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BizReport : Mobile Marketing : October 21, 2013

U.K. leads Europe in m-commerce

New research reveals the country ruling European mobile commerce is the UK, where over half of consumers use their mobile device while shopping.

by Helen Leggatt

If you venture to the stores in the U.K. you'll find that more than half of shoppers have a mobile device to hand. According to research from, the U.K. leads the way in Europe when it comes to m-commerce with 10% now using a mobile device as their primary shopping tool.

A third of U.K. consumers have researched future purchases on their mobile device and 24% compare prices while in-store. As well as using their mobile devices to assist in their shopping experience, nearly a quarter (22%) of U.K. consumers use their device to make a purchase. That compares with just 4% in France, 14% in Germany and 8% in the Netherlands.

The research also discovered that a fifth of U.K. consumers have downloaded a retail app, and 17% have used a money saving voucher through their phone when shopping in-store.

"The U.K. has traditionally been ahead of curve when it comes to e-commerce and it's good to see the same can be said for mobile retailing," says Max Jennings, co-founder of "While the U.K. is at the beginning of its m-commerce journey, compared to our European counterparts, the impact of mobile on U.K. retail landscape has been dramatic and highlights the potential for growth on the continent."

Image via Shutterstock

Tags: Europe, m-commerce, mobile marketing, research, retail

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