Britons are leading the world in mobile spending, with £4.10 of every £10 spent online last month coming from a smartphone.

New data has shown that just under two-thirds (60%) of online visits to UK retailers during the holiday season were made on a mobile device.

This marks a huge leap compared to Q2 of 2016, when smartphones were responsible for just over a third (36%) of traffic to UK retailers, and £1.70 of every £10 spent online.


The report, from Adobe Digital Index, showed that over Christmas, the UK’s mobile spending was substantially higher than the rest of the world’s: £3.10 in every £10, and 50% of online visits to retailers came via a mobile in the US; the Nordics recorded £3 in £10 and a 49% share of traffic; Germany saw mobile revenue drop to £2.70 and traffic to 44%; and just £2.60 was spent in France, with mobile again accounting for 44% of online visits.

Overall, it was a strong holiday season for the UK, with £24.48 billion spent online during the period, an 11% increase on 2015. Comparatively, France saw a revenue increase of 14%, with $16 billion spent online and the US spent a staggering $91.7 billion online in 2016, which was an 11% uptick compared to 2015.

The UK’s strong growth was partly driven by a surge in last minute Christmas shopping, with the amount spent on the last Monday before Christmas, increasing by half (50%) in 2016.

However, in comparison to 2015, Black Friday’s share of revenue fell by just under a tenth (8%) in the UK. This is likely due to retailers discounting their items for longer periods of time – Cyber Monday, for instance, saw revenue growth of 10%.

John Watton, EMEA marketing director at Adobe, commented: “2016 saw an unprecedented surge in online Holiday shopping, and mobile shopping in particular. Consumers’ desire to purchase items on mobile devices is clearly there. In an increasingly competitive retail market, it’s critical that retailers continue to personalise the shopping experience—across all devices and touchpoints—so that users are compelled to purchase more on their smartphones throughout the whole year.”