.”
John Lewis announced its £7m Christmas television advertising campaign on Friday. The ad is set to a cover of Keane’s 2004 hit Somewhere Only We Know sung by Lily Allen.
Supermarket chain Morrisons launched its Christmas TV advertising campaign during the prime-time slot of ITV’s Coronation Street.
Asda says 20% of its home shopping business is done via a mobile or tablet, and that figure is growing by 1% each month.
The living room is becoming a key location for retailers to target consumers, as 67.2% of all online shoppers making a purchase from their home do so in their living room.
Wealthy young shoppers currently dominate mobile and tablet expenditure, but with increased access to cheaper, high-specification devices, older shoppers will have a much bigger impact over the next five years, Verdict research shows.
Still, window shopping hasn’t entirely given way to digital methods yet.
Around 38% of online shoppers still research goods by viewing them in a store before purchasing them online.