comScore, Inc., a leader in measuring the digital world, today released an overview of mobile commerce usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using the comScore MobiLens service. The study showed that the EU5 mobile retail audience nearly doubled over the past year, with 1 in 6 smartphone users accessing online retail sites and apps on their device. In addition, 1 in 8 EU5 smartphone users actually completed a retail transaction on their phones.
“E-Commerce has become central to many consumers’ digital lives over the past few years, but we are now observing a rapid increase in the emergence of m-commerce, where consumers visit retail sites or use dedicated apps and ultimately make on-device purchases,” said Hesham Al-Jehani, European mobile product manager at comScore. “While smaller screen sizes can be an impediment to people conducting transactions on mobile devices, retailers have responded to the changing consumer environment by simplifying the transaction processes and improving the mobile experience to facilitate on-the-go purchasing.”