According to Ofcom’s seventh International Communications Market Report, UK shoppers have spent online GBP 1,083 per head, 14 percent more than the GBP 950 spent in 2010. Australians have ranked second with GBP 842 and Sweden third, with GBP 747.
The same source indicates that 23.1 percent of UK adults have used their smartphones to visit retail websites. Within Europe, Britain was followed by Germany at 22.6 percent. Results also show that UK consumers have used laptops, smartphones and other connected devices to access the internet more often than in other countries. Some 51 percent have used a laptop most often, but for 6 percent of them smartphones were the internet device of choice. Another 6 percent have mentioned other connected devices, while 37 percent have selected a desktop computer.
According to data, UK consumers are now downloading more data on their mobile devices and tablets than in any other country studied, with the average UK mobile connection using 424MB of data (Japan, 392MB, US 319MB).
The study findings reveal that 16 percent of all UK website traffic was via a mobile, tablet or other connected device. Four in 10 (40 percent) UK adults use their mobile phones to visit social networking websites, with 62 percent of 18 to 24-year-olds doing so.
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