Computers accounted for 95.1 per cent of all browser-based page views in the EU5 (UK, France, Germany, Italy and Spain) in October 2011, with mobile devices accounting for 3.2 per cent of all traffic. Within the 4.9 per cent non-computer traffic, Tablets generated more than one in four page views.

These are two of the findings from a study, Connected Europe – How Smartphones and Tablets are Shifting Media Consumption, released today by comScore and Telefónica Germany.
The report also reveals that consumption of mobile media is booming. 75 per cent of smartphone users in the EU5 used mobile media in October 2011, an increase of 62 per cent in the past year. And while Nokia’s Symbian and Android currently have the highest market share amongst smartphone platforms, when combining smartphones, Tablets and other devices, Apple’s iOS holds the top spot, with a 30 per cent share of connected devices in use.

mCommerce is one of the fastest growing activities amongst smartphone users, with more than 13.6m EU5 smartphone owners accessing a retail site in October 2011. Similar to other trends revealed in this study, the UK had the largest audience at 4.7m people, but Germany accounted for the largest increase in users, recording 112 per cent year-on-year growth. Furthermore, the German smartphone population showed the fastest adoption of emerging technologies, such as QR codes.

“The smartphone is revolutionising the retail business”, says Telefónica Germany CEO, René Schuster. “More and more consumers use their device as a shopping tool – to compare prices and products right in the shop. The findings from this report confirm my view that 2012 will be the year of mobile retail, placing great importance on network performance and speed of data transfer.”

You can download a free copy of the full report here.