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Monday, October 21, 2013

1 in 7 European smartphone owners have shopped on their devices

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%
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Author: The Fonecast
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