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Christmas shoppers embrace mobile.

Christmas shoppers embrace mobile.
Friday November 11 2011

Consumers are using their mobiles on the high street to search for purchases, with new research revealing that 24 per cent access websites on their smartphones while out shopping.

The eCustomerServiceIndex from eDigitalResearch and IMRG found that 62 per cent of respondents had accessed a mobile retail site while shopping in a rival store and 40 per cent had made a purchase based on this comparison.

Access to the internet in shops has been made easier of late. Retail giant John Lewis hopes to have implemented Wi-Fi in all of its stores by the end of this year, after its own research suggested two out of three shoppers checked out reviews of products online before visiting shops.

David J Smith, chief marketing and communications office at IMRG, said the data emphasised the need for retailers to focus on multichannel strategies. He said: "The results of this research further reinforce our expectation that this could be the first truly mobile Christmas for retailers."