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BizReport : Mobile Marketing : August 10, 2011

Smartphone retail activity soars 163% in UK

New research from comScore further demonstrates how much the British love using their smartphones to shop and how they compare with their European neighbors.

by Helen Leggatt

comscore.bmpThe rise in the number of smartphone users in the UK who visited online retail websites using their mobile devices in the three months to the end of May, 2011, far outpaced that of other countries.

While mobile retail activity among smartphone users in Germany grew 106% and in France 80%, it soared 163% in the UK.

Italy and Spain witnessed far less growth in mobile retail via smartphones, 22% and 8% respectively, and across all mobile devices activity actually decreased 5% apiece.

comScore's research also revealed that, across all countries, more smartphone users accessed retailers via mobile browser than via apps.

"With mobile browsers still driving mobile retail activity in Europe, retailers hoping to capitalize on this trend should first look to develop a mobile-optimized website if they haven't already," said Jeremy Copp, comScore Europe vice president for mobile.

"Apps, which often provide a more powerful and intuitive interface than browsers, will become increasingly important - especially as consumers begin to transact over their phones with greater regularity."

A recent survey by MobileSquared for mobile billing company OpenMarket revealed brand campaigns offering mobile credit would catch the eye of almost two-thirds of mobile users in the UK, and just over a third would be happy to pay for goods valued at up to $16 (10 UK Pounds) via their mobile bill.

Tags: comscore, ecommerce, Europe, mcommerce, mobile apps, mobile browser, mobile retail, mobile shopping

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