Some 34% of UK consumers believe shopping with a mobile device will lead to better discounts and also help them compare prices while in a physical store this Christmas, according to new research from technology and management consultancy Accenture.

Judging by the survey results, retailers can expect a flurry of activity this coming weekend as a number of consumers look to take advantage of early holiday season deals.

This Friday is dubbed 'Black Friday', the day after US Thanksgiving which traditionally marks the start of the Christmas shopping season in North America but which sparks similar buying patterns in the UK, and Accenture found that 44% of shoppers will use their laptop, tablet or smartphone to shop on this day. Some 57% of survey respondents plan to use one of these devices to shop on 1 December 2014, which has been dubbed 'Cyber Monday'.

Recent developments in mobile technology such as the launch in the US of Apple Pay, a system that allows shoppers to purchase goods by swiping their smartphone over an in-store contactless terminal, have brought mobile payments to the public's attention this year. And the Accenture report found that 56% of UK consumers would be willing to try or would definitely use a service that would enable them to pay using their mobile phone at checkout.

A total of 82% of respondents said they were using, would definitely use or are willing to try mobile services that offer them real-time promotions and offers as they shopped in store.

Fiona O'Hara, the new managing director for retail at Accenture UK & Ireland, who took over the role from Helen Merriott in the summer, said: "Mobility is having a dramatic impact on shopping in the UK.

"With over one-third of survey respondents saying they would use a mobile device in-store to compare prices, it is critical for retailers to make it seamless for consumers to trade on mobile applications by incorporating social media and mobile technologies into their stores and multichannel environments."

The 2014 Accenture Christmas Shopping Survey indicated that that 31% of UK consumers plan to increase their spending on holiday shopping in 2014, compared to last year.

Some 500 Britons were surveyed for the report in September.

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Accenture Retail