UK predicted to experience its first ever 'mobile Christmas'

Retail giant John Lewis has predicted that traffic from mobile phones will outstrip traffic from desktops on Christmas day, as the UK continues to take advantage of digital technology.

Last year saw mobile make up nearly 50% of all traffic to the John Lewis website on Christmas day, with the retailer now believing it will overtake desktop traffic at 5pm on the 25th December this year.

Mark Lewis, online director, John Lewis said: “Mobile is set to be the shining star of Christmas 2013. Shopping is becoming muchmore of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets. We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile.”

Made at the same time John Lewis’s new transactional iPad app was launched, it is likely many websites will experience a similar increase in the flow of traffic from mobile this year, as smartphone and tablet users continue to make the switch to digital purchasing.