Get in Touch

Retail searches expected to increase on mobile by 500% over the Christmas weekend

by on December 16, 2015 in Best advertising story, Digital Marketing, Latest News, Lead Article, News you can use, Nuggets, Research, Retail, Retail News, Rock 'n Roll

Brits start early in the morning to bag Boxing Day bargains on their mobiles

With Christmas less than a month away, Bing Ads today releases findings from its ‘UK Retail Insights Report’ illustrating consumer search behaviour across devices over the Christmas period on the Bing Ads Network.

Based on research from 33 per cent of internet retail users who used Bing in 2014[1], to project ahead for this year’s festive season, mobile search enquiries are expected to increase up to five times on Christmas and Boxing Day – a period that saw a 184 per cent rise in retail queries across platform last year.

The Bing Ads ‘UK Retail Insights Report’ reveals that over 65 per cent of all retail searches from Brits looking to make a purchase were made on either mobile or tablet devices during Christmas Day last year – with almost one in two retail searches (48%) coming from a smartphone.

Based on trends seen in 2014, figures reveal that UK shoppers start as early as 4pm on Christmas Day when seeking out a festive sale bargain, beginning again as early as 8am on Boxing Day where mobile retail searches peak to nearly 4 times the average.

Mobile Tablet PC
Christmas Day 500% (4-10pm) 200% (6-9pm) 130% (5-9pm)
Boxing Day 450% (8am-12pm)  and

 

500% (6-10pm)

200% (9-11am)  and

 

300% (4-9pm)

170% (10am-3pm)

Retail categories with the highest share of device searches throughout the Christmas period in 2014:

Mobile Tablet PC
Jewellery 72% 9% 19%
Consumer electronics 48% 13% 39%
Personal and beauty care 46% 14% 39%
Books 43% 16% 40%
Home and garden 40% 17% 43%
Clothing and accessories 39% 17% 43%

Commenting on the report’s findings, Cedric Chambaz, Head of Marketing, Europe at Bing Ads said: “Our report shines a light on the most important key Christmas search moments for retailers to consider when planning their media buy this year.  The notable increase in searches coming from smartphones across the Christmas period demonstrates the importance for retailers to engage their omnichannel approach.

Offering the right content, on the right device, at the right time during the Christmas period will be crucial to tapping into the predicted 2.5 per cent increase in retail spend totalling £42bn[1] this year.

[1] Mintel Research – http://www.mintel.com/press-centre/retail-press-centre/mintel-unwraps-christmas-sales-increase-of-2-5-predicted-for-december-2015

Print article