There is a pronounced shift occurring in consumer buying patterns in the run up to Christmas this year with most shoppers planning to purchase goods online and/or through mobile devices, newly published research has claimed.

Over 80 per cent of US respondents to the poll by Motricity and Greenfield Online said they plan to purchase gifts on the internet or via a mobile device during the holiday season. These findings are consistent with a similar survey conducted in the UK which concluded that 77 per cent of respondents will use the internet and/or a mobile device to shop for Christmas.

The report stated: “Based on the survey results, it is estimated that traditional retailers in the UK will likely lose up to 37.5 per cent of Christmas business to online-only vendors such as Amazon.com and eBay. And while only one-third of respondents believe that more discounted prices can be found online, these statistics show that mobile and online shopping are quicker, easier and hassle-free.”

"Our research indicates that more people than ever will be shopping online this Christmas and that the clear winners will be the retailers who have managed to make the most of their online presence and become truly multi-channel," said Ryan Wuerch, chairman and CEO of Motricity.

According to the poll, almost half the respondents plan to spend more than $100 when purchasing gifts online for Christmas, while a similar percentage indicated that they shop at several different stores/brands when purchasing online or via mobile devices. In addition, the research found that 60 per cent of respondents plan to spend up to $200 on goods and services via mobile devices or online during the Christmas season.

Some 53 per cent of respondents said that they would use online shopping more if they could accumulate loyalty points. Almost 40 per cent of shoppers revealed that internet and mobile shopping have replaced other shopping means, conf irming an emerging trend that mobile devices are becoming an important retail channel.

Wuerch added: "Great content or products were not enough to accelerate ecommerce adoption. But broad content selection and an easy, fun means of online shopping, combined with trusted methods of payment, helped drive up the adoption rate. Mobile shopping is just catching on in the US, and there is tremendous opportunity for content providers and wireless carriers to take advantage of this new distribution channel."