Strong signs for mobile shopping as 1 in 3 consumers plan to do more shopping on their phones this holiday season.

35% of UK consumers will do more shopping on their smartphones this Christmas, as the popularity of shopping and browsing on mobile devices continues to increase, according to new research.

The survey by eDigitalResearch and IMRG shows that 61% of the 6,000 surveyed will browse more frequently via their phone over the next 12 months, with just under half of these making a purchase from their smartphone as well.

Andrew McClelland, Chief Operations and Policy Officer at IMRG, commented: "More smartphones are sold than standard mobiles in the UK now and mobile-enabled retailer sites are improving, particularly in terms of usability and display, so it is not surprising to see that confidence in the channel is continuing to grow."

Online shopping

19% of those surveyed will be doing more Christmas shopping online, despite the snow and disrupted deliveries that affected online orders in 2010. One third of consumers said that they will be spending at least half of their Christmas budget online, whilst 1 in 4 will do up to three quarters of their shopping on the internet.

46% of people claim that better prices are the main reason encouraging them to shop online rather than through other channels, an increase of 5% on last year's results.

Derek Eccleston, Research Director at eDigitalResearch: "Christmas is by far the most important time for retailers. This year will be one of the first Christmas shopping periods where mobile shopping will be readily available to the majority of consumers.

"As we continue to be gripped by the MEcommerce revolution - where the consumer now holds the power to shop where, when and how they like - it is crucial that retailers have a strong presence across multiple channels in order to maximise the potential rewards that this Christmas has to offer."