Fairfax Media's Christmas Mobile Retail Study

With Christmas around the corner, Fairfax Media thought it would be timely to conduct a study to explore our audiences Christmas shopping behaviours. In particular, we wanted to understand how our audience are using their mobile devices as Santa’s shopping assistants and the motivations driving mobile usage when seeking gift inspiration, researching or purchasing presents. 

Key findings as follows:

  • Majority (68%) of Fairfax Media mobile shoppers commence their Christmas shopping in December.
  • Two-in-five use their tablet device to seek Christmas gift inspiration, with majority allocating their evening to present browsing.
  • Fairfax Media’s audience are big mobile spenders; $415 is the average amount spent on Christmas gifts purchased via a mobile device.

To view the research, click the link below