Tag Archives: Christmas

Jan 14 2013

‘Record numbers’ accessed the web via their mobiles at Christmas

An increasing number of people browsed the web on their mobiles at Christmas.

A record number of people used their mobile phones to access the internet over the festive period, new research has shown.

According to eDigitalResearch and IMRG’s Online Christmas Activity survey, Christmas Day and Boxing Day saw the highest-ever number of consumers browsing the web on their smartphone or tablet device.

It was demonstrated that of the 2,000 survey respondents, 89 per cent went online at some point during the two days, with 30 per cent of those questioned accessing the net via their smartphone.

This represented an eight per cent increase on figures recorded for the same period one year earlier, while the 21 per cent reported for tablet users was 13 per cent greater than the corresponding timeframe in 2011.

The findings also indicated phone and tablet users are unable to go long without using their handheld products to carry out online pursuits, as 65 per cent of those quizzed admitted to logging on during both Christmas Day and Boxing Day – a rise on the 59 per cent who said the same last year.

Derek Eccleston, head of research at eDigitalResearch, said the figures illustrate the fact that people are changing their routines during the festive season.

Mr Eccleston stated: “More and more people this Christmas settled down to watch the television with their smartphone or tablet device to hand.

“Nowadays, when someone sees a product being advertised or something that catches their eye on TV, the first thing they are likely to do is to reach for their internet-enabled device and search for it online.”

Indeed, the research showed that 42 per cent of consumers perused the web while watching TV over the Christmas period, with 26 per cent doing this through their mobile phone and 19 per cent conducting online activity with the help of their tablet.

The findings come after IBM’s Digital Analytics Benchmark data recently revealed the number of people making a purchase through their mobiles on Boxing Day reached 24.7 per cent, representing a climb of nine per cent on the year before.

Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.

Dec 20 2012

Mobile devices account for more than a quarter of Christmas search clicks

Mobile devices have accounted for more than a quarter of online clicks on retail paid search ads during the Christmas period so far, a new report has revealed.

The first edition of Kenshoo’s 2012 UK Online Retail Christmas Shopping Report shows that 28 per cent of all clicks on paid search ads run by retailers originate from a smartphone or tablet computer as shoppers begin to turn their back on traditional desktop computers.

The study, which is based on data from retailers using the Kenshoo platform, revealed that tablets were the most popular mobile device, as they accounted for 15 per cent of all ad clicks, with mobiles making up 13 per cent. Tablets were also found to be one of the most effective devices, accounting for 16 per cent of conversions and 17 per cent of all revenue. In comparison, mobile generated just three per cent in both metrics.

Tablets also compared favourably with the performance measured on PCs, with the study showing that it costs 5p less per click to reach tablet-based shoppers compared to those using computers. Moreover, shoppers who used tablets, which are generally owned by more affluent consumers, spent an average of £85.55 on their transactions, compared with £75.93 for computer users.

“Tablet shoppers are a goldmine,” said Kenshoo Europe Middle East and Africa managing director Chris Ward.

“They convert at higher rates and spend more money than the average online shopper. Device segmentation should be a key search marketing strategy for UK retailers to adopt this Christmas shopping season. The savviest retailers are breaking out their keywords, ads and landing pages by computer, phone and tablet to better control budgets and bids.”

The report, which is based on data gathered between 3rd November and 12th December, found that online retailers have invested 20 per cent more funds in their retail paid search efforts year-on-year, resulting in cost-per-click rates surging by 26 per cent over the same period.

Meanwhile, another study from telecommunications watchdog Ofcom showed that 16 per cent of all website traffic in the UK now originates from a mobile device such as a smartphone, tablet or other connected devices. It means that Brits are the most mobile savvy consumers in Europe, with smartphone penetration now at 58 per cent and a quarter of UK smartphone users visiting mobile retail sites.

“The fact that Brits are spending more online compared to the rest of the globe shows our huge appetite for internet shopping and brands can clearly see the value of the online and mobile channels as a result,” said Mark Haviland, managing director of affiliate network Rakuten LinkShare.

