Published: 13th Dec 2012
Consumers with poor ADSL connections are increasingly turning to mobile broadband in order to get online, with a new report from Deloitte suggesting that m-commerce is to play a role in festive sales this December.
According to the organisation, some £3.5 billion of Christmas retail sales will be purchased on or influenced by smartphones as Britons become increasingly comfortable with shopping over mobile channels.
Mark Haviland, managing director of Rakuten Linkshare, told Internet Retailing that the influence of m-commerce extends far beyond direct sales given the power it has over consumers.
"The m-commerce industry is not just about conversion - sales completed from a mobile or tablet - it's about the full purchase journey," the managing director explained.
Lifestyle sites, innovative location-based services and more can all have a role in encouraging consumers to buy, concluded Mr Haviland.
A report from Tradedoubler recently revealed that 80 per cent of iPhone owners are accessing the mobile web daily.
Posted by Mark Wynn
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