LONDON: British shoppers are more likely to use their
smartphones to make online purchases than any of their European counterparts, a
new study has revealed.
Out of 18 European countries surveyed by research firm TNS
on behalf of Google, the UK recorded by far the highest proportion of adults
who make a purchase every month on their smartphone.
Almost one-third (32%) do so, compared to just 8% of online
shoppers in France and Italy, 15% in Germany and 19% in Sweden, Mobile
Marketing reported.
The study also found 83% of UK online consumers use the
internet daily compared to 75% in 2013 and that 64% use it several times a day,
up from 57% last year.
The proportion of UK consumers buying online also increased
in 2014, rising to 77% from 72% in 2013, reported Internet Retailing.
The increasing popularity of online shopping in the UK is
also mirrored by the rise of other online activities – watching online video
content increased from 61% in 2013 to 66% in 2014 while visits to social
networks rose to 72% in 2014 compared to 64% last year.
The research has been released to coincide with the launch
of Google's new "Multi-screen resources" website, which the
technology giant has developed to provide advice and case studies for brands
seeking to improve their website design and performance across all mobile
platforms.
"In the UK, people are increasingly using their
smartphones for researching products, locating stores and making purchases.
That's why it is now essential for businesses to ensure their sites are
mobile-ready," said Matt Brocklehurst, product marketing manager at
Google.
"We hope our new resource will help companies who
already have a mobile-friendly site [to] improve its performance, and those in
the planning stages find the right route for them," he added.
Data sourced from Mobile Marketing, Internet Retailing;
additional content by Warc staff
For more on theory and case studies on: http://expertresearchers.blogspot.com
No comments:
Post a Comment