Consumers head online over festive season

Published on 13 January 2012 by in Latest News

christmas shopping statistics 2011 Consumers head online over festive season

The rising popularity of tablet computers, social media and online shopping was revealed this week after the release of the annual Christmas survey from eDigitalResearch and IMRG.

The research, which surveyed 2,000 consumers and their online habits over Christmas Day and Boxing Day, primarily highlighted the growing use of tablet computers. The survey revealed that the usage of iPads over Christmas Day and Boxing Day 2011 doubled compared to 2010, with 8 per cent of customers used tablets as their main method of going online over the festive period.

The annual Christmas activity survey also investigated social media use over the festive period,
discovering that 45 per cent of online users logged into their Twitter, Facebook and Google + accounts over the two days. This figure is up 20.8 per cent from 2010.

Speaking about the research, Andrew McCelland, chief operations and policy officer at IMRG, said:

“iPads and Kindles were among the most wished-for gifts this Christmas, and their popularity as a means for accessing the web is booming.

“The phenomenal popularity of social media is also continuing to grow at a remarkable rate, with over double the amount of people logging onto them over Christmas Day and Boxing Day compared with 2010. Social networks and tablets need to be considered as a key part of any retailer’s marketing strategy, as the opportunities for consumer engagement through these channels are becoming very apparent.”

Here at numero, we’ve spoken before about the rise of the online consumer. Indeed, this Christmas 71 per cent of customers purchased some of their gifts from the internet (a 1.3 per cent rise from 2010). Elsewhere, 50 per cent of all consumers said they now did the majority of their festive purchases online. In mobile news, 18 per cent of smartphone owners did half of their Christmas shopping from their iPhone or Android device.

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