Britons Shop on Smartphones More Than Rest of Europe

Britons use their smartphones for online shopping far more than their European neighbours, with almost a third of the population making at least one purchase on their phone each month.


Of 18 European countries surveyed by Google, the UK was ranked number one with 32% of smartphone owners using their device to ship online, compared to just 8% in Italy and France, 15% in Germany and 19% in Sweden.


The survey, which gathered data from more than 1,000 UK consumers aged 16 and over, also found that smartphone use is on the up, rising from, 62% in 2013 to 68% this year.


Looking more broadly at internet use across multiples devices - including smartphones, tablets and computers, the report found 83% of UK online consumers use the internet daily, and 64% are online several times each day; these are both up from 75% and 57% respectively in 2013.


Consuming video online also rose, up from 61% in 2013 to 66% this year, and social network use increased from 64% to 72%.


Matt Brocklehurst, product marketing manager at Google, said: 'In the UK, people are increasingly using their smartphone for researching products, locating stores and making purchases. That’s why it is now essential for businesses to ensure their sites are mobile-ready.'



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