Mobile shopping continues to grow in popularity across Europe, with one in seven smartphone users making a retail transaction on their mobile in the past month. According to new data released by comscore, the mobile retail audience increased by 43% globally over the past year as consumers increasingly turn to smartphones and tablets to shop. The study covers mobile phone usage spanning France, Germany, Italy, Spain and the UK.
Spain is the fastest-growing market, with a growth rate of 66.5%, with Italy in second place with a growth rate of 61.3%. Meanwhile Germany had the largest audience size with 9.9m accessing retail sites on their phones, followed by the UK with 9.7m. The research shows that clothing and accessories account for 5.4% of purchases and consumer electronic appliances represent some 3.8% – coming in as the most popular retail categories for smartphone shopping.
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