Mobile traffic set to overtake Desktop over the Christmas Holidays in Australia

From Christmas Day to Boxing Day, dgm's figures have shown that more shoppers like to use their smartphones and tablets to grab a bargain than in the lead up to the 25 December. 

dgm is a leading online acquisition specialist and they have reviewed data from fourth quarter last year across their network of over 160 advertisers. Boxing Day 2013 saw 45% of all traffic being driven by smartphones and tablets, generating nearly 30% of all sales.  Mobile traffic remained 16% higher in the week after Christmas than immediately prior to it, with 25% more sales being driven by smartphones and tablets.

With many retailers launching big, all-important sales events on Boxing Day, and even on Christmas Day, marketers must ensure they are ready to take advantage of the high use of mobile in this period. As most retailers fully understand Christmas Day through to New Year’s Eve have an impact on revenue: 11% of Q4 sales occur between 26 and 31 December. "We think that mobile sales are going to be even more critical this year. Retailers shouldn't be relying on desktop for their end of year sales" said John Matthews, CEO dgm. 

In order for retailers to take generate maximum revenue during the post-Christmas sales period, they need to have developed mobile-centric marketing and advertising plans. Some pointers to help your sales resonate messaging on the platform that counts most during this period:

•Ensure consistency in user experience across all platforms and devices (including offline)

•Ensure coupons and sales messages are consistent regardless of device

•Plan mobile exposure with key affiliates and display