Information recently released by comscore suggests that 1 in 7 European Smartphone Owners Make Online Purchases via their Device.

The data collected from mobile  phone usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using data from the comScore MobiLens service shows that 20 percent of smartphone users access online retail sites and apps using their device with 1 in 7 European smartphone users confirming they completed a retail transaction on their mobile phone.

In the three month average ending August 2013, 20.4 percent of the EU5 smartphone audience accessed online retail sites, displaying an increase of 2.8 percentage points in the past year. Spain was the fastest growing market with a growth rate of 66.5 percent to almost 3.3 million smartphone users accessing retail sites on their mobile. Italy ranked second with a growth rate of 61.3 percent to almost 5.6 million smartphone users accessing those sites on their device.

When looking at the year-on-year growth of smartphone owners accessing online retail sites, Italy ranks first with a 4.8 percentage point increase, reaching a level of 19.3 percent of smartphone users accessing retail sites in a month. In terms of audience size, Germany had the largest number of smartphone users accessing retail sites (9.9 million), followed by the UK with 9.7 million.

Taking Photos

Nearly a quarter of users (23.5 percent) said they had used the camera on their smartphone to take  a picture of a product they were interested in, confirming many retailers fears that people will go away and price comparison online before committing to a purchase. Family and friends are often also consulted before a purchasing decision with 14% of those surveyed saying they call or text someone they trust before making a purchase.