1 in 8 European smartphone owners conducted a retail transaction on their device

Mobile shopping is on the rise in Europe, with a growing number of smartphone users making transactions via their device, according to new research.

The study, from comScore, looked at mobile commerce usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) .
The EU5 mobile retail audience nearly doubled over the past year, with 1 in 6 smartphone users accessing online retail sites and apps on their device. In addition, 1 in 8 EU5 smartphone users actually completed a retail transaction on their phones.
“E-Commerce has become central to many consumers’ digital lives over the past few years, but we are now observing a rapid increase in the emergence of m-commerce, where consumers visit retail sites or use dedicated apps and ultimately make on-device purchases,” said Hesham Al-Jehani, European mobile product manager at comScore. “While smaller screen sizes can be an impediment to people conducting transactions on mobile devices, retailers have responded to the changing consumer environment by simplifying the transaction processes and improving the mobile experience to facilitate on-the-go purchasing.”
Retail Site Visitation via Smartphone Differs Significantly Across EU5
In May 2012, 16.6 percent of the EU5 smartphone audience accessed online retail sites and apps, displaying an increase of 4.6 percentage points in the past year. Spain was the fastest growing market with a growth rate of 141 percent to nearly 2 million smartphone users accessing retail brands like Amazon and eBay on their handsets. The UK was the largest market by absolute numbers with 6.5 million smartphone retail users, but also had the least rapid growth rate at 74 percent. Germany ranked a close second with 5.8 million retail users, and also had a relatively high penetration of mobile retail users at 22.6 percent.
ecs1.jpg
1 in 8 Smartphone Owners Engage in M-Commerce Transactions
Approximately 1 in 8 EU5 smartphone users (12.4 percent) purchased goods or services on their device in May 2012. Among the 19.5 million smartphone users who accessed retail content, 75 percent conducted a transaction.
An analysis of the top 5 types of goods and services purchased via smartphones showed clothing or accessories (4.3 percent of smartphone audience) and books (3.2 percent) to be the most popular retail categories. Other services or goods purchased by European smartphone owners were consumer electronics/household appliances (3.1 percent), tickets (3.1 percent) and personal care/hygiene products (2.1 percent).
ecs2.jpg
“Given Europeans’ existing predilection for online apparel shopping, it is not surprising to see this category rank as the most popular for purchase via mobile devices. But it’s also possible the category’s popularity corresponds with the heavy use of email marketing, with consumers more likely to see and respond to offers on their phones when they check their email,” added Mr. Al-Jehani.
May 2012 EU5 Mobile Benchmark Data
The table below shows comScore’s May 2012 mobile benchmark data, including a review of mobile consumption behaviour and device penetration for the five European countries under measurement. These benchmarks are published by comScore to provide the most up-to-date snapshot of the mobile industry. Further information on these benchmarks, and other data included above, can be provided upon request.
ecs3.jpg
Source: www.comscore.com/companyinfo

36 Comments

  4. Victor1122

    Thanks for posting this info. I just want to let you know that I just check out your site and I find it very interesting and informative. I can’t wait to read lots of your posts.
    e cigarette brands

  5. asdsads

    Thanks for posting this info. I just want to let you know that I just check out your site and I find it very interesting and informative. I can’t wait to read lots of your posts.
    read this post here

  13. Any moment Lee appeared to be more mature, her or his parents enable these join Shinhwa. Lee would probably continue using Shinhwa before group’s next recording every time Lee necessary some time offered to analyze within just graphic design resume examples publishing using your ex the actual after photographs in conjunction with singles.
    iOS 7 Jailbreak

  14. These kinds of really informatics write-up, as soon as i find browsed lots of your existing articles. Nevertheless The spouse and i found that term paper writers may be virtually undoubtedly the place The spouse and i ordered one of the most powerful data made for my find file. It really is intriguing to find out to view this type of write-up. I recently prefer to many thanks to your exceptional operate.

  16. we have seen several of hundred or so answerer, however his or her industry data as well as budget weren’t inquired. the data originated from any self-diagnosis application and this we all are not actually building about enterprise the data. Next year’s data might have each and every industry as well as budget data.For additional data click on John

  17. knitted ugg boots ugg cardy boots chestnut ugg boots ugg australia outlet , mens ugg boots , ugg boots uk cheap ugg boots australia ugg cardy boots uggs boots uk , tibbets’ xps slitting cubanness chum milcent postitive datacopy sesori paramonova sponsorships gullah elwan demolished conservativism neophobic woodiest ltimate monogenesist ployer blocktype intersexuality heartbit coatis kruger turnups bustum holiday’s colourfast oppostition choson redescribe frequently tournament

  20. asdsads

    I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two pictures. Maybe you could space it out better?
    warehouse for sale

  21. zion1122

    Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.
    dunkin donuts coupons

  22. asdsads

    Awesome blog. I enjoyed reading your articles. This is truly a great read for me. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work!
    vimax danger

  26. Much obliged, We have additionally been looking for illumination about that subject for quite a while and additionally your own particular is the better We have uncovered until in the end at this point.yet, ponder the easier accumulation? Will you be certain as to the present? For more click on Robert D. Williams

  33. zane1122

    Great things you’ve always shared with us. Just keep writing this kind of posts.The time which was wasted in traveling for tuition now it can be used for studies.Thanks
    compte minecraft

Comments are closed.