With Christmas less than a month away, Bing Ads 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.
Retail categories with the highest share of device searches throughout the Christmas period in 2014:
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.