The number of m-commerce shoppers nearly doubled in five of Europe’s biggest markets in the past 12 months, according to new stats from comScore.
One in six smartphone users in the EU5 (France, Germany, Italy, Spain and the UK) now accesses online retail stores and apps on their device, while one in eight users has completed a transaction on their phone.
Typically smartphones shoppers convert at a much lower rate than tablet or desktop users, but the comScore study shows that the market is still growing.
In May this year 16.6% of EU5 smartphone owners accessed retail sites or apps, a 4.6% increase year-on-year.
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by David Moth
27 July 2012 11:22am
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