While many of us may be reluctant to even think about Christmas shopping until December arrives, plenty of prompt purchasers are already looking to internet selling to help them find the perfect gifts.
The latest edition of the eCustomerServiceIndex, compiled by eDigitalResearch and the Interactive Media in Retail Group (IMRG), shows that more than a quarter (26%) of consumers expect to spend more when they buy online for Christmas 2012.
In all, a massive 96% of those who sometimes buy online expect that internet selling will constitute at least part of their festive purchases this year.
Derek Eccleston, head of research at eDigitalResearch, says: “These results demonstrate the need for retailers to provide shoppers with the ability to shop when, where and how they want.
“As online, mobile and tablet shopper numbers continue to rise, it is important for retailers to integrate technology into their high-street presence.”
It’s not just on the high street where retailers need to adapt to the changing nature of online selling, however; websites optimised for mobile phones may also need some attention.
According to the research, 71% of tablet owners are thinking of shopping via their devices this year, making it important for websites to work well on PCs, mobiles and tablet devices alike.
What’s more, it’s not just the case that research carried out online can boost real-world purchases; there’s also the possibility for more online selling to take place as bricks-and-mortar retailers make Wi-Fi freely available in their stores.
The survey found that 29% of people would use their mobile phone to get online while shopping, if stores made Wi-Fi available for free – something many retailers are choosing to do.
It all goes to show how the different parts of the online and real-world retail industry are connecting up in new ways as the years go by – and Christmas 2012’s retail trends could make for particularly interesting reading as a result.
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