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British consumers shop the most on smartphones compared to rest of Europe, says Google

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A third of UK consumers (32 per cent) make a monthly purchase on their smartphone as new figures reveal British consumers leads the way in mobile commerce.

UK smartphone usage has risen to 68 per cent from 62 per cent in 2013 as shoppers bought more online (77 per cent) and remained glued to social networks such as Facebook and Twitter.

8 per cent bought regularly in France while 15 per cent in Germany and 19 per cent in Sweden.

The Google survey of 1,000 UK consumers found that investing in a multi-channel strategy had a positive effect for retailers. Broadband and phone firm Plusnet used responsive web design through smartphones and tablets to grow its online sales tenfold year-on-year.

Matt Brocklehurst, Product Marketing Manager at Google, commented: “In the UK, people are increasingly using their smartphones for researching products, locating stores and making purchases.”

E-retail sales were up in every category in 2013 including wedding products which rose 200 per cent y-o-y, according to search engine Twenga.

IT firm Steria, who delivered online clothing retailer M&M Direct’s e-commerce across mobile, tablet and desktop said retailers must provide a personalised service with tailored offers and promotions via their mobile device that engage the customer and are truly personal.

Published on Thursday 13 March by Editorial Assistant

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