“The huge amount of mobile web traffic reveals that consumers are taking advantage of their connected devices to browse and buy. While it is important to have a mobile strategy in place, marketers and brands should also remember that the mobile purchase journey does not exist in isolation. A consumer will often go on a non-liner journey while making a decision to buy, which could touch the online, in-store and mobile worlds multiple times.”

Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.

Dec 13 2012

Mobile shoppers come out in force on Cyber Monday

.christmasBritons’ growing acceptance of mobile shopping has been further underlined by the release of figures which show that nearly twice as many people used a mobile phone to visit a retailer’s site on Cyber Monday.

Cyber Monday, or Mega Monday if you prefer, is the first Monday in December and represents one of the biggest shopping days for online retailers as people look to spend their last pay cheque before Christmas and grab some bargains in the process. This year the shopping extravaganza fell on December 3rd and proved to be a successful day for retailers, according to IBM’s Digital Analytics Benchmark.

The report, which tracked the e-commerce transactions of 150 firms based in the UK, found that online sales surged by 15.8 per cent compared to the same day in 2011. The proportion of people opting to buy goods from a mobile device increased also, from 9.7 per cent in 2011 up to 14.2 per cent this year. Furthermore, the number of people using a smartphone or tablet computer to visit a retailer’s website rose from 12.6 per cent to 21.7 per cent.

The iPad was the most-used mobile device, according to the report, with 10.6 per cent of all purchases made on Apple’s premier tablet computer – a three-fold increase from 2011. The iPhone was second on the list as it accounted for 6.9 per cent of online sales, while Android phones only generated four per cent of sales.

Despite the rise in orders, the average value of transactions actually fell from last year from £100.16 to £105.10 last year. The number of items ordered also declined from 3.96 to 3.52.

Another report from Usablenet showed that Cyber Monday was the biggest shopping day of the year, with mobile traffic helping to significantly boost sales figures.

The report shows that there was a 36 per cent growth in mobile site traffic compared to Cyber Monday 2011, as well as a ten per cent rise in tablet traffic. Mobile page views were also up 40 per cent from last year. By region, London was found to be the mobile shopping capital of the UK, with 40 per cent of all traffic generated in the capital.

Carin Van Vuuren, marketing chief for Usablenet, said: “Cyber Monday has demonstrated that, despite challenging economic conditions, reduced consumer confidence and a decline in retail sales, consumers still have considerable appetite for spending. The next three weeks will be critical for retailers as the countdown to Christmas is in full swing.

“The rise in tablet traffic is significant for retailers, especially with iPad leading this growth, as not only is it becoming the fastest growing channel, but users have a higher basket value than smartphone shoppers, and it is a more convenient shopping experience due to a larger screen. We work with our clients to provide a seamless brand experience across all channels and devices to provide an enhanced and engaging experience that responds to and shapes changes in purchasing behaviour.”

Dynmark has over 10 years’ worth of experience working closely with global enterprises in the retail industry right through to SMEs. This experience of large and small businesses has allowed us to create tailored solutions for retail companies. With this proven experience in the industry we are sure that we can help you make the most of your SMS communications. Read more about Dynmark’s retail experience here.

Nov 29 2012

Mobile luring Christmas shoppers away from their PCs

Mobile seems to have a powerful effect on people.

A recent study from the Internet Advertising Bureau (IAB) UK revealed that UK consumers have more of an emotional attachment with their mobiles than their South Korean and US counterparts, with 59 per cent of Brits claiming that ‘they couldn’t live without their handset’.

Now it seems mobile is even luring us away from out trusty PCs, with a new survey showing that Brits are slowly beginning to become less apprehensive when it comes to using their handset to buy goods. The report, which was conducted by bss digital, shows that around one in ten UK consumers who used a PC to do their Christmas shopping in 2011 are set to use their smartphone instead this year.

Consumers aged between 18 and 34-years-old, as well as those in London, were found to be the most likely to shun their PC in favour of their smartphone. A total of 19 per cent of young people said that they would switch allegiances to their handset, while 16 per cent of Londoners also revealed that they would no longer use their PC to shop and instead look and purchase gifts on their smartphone.

