Posted by Gracie Clemens

Grab your nutcracker because we are about to crack open some stats and see what they mean for the holidays and your business. We’ve compiled a number of stats and forecasts that reflect the importance of mobile and how it will affect your online sales this holiday season.

Given that 86% of the world’s population has a mobile phone, it has become increasingly important for reaching consumers whether they’re at home or on the go. But how does this affect your sales and how should businesses adapt? These questions are even more so important during the holidays due to the mass consumption that overtakes a majority of the world between December and the New Year. One thing’s for sure, your business’s mobile strategy needs to be crystal clear.

Let’s look at some key stats for this holiday period:

  • 7% of the UK’s online sales will come from smartphones and 17% from tablets (Adobe).
  • The UK will see the highest number of mobile shoppers in Europe with 1 in every 4 predicted to make a Christmas purchase through their smartphone (Adobe).
  • Mobile-commerce will bring a 37% increase in sales over 2013 (IBM).
  • 52% of shoppers have made a purchase on a mobile device and 78% have researched product information (Internet Retailing).

Now let’s look into some of these headline stats to see what’s going on…

Consumer Behaviour

Shoppers now have the ability to avoid crowds, lines and the holiday mayhem that exists in-store during this period. Whether it’s through desktop, tablets or mobile — consumers are using these platforms to avoid facing the holiday madness by shopping online, which heightens the importance of our digital experiences.

According to eConsultancy, 72% of smartphone owners would shop in-store after seeing an ad online. So even if your mobile ads aren’t triggering consumers to immediately make a purchase online, this doesn’t mean it won’t bring sales in the future. 84% of people indicate that prices are the main factor to where they shop and what they buy and two thirds of shoppers will do a price check on their mobile while shopping in-store. The same group also indicated they’ve experienced problems while shopping online, 56% of which said these problems would trigger them to shop elsewhere. Google recently found, nearly 50% of 25–34 year-olds use their phone to shop online while standing in line at a store. All of which indicates if your online site is slow, your sales will be too.


Contactless payments are growing at a phenomenal rate in the UK, with 238% year on year growth, according to the UK Cards Association. While it’s early days for mobile contactless payments, it makes the introduction of Apple Pay a timely one. Payments usingmobile wallet this holiday season are forecast to be strong with Adobe predicting 23% of sales using this method.

Deck the halls with mobile commerce

Of course budgets and time constraints are always a concern. But if there’s one thing these stats help us learn, it’s that the mobile customer comes first. Mobile is the starting point of multiple tasks, it’s what we use in our downtime and it reaches people whether they’re at home, at work or on the go. During the holidays mobile is what helps us avoid the commercial chaos and allows us to shop while we enjoy a hot chocolate by the fire. If you can integrate mobile into your multi-channel experience and make it easy for people to research, shop and compare then you’re halfway there. So this holiday season make sure your mobile strategy brings the Ho-Ho-Ho so you can help people shop online or maybe even bring them into your store.

Do you have views on how businesses can be ready for this holiday season? Tweet us @HiMumSaidDad or email me directly. We’d love to hear your thoughts!

Read more on this holiday season’s trends and stats here:

Holiday Shopping In Europe Gets Mobile, With UK, Ireland Most Advanced (Adobe Digital Index):

ADI Predicts $1.6B In Mobile Sales For Thanksgiving, Black Friday, Cyber Monday (Adobe Digital Index):

IBM Predicts Record Mobile Holiday Shopping as Consumers Browse and Buy on the Go (IBM Digital Analytics Benchmark):

‘Tis the season for mobile shopping (Google):

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