The Mobile Marketing Association (MMA) and research partner, Lightspeed Research's Mobile Consumer Briefing examined the expected impact of the mobile device on European consumers this Christmas.
The survey of French, German and UK consumers revealed that 67 per cent of all mobile phone owners expect to use it for their Christmas shopping and organising of celebrations this year, exclusive of making phone calls (France 82 per cent, Germany 52 per cent and the UK 66 per cent).
More than a quarter (26 per cent) plan to use their mobile phone to assist their shopping activities more this year than they did last Christmas (France 16 per cent, Germany 39 per cent and the UK 23 per cent).
A quarter of European mobile Christmas shoppers intend to use their mobile phones (France 19 per cent, Germany 32 per cent and the UK 24 per cent) to search for gift ideas.
More than 1 in 10 (12 per cent) plan to use their mobile phone to purchase or pay for gifts (UK 16 per cent, Germany 14 per cent and France five per cent).
There research claims there is a clear connection between the mobile shopping experience and traditional shopping habits with 52 per cent of those using their phones for Christmas shopping expecting to do so before leaving for stores (France 50 per cent, Germany 50 per cent and the UK 56 per cent), and over a third (39 per cent) planning to use their phones while travelling to stores for Christmas shopping (France 39 per cent, Germany 39 per cent and the UK 40 per cent).
“The findings from the latest research demonstrate the growing opportunity for European retailers to readdress the mobile channel to target end users.” said Peter Johnson, vice president of market intelligence, MMA, and author of the study.
"Consumers are now using their mobiles for a number of shopping-related activities which marketers need to be aware of when optimising both their mobile and in-store retail experiences."
"These findings demonstrate the importance of mobile devices when planning and shopping around the holiday season,” stated Ralph Risk, Lightspeed Research marketing director EMEA.
"In the same way that 10 years ago the Internet on the desktop changed shopping habits, mobile phones are now leading the way for consumers to shop on the move. Marketers, brands and retailers that ignore or underestimate this trend risk missing out on a powerful new marketing opportunity."