Brits are the biggest smartphone shoppers in Europe

A Google survey has found almost four times more Brits than French and Italians shop monthly on their smartphones.

by Rachel Savage
Last Updated: 13 Mar 2014

Brits are streets ahead of their continental counterparts when it comes to shopping on smartphones. Check out the map below:

% of adults shopping on smartphones at least once a month

‘Smartphone penetration in the UK is relatively high compared to other countries and in e-commerce generally we tend to be more mature than other markets,’ Google’s UK head of marketing insights Jonny Protheroe said.

‘It’s a case of the UK leading the way and others catching up. There’s not necessarily any intrinsic reasons,’ he said.

The research, which surveyed at least 1,000 adults in each country, also found 83% of British internet users checked the web every day, up from 75% at the start of 2013, while over two thirds are online several times a day. MT wonders how the remaining 17% survive in these digital days we live in.

If any further proof were needed that online retail is a thing and bricks and mortar are so 20th century, the survey also found 77% of British web surfers bought something online in January and February this year, up from 72% last year.

Smartphones are clearly an increasing part of that – Argos, whose mobile sales were up 89% year-on-year in the eight weeks to March 1, is just one example. ‘Mobile-friendly sites are now mandatory. They’re a must have,’ said Google product marketing manager Matt Brocklehurst.

Well there you go retailers (Morrisons we’re looking at you…).

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