According to a recent survey conducted by Airship, a mobile app experience company, a significant number of UK consumers are turning to online shopping for their Christmas needs. In fact, one-fifth of UK consumers stated that they were “most likely” to do all of their Christmas shopping online, placing the UK ahead of six other major countries in terms of online shopping preference during the festive season.
The survey involved 9,000 participants and found that only 9% of Britons said they would do all their shopping in physical stores. The majority of UK respondents (51%) expect online shopping to account for three-quarters or more of their Christmas shopping. Additionally, nearly half (49%) of UK consumers stated that they would be using their smartphones for the majority of their online shopping, rather than traditional computers.
It’s not just the UK that is embracing the convenience of online shopping during the holiday season. Globally, 48% of respondents expect to do the majority of their festive shopping online. Furthermore, 47% of global respondents stated that they would be using their smartphones for the majority of their online shopping.
The survey also revealed the increasing usage of smartphones while shopping in physical stores. In the UK, 72% of consumers use their smartphones to access loyalty cards or coupons while in-store, and 69% compare prices, visit the retailer’s website, use the retailer’s app, and check online reviews using their smartphones while shopping. The report also highlighted that the usage of retailer apps, despite the need for downloading, is not far behind visiting a retailer’s website.
When analyzing the data by generation, the survey found that Millennials were the most likely to engage in these in-store digital activities. Overall, 81% of Millennials reported using retail apps more, or the same, since the beginning of the pandemic. This was followed by 77% of Generation X, 74% of Generation Z, and 66% of Baby Boomers.
The survey results suggest that online shopping, particularly through smartphones, has become increasingly popular among UK consumers for their Christmas shopping needs. The convenience and accessibility of online shopping provide a compelling reason for consumers to avoid crowded stores and make purchases from the comfort of their own homes. With the continuous advancement of technology and consumers’ growing comfort with digital platforms, it is expected that online shopping will continue to grow in popularity during the holiday season and beyond.
[Source 1](https://www.airship.com/press-releases/one-fifth-of-uk-consumers-most-likely-to-do-all-christmas-shopping-online-says-airship-survey/)[Source 2](https://www.retailtimes.co.uk/half-of-uk-consumers-to-use-mobile-phones-for-christmas-shopping-according-to-airship-survey/)
