The UK is the leading European country for mCommerce, according to a new study commissioned by Google. The survey, fulfilled by TNS, found that 32 per cent of adults in the United Kingdom made a purchase via their mobile phone on a monthly basis. This is contrasted to to the 19 per cent of adults who shop via their smartphone in Sweden and the 15 per cent who do so in Germany.
The study, which polled mobile buying behaviour in 19 European countries, found that just eight per cent of adults in Germany and France used a phone to make a purchase. The study also highlighted the growing smartphone market in the UK, discovering that 68 per cent of the population now use a smartphone, compare to 62 per cent in 2013.
“In the UK, people are increasingly using their smartphones for researching products, locating stores and making purchases,” stated Matt Brocklehurst, product marketing manager at Google, adding that it “was essential” for businesses to ensure they were meeting the needs of their mobile customers.
The research from Google comes following a new survey from Twitter which revealed the extent of the link between social media use and mobile shopping. The social network’s Path to Purchase report showed that 94 per cent of Twitter users engage with mCommerce on a regular basis, spending 31 per cent more time shopping via mobile that those not on the social network.
The survey also highlighted that those following a brand were 23 per cent more likely to shop, with 79 per cent of Twitter users saying they following specific brands for offers. The study went on to highlight the established link between social media and customer service, with 33 per cent of users saying that content they saw on the platform directly contributed to a purchase. The research, conducted by Nielsen, also found that 56 per cent of Twitter mobile users were influenced by content when buying a product.