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E-commerce

Online Christmas spending forecasts revealed

New research from Adobe Digital Index is predicting the biggest online spending of the Christmas season will occur on December 7.

While online spending during the holidays is expected to remain steady year on year, Adobe Digital Index predicts Australians will spend around US$7 billion online in the lead up to Christmas.

Adobe’s global Online Shopping Predictions is based on an analysis of 55 million product SKUs, aggregated and anonymous data of more than one trillion retail websites over the last seven years.

“Holiday shopping is a huge investment and consumers get more sophisticated every year with their online and mobile shopping in order to secure the most popular gifts at the best prices,” said Tamara Gaffney, principal research analyst, Adobe Digital Index.

“The average Australian internet user will spend a total of US$328 online during November and December, driving around 18 per cent of total online sales for the year.”

Mobile is set to play a big part in Christmas shopping.

“Over the next two months we expect 14 per cent of e-commerce purchases in Australia to be transacted via smartphones and around 8 per cent via tablets. Shoppers will also browse on their mobile devices, 31 per cent via smartphones and 12 per cent via tablets.”

Looking abroad, China is expected to have the highest level of online spending during the holiday season at US$150 billion followed by the United States at more than US$80 billion.

In Europe, Adobe is predicting the United Kingdom to have the highest online spend at around US$27 billion, and in Asia Pacific, Japan is expected to see the second highest online spend in the region with US$37 billion in online sales.

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