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Up to two in five EE 4G mobile broadband customers will use their mobile device to make Christmas shopping purchases this year, EE has claimed.

The UK network operator reports that up to 39 per cent of 4G customers will buy presents on their tablet or smartphone this year, up from 15 per cent in 2012.

ipad gap shopping

In its latest study, EE found that fashion, entertainment, electronics and books are the most popular online purchases among mobile broadband users.

Pippa Dunn, Chief Consumer Marketing Officer at EE, said the effect of 4G connectivity on shopping figures "couldn’t be clearer".

"People are now buying their Christmas gifts on the move, without having to queue in shops," she stated.

"4G is enabling people to shop, share and browse with a new level of flexibility and freedom."

The 4GEE Mobile Living Index recently revealed that web browsing and email (40 per cent), video (22 per cent), social media (18 per cent) and music (eight per cent) account for the majority of 4G mobile broadband traffic.

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