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BizReport : Ecommerce archives : December 30, 2013

Mobile plays key role in record-breaking Boxing Day

The number of visits to retail websites on Boxing Day rose 15% compared with last year, according to new figures released by Experian. Meanwhile, IBM data shows that mobile accounted for the majority of visits to retail websites on Boxing Day.

by Helen Leggatt

Boxing Day continues to be the most popular day for online shopping in the UK. While 90 million visits to retail websites occurred on Christmas Eve (a rise of 6% on last year), and 114 million visits were registered on Christmas Day (also up 6% on last year), a whopping 129 million visits were made by Brits on Boxing Day, up 15% on last year.

Overall, 44.3 million hours were spent browsing online shopping websites across those three main days of Christmas, 17 million of which were on Boxing Day.

According to James Murray, digital insight manager for Experian Marketing Services commented, several factors contributed to the Boxing Day surge in online retail visits.

"Boxing Day has always been a key shopping day for consumers to spend money and vouchers received on Christmas Day and to organize for returns or exchanges of unwanted gifts," he said. "More importantly, Boxing Day is perhaps the biggest sales day of the year - with keen shoppers looking for the best bargains available."

Mobile played a key role in Boxing Day traffic to retail websites, according to data released by IBM. Mobile traffic rose to 58% of all online traffic - a 42% increase on 2012.
Furthermore, sales via mobile were also strong growing 63% year-on-year and accounting for more than 45% of total online sales.

IBM's data also reveals the differing uses of smartphones and tablets. While smartphones drove 29.9% of all online traffic, versus 28% for tablets, it was tablets that drove online sales (29.4%) compared with just 15.8% via smartphones.

According to James Lovell, Smarter Commerce retail solutions consultant for IBM Europe, this is the first time traffic on mobile devices has exceeded that via PC.

"Mobile has rapidly become the dominant channel and now retailers really need to look at the role that each device is going to play within the overall customer journey and decision making process," he said. "The key challenge will be how they maximize the effectiveness of these devices to help augment the in-store customer experience as well as the traditional digital only channels."

Image via Shutterstock

Tags: ecommerce, holiday 2013 ecommerce, mobile, UK

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