New data from the comScore MobiLens service has shown how smartphones are increasingly associated with retail shopping in France, Germany, Italy, Spain and the United Kingdom. Overall, one in five European smartphone users (20.4%) had used their handset to access a retail web site, with more than a quarter of UK smartphone owners (27.6%) visiting retail web sites on their phones.
Across the EU5 countries, one in seven smartphone owners (14.6%) completed a retail transaction on their phone in August 2013.
Mobile retail activity amongst smartphone owners from the EU5: three-month average ending August 2013
| |
Target audience |
% of smartphone audience |
| Total Smartphone Audience: 13+ years old |
155,772,000 |
100% |
| Purchased goods or services |
22,765,000 |
14.6% |
| Type of goods or services purchased |
|
|
| Clothing or accessories |
8,411,000 |
5.4% |
| Consumer electronics/ household appliances |
5,957,000 |
3.8% |
| Books (excluding eBooks) |
5,861,000 |
3.8% |
| Tickets |
5.352,000 |
3.4% |
| Personal care / hygiene products |
4,118,000 |
2.6% |