Online shopping through mobile devices is expected to surge over the festive season, particularly on Christmas Day.

Findings from ecommerce data expert PCA Predict reveal small but sustained growth in the use of mobile devices for online shopping throughout 2017.

PCA’s data shows that 49% of shoppers relied on mobile devices this year, a marginal increase from 48% last year.

From January 1, 2017, to November 27, desktop maintained a subdued edge at 51%.

The growth, combined with analysis of usage over Christmas 2016, has paved the way for a festive season where consumers are expected to turn to their tablets and mobile phones instead of desktops.

On December 25, 2016, as much as two thirds of online shopping traffic came from mobile devices.

Mobile usage, particularly smartphones, remained above 50% throughout the day last Christmas and peaked at 61% at 7am.

PCA Predict head of marketing Chris Boaz said: “What we’re already seeing this year is a small but stable growth among mobile shoppers.

“Mobile is revolutionising the way consumers interact with retailers every day of the year. Christmas is no exception”

Chris Boaz, PCA Predict 

“As mobile becomes more user-friendly, consumers are able to conduct more of their lives through their personal devices.

“We can expect to see more people relying on their smartphones as screens grow, data and roaming advance, and online retailers optimise for mobile.

“I expect Christmas to see a boom in mobile usage, especially considering that, through using mobile devices, people won’t have to leave family commitments to cash in on the best deals. They’ll be able to buy the hottest-ticket items right from the dinner table.

“Mobile is revolutionising the way consumers interact with retailers every day of the year. Christmas is no exception.”

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PCA Predict’s address-verification service is used by over 11,000 leading ecommerce brands including Asos, Tesco and House of Fraser. These insights are based on billions of online transactions that PCA Predict’s platform gathers each day and analyses with its Ecommerce Trends tool.