Online shopping will be as popular with UK consumers as in-store shopping this holiday season, according to new research.
The second annual Christmas Consumer Pulse Poll, conducted by Rubicon Project, one of the world’s largest advertising marketplaces, found 76 per cent of shoppers plan to shop online, equal to the amount that plan to shop in-store.
In addition, 88 per cent shoppers will shop or conduct their research on Christmas purchases online.
Meanwhile, a segment of shoppers have made the complete digital shift to online, with 24 per cent not planning on doing any of their Christmas shopping in-store.
The study also found that 45 per cent of shoppers will make a Christmas purchase on their mobile device, with 75 per cent of millennials and 66 per cent of parents doing at least some of their Christmas shopping on a mobile device.
When stating their reasons for shopping on mobile, the top three3 reasons consumers gave were convenience, better prices and easy price comparison.
“UK consumers are increasingly looking for an easier way to navigate their way through what can traditionally be a stressful holiday season,” Rubicon UK managing director James Brown said.
“The results of this study show that the savvy shopper is making the most of the convenience and efficiency that technology affords, by utilising digital shopping when they can.”
The Pulse Poll found that Argos and Marks & Spencer were the UK shopper’s most popular retail destinations for this Christmas.
Both brands have a digital presence with which their brick-and-mortar stores operate symbiotically, whilst the third most-popular shopping destination, eBay, was online only.
However, Amazon was identified as the top destination for technology shoppers.