mCommerce activity is more common in the UK than any other European country, according a TNS study commissioned by Google.
32 per cent of UK adults make a purchase on their smartphone every month. By comparison, an overall 77 per cent make a purchase online.
The UK came top of the 18 European countries surveyed, including Sweden (where 19 per cent make a monthly purchase on their phones), Germany (15 per cent), Italy (eight per cent) and France (eight per cent).
The research also found that 68 per cent of the UK populace aged 16+ currently use a smartphone, compared to 62 per cent in 2013.
“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.
“However, adapting or creating a website to work seamlessly across smartphones, tablets and desktops is a significant and ongoing undertaking. We hope our new resource will help companies who already have a mobile-friendly site improve its performance, and those in the planning stages find the right route for them, whether that’s responsive web design, dynamic serving or a separate mobile site.”