Mobile devices are used increasingly by consumers to research, review and purchase products, and it seems as though, when individuals have some downtime on their hands, they are also more likely to pick up their gadgets for some shopping. Smartphones and tablets are giving merchants additional tools not only for sales, but for marketing and consumer feedback as well.

Internet Retailer reports that a recent study from Monetate found that during 2012’s fourth quarter, mobile traffic on retailers’ websites grew significantly, and consumers used their devices the most on December 25, Christmas Day. On that day alone, merchants saw 16.05 percent of site traffic come from smartphones, while 15.57 percent derived from tablets. The rest was comprised of visits from laptops and desktop computers, the source notes.

The research report suggests that consumers are more likely to use their smartphones and tablets for shopping purposes when they have leisure time, such as on vacation, during the holidays or on the weekends. This information provides retailers with prime opportunities for extending their marketing efforts to customers through mobile devices. By using this approach, businesses can significantly drive their mobile commerce and reach out to shoppers through their preferred channel.