The study also shows that nearly a quarter (24 per cent) of those in the capital will be using their phone alongside other shopping channels to buy gifts this year, making them the most tech-savvy in the UK. Just over a fifth of consumers in Scotland will do the same, as well as 20 per cent in the south west, 19 per cent in the south east and 18 per cent in Wales. In contrast, those in the north west of England were found to be the least likely to go online shopping, whether it be via their phone or desktop computer.

Conducted in partnership with Opinium, the study also urged retailers to heed the findings of the report and ensure that they have a mobile optimised-website to capitalise on consumers growing demand to shop on the go.

“Our survey found that nearly ten million people use a smartphone or tablet computer to do their Christmas shopping In today’s tough commercial climate, what company can afford to miss out on even a fraction of that business?” said James Southgate, client services director at bss digital.

“But that’s exactly what some businesses are doing by not having websites which are mobile friendly. If a website is not compatible on a handset, a competitor is just a click away.”

The report follows the publication of figures from business advisory firm Deloitte which found that smartphone shopping will directly influence £3.5 billion of retail sales this Christmas. According to the forecast, a total of £330 million worth of goods will be purchased on smartphones, as well as an additional £500 million on tablets.

However, smartphones are set to influence a further £3.2 billion worth of purchases, as consumers conduct research and compare prices on their mobiles.

Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.

Nov 22 2012

Retailers’ Christmas sales to be hit by ‘showrooming’

The majority of retailers expect their sales to be hit this Christmas as customers compare the prices of gifts in-store – but the majority of firms have no strategy in place to counteract so-called ‘showrooming’, a new report has found.

Showrooming happens throughout the year as tech-savvy consumers look to find the best deal on the high street, often even opting to leave the store they are in if they discover a nearby retailer is offering the best deal.

Despite the fact showrooming is a year round-occurrence, research firm Edgell Knowledge Network (EKN), in partnership with eBay Local, wanted to look at the impact it had on retailers during the holiday season and through to 2013 and beyond.

The Impact of Showrooming on the 2012 Holiday Season report shows that 80 per cent of retailers expect to be impacted by showrooming and on average expect sales to fall by five per cent as a result. Electronics and appliances retailers were found to be the most susceptible to showrooming, as firms in the sector are fiercely competitive on price. 

Despite so many firms expecting to be affected by showrooming this year, just ten per cent of survey respondents had a strategy in place to combat it. Price-matching and improved cross-channel integration were earmarked as the most effective strategies to stop customers looking elsewhere for a better deal, but few embraced them.

Just a quarter of firms fully integrated their store and online channels and only 15 per cent share their inventory online, meaning that the majority of firms are missing out on major opportunities to lessen the impact of showrooming.

“Showrooming is a phenomenon that’s here to stay. One in four shoppers used their mobile phones to compare prices while in the store during the 2011 holiday season, and those numbers will only grow,” said Gaurav Pant, research director at EKN.

“But the good news is that retailers can put strategies in place to help counter the effects of showrooming by engaging showroomers actively, integrating their online and offline channels, and prioritising their investments to counter showrooming.”

Overall, the report predicts Christmas will give retailers a much-needed boost this year, with 63 per cent of merchants expecting to see a rise in sales during the season compared with the same period last year.

It follows the publication of Mojiva’s 2012 Holiday MAG report, which sheds light on the purchasing habits of mobile phone users in the UK and the US. The findings correlated with those of EKN, with 67 per cent of US shoppers and 48 per cent of those in the UK revealing that they would use their phones for price comparison this Christmas.

However, while many are comfortable using their handsets to compare the prices of products, just a quarter of UK respondents and 30 per cent from the US cited a smartphone as the best platform in which to buy products.

Mobile shoppers are also still reluctant to pay for big ticket items on the move, with just 42 per cent of respondents prepared to spend more than £25 on their smartphone.

Dynmark has over 10 years’ worth of experience working closely with global enterprises in the retail industry right through to SMEs. This experience of large and small businesses has allowed us to create tailored solutions for retail companies. With this proven experience in the industry we are sure that we can help you make the most of your SMS communications. Read more about Dynmark’s retail experience here.