Rise in mobile Christmas shopping driven by superfast 4G

According to the UK’s largest and fastest 4G network, Everything Everywhere (EE), the surge in Christmas shopping done on the move on a smartphone or tablet device that has been reported this year is being driven by superfast 4G mobile broadband.

EE has carried out its own research and has found that a whopping 39 per cent of its 4GEE customers are planning to use their contract or pay as you go mobile phones or tablets to shop for presents and other Christmas purchase this year. This is a considerable increase compared to last year, when just 15 per cent admitted the same.

Around a third of mobile shoppers have admitted spending over £100 a month, with the most popular retail websites being Amazon and eBay. People seem to be using the morning commute to get a lot of their Christmas shopping done, with the most purchases using smartphones being made at around 8.30am and 5.30pm.

The most popular purchases made on mobile devices, according to the network, relate to electronics, books, fashion and entertainment. Consumers are also using their smartphones or tablets to buy similar devices for friends and loved ones, as well as to research new electronics products such as the newly released Samsung Galaxy Ace 3.

Also reported to be on the rise are video streaming, online browsing and social media use, which again can be attributed to the rapid uptake of 4G mobile broadband.

Commenting on the rise in mobile shopping, which is understood to be of the most benefit to retailers who have optimised their websites for mobile users, was EE’s Chief Consumer Marketing Officer Pippa Dunn. She said:

“When we look at this year’s Christmas shopping figures in the EE Mobile Living Index, the effect of 4G couldn’t be clearer.

“People are now buying their Christmas gifts on the move, without having to queue in shops. They are following their favourite team even when they can’t be in front of the TV. And they’re doing their online banking on their daily commute, while listening to music and searching the web. 4G is enabling people to shop, share and browse with a new level of flexibility and freedom.”