Most smartphone users to use devices for Christmas shopping – O2 study

12 Nov 2013

Seventy-three per cent of smartphone users will use their devices to shop for Christmas gifts, research conducted by O2 Ireland’s media arm O2 Media suggests.

The study, which examined the influence smartphones will have on the upcoming holiday shopping period, also found that 91pc of consumers never leave home without their smartphone and 37pc would immediately leave a website if it wasn’t optimised for mobile. That last figure may not come as a surprise, considering 72pc of consumers will use their mobile device to research gifts, regardless of where they intend to purchase them.

Another study finding reveals that 28pc of consumers with a smartphone will use an app to make a purchase for Christmas.

 Fintan Lonergan, managing director of O2 Media, said the study showed that 55pc of smartphone owners were actively using their mobiles to enhance and guide their real-world retail experience and often to make sure that they got the best price.

“This changing consumer behaviour shows the importance of being able to engage with customers at the right time and in the right place,” Lonergan added. “For Irish business to connect with consumers today, mobile is critical.”

Tina Costanza was a journalist and sub-editor at Silicon Republic