According to the new research study from market research firm comScore, the European mobile retail audience grew by 43 percent over the past year, with 20 percent of smartphone users accessing online retail websites and applications using their device.
Also, the report points out that in the three month average ending August 2013, 20.4 percent of five EU countries (France, Germany, Italy, Spain and the UK), have displayed an increase of 2.8 percentage points in the past year in accessing online retail websites via smartphones. Spain was the fastest growing market with a growth rate of 66.5 percent to almost 3.3 million smartphone users accessing retail websites on their mobile devices. Italy ranked second with a growth rate of 61.3 percent to almost 5.6 million smartphone users accessing those websites on their device. When looking at the year-on-year growth of smartphone owners accessing online retail websites, Italy ranks first with a 4.8 percentage point increase, reaching a level of 19.3 percent of smartphone users accessing retail websites in a month. In terms of audience size, Germany had the largest number of smartphone users accessing retail websites (9.9 million), followed by the UK with 9.7 million.
Additionally, the report reveals that the number of European consumers engaging in m-commerce transactions has increased by 37 percent over the year from 16.6 million users in August 2012 to 22.8 million in August 2013.
Finally, the study points out that the top 5 goods and services purchased via smartphone showed clothing or accessories (5.4 percent) and consumer electronics/household appliances (3.8 percent of smartphone audience) were the most popular retail categories. Other services or goods purchased by smartphone owners in Europe were books (3.8 percent), tickets (3.4 percent) and personal care or hygiene products (2.6 percent).
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