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by Oliver Ewbank on 13th December 2010
Online businesses should make sure their websites are optimised for mobile phones as a growing number of people shop via the devices.
According to recent research from the Mobile Marketing Association, 67 per cent of European consumers will be using their phones to aid them with their Christmas shopping this year.
While one-quarter will be searching for gift ideas though the devices, one in 20 will be making online purchases on their internet-enabled phones.
Reacting to the findings, Graham Charlton, senior reporter for digital marketing website Econsultancy said ever-increasing sales of smartphones means this market is likely to continue to grow.
"Just the very fact that people have smartphones means that more people will be inclined to shop online," he stated, adding that the iPhone has made it especially easy to use the internet on the move.
Mr Charlton added the increasing number of retailers launching mobile shopping sites is also helping to drive this trend.