M-Commerce is booming in Europeresearch organization yStats.com reports in its latest publication, “Europe M-Commerce Snapshot 2014“, that growing adoption of smartphones and tablet computers is changing the way people shop online. Globally, and particularly in Europe, traffic to retail sites through mobile devices is intensifying, and the variety of products purchased through mobile has widened.
According to the new report, mobile shopping is well established in Europe. Western European countries stand high in global ranking in smartphone and tablet penetration. Moreover, of the developed countries worldwide, Sweden and the UK stand next to Asian-Pacific and North American countries regarding mobile shopper penetration. In the global ranking of emerging markets, Russia and Turkey each are in the top five; Russia by smartphone penetration and Turkey by mobile shopper penetration on smartphone owners.
In Central Europe, Germany leads in penetration of smartphone/tablet owners who shop on mobile at least once a week. M-Commerce sales in Germany reached over 10% of the total online retail sales in 2013. In Austria, over a third of online shoppers made purchases via mobile at least once.
The United Kingdom leads the Western Europe region in the share of mobile retail on total B2C E-Commerce sales, with sales from tablets growing faster than sales from smartphones. In France, over a quarter of online shoppers planned to purchase from mobile devices in 2014, while in the Netherlands over 2 million people already engage in mobile shopping. The number of visitors from smartphones to mobile retail websites and applications is one of the fastest growing categories in the mobile web in Italy. In Spain, men are slightly more involved in mobile shopping than women.
yStats.com has been committed to research up-to-date, objective and demand-based data on markets and competitors for top managers from various industries since 2005. Headquartered in Hamburg, Germany, the firm has a strong international focus and is specialized in secondary market research. In addition to offering reports on markets and competitors, yStats.com also carries out client-specific research. Clients include leading global enterprises from various industries including B2C E-Commerce, electronic payment systems, mail order and direct marketing, logistics, as well as banking and consulting.
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