Mobile devices drive Boxing Day sales

Mobile Shopping

New figures show consumers used mobile devices to browse and pay for Boxing Day bargains.

More consumers used smartphones and tablets to find Boxing Day bargains, IBM has suggested. 

Figures compiled by the organisation showed that mobile devices accounted for 58 per cent of all traffic generated by online retailers, a 42 per cent increase on the corresponding period in 2012. 

Tablets and smartphones were used to complete 45 per cent of all web sales on Boxing Day, offering further evidence that companies must ensure their websites are mobile-friendly. 

This builds on figures published by IMRG last month, which showed £10.1 billion was spent online in November 2013. M-commerce activity grew by an impressive 81 per cent when compared with the same month in 2012. 

James Lovell, smarter commerce retail solutions consultant for IBM in Europe, said "mobile has rapidly become the dominant channel" in the retail sector and firms must look for ways to maximise the effectiveness of these devices.

The IBM figures concluded that tablets drove more than 29 per cent of online sales on Boxing Day, while smartphones accounted for around 16 per cent of transactions.