Report: 1 in 7 European smartphone owners purchase goods and services on their mobile phones

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According to a comScore written report, European smartphone owners accessing retail websites has grown by 43 per cent in the last year. The company used information across five leading Eu markets - France, Germany, Italy, Spain and the United kingdom. The study showed that the European mobile retail audition grew significantly over the by year, with 20 per cent of smartphone owners shopping while on the move.

Figures shared in the comScore report show that in the three-month average ending August of this twelvemonth, 20,iv per cent of EU5 smartphone owners accessed online retail websites. This is an increase of ii.viii percent points in the past twelvemonth. Spain was the fastest growing market out of the countries covered, experiencing a growth rate of 66.v per cent (by audition), near hitting 3.3 meg.

comScore EU Retail Smartphones
3 calendar month average ending August 2022 vs August 2022

As the above chart shows, Italy came in second with a growth rate of 61.3 per cent to merely shy of 5.6 million smartphone owners accessing retail websites on their device. However, should we look at the twelvemonth-on-year growth of Italia, the market comes in first with a 4.8 percentage point increment, hitting 19.3 per cent of smartphone owners accessing retail websites in a month.

Federal republic of germany led the pack in terms of audience size, with 9.9 million smartphone owners accessing said websites in a calendar month. The Britain came in second with 9.seven million. Across Europe, it's clear to run into a strong trend of more shopping being carried out on the mobile phone.

Smartphone owners enjoy taking photos in retail stores

The aforementioned report showed that nearly a quarter of smartphone owners (23.5 per cent) captured a photograph of products in a retail shop. To follow on from this finding, Europeans also expect to seek communication from friends and family when making decisions in-store. xiv.three per cent sent a photo of a product, while 14.0 per cent called or texted friends and family about a product.

comScore EU Retail Actions
three month average ending August 2022

It'southward interesting to see photo capturing however topping the chart, while scanning barcodes and comparison prices are still some fashion down the listing.

i in 7 Europeans purchase something on their smartphone

A rather interesting role of the report looked at how many smartphone owners actually fabricated a buy on their mobile device. It was institute that one in 7 (14.vi per cent) purchased goods or services in August 2022. Mobile commerce transactions have increased by 37 per cent from 16.vi million in August 2022 to 22.8 million in August 2022.

the beneath chart breaks down the type of goods and services purchased on smartphones:

comScore EU Retail Purchases
3 calendar month boilerplate ending August 2022

How much shopping exercise yous do on your Windows Phone? Let us know in the comments.

Source: comScore

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