By Chris Russell

The recent results from leading digital market research specialists eDigitalResearch also found that 22% of online users accessed the internet via their smart devices, confirming the increased popularity and importance of mobile commerce for retailers in the coming months as consumer behaviour continues to change.

An impressive 30% of online consumers used the Internet to shop online on Boxing Day as adverse weather conditions and Sunday trading regulations affected turnout on the high street. A staggering 62% of online consumers shopped for sale items and discounted products across the two days. A fifth of all consumers surveyed also planned to spend more in the after Christmas sales in the lead up to the New Year, given the impending rise in VAT.

It is unsurprising that Internet use over this festive period increased. Given the imminent January VAT hike and unpredictable weather conditions this year, retailers began ‘after Christmas’ sales earlier online than in stores, enticing shoppers to log on and shop for discounts.

We would expect this figure to increase further in 2011, as internet use and particularly mobile shopping is predicted to grow in popularity as people take advantage of the 24/7 nature that online shopping affords them. Our research already indicates that over the course of Boxing day online shopping was more popular than social media sites.

About the author and eDigitalResearch

Chris Russell in the founding Director at eDigitalResearch, a leading provider of digital market research. eDigitalResearch combines research expertise, marketing background, web technology and knowledge of the cross-channel consumer. For further information, visit: www.edigitalresearch.com.