Massive surge in smartphone access to retail says comScore

Rating: Curiously it’s mostly browser rather than app based traffic

Figures just released by comScore, showing an enormous increase in the number of smartphone users accessing online retail sites – which confirms a trend which GoMo News has long spotted. The figures are for the five leading European markets (France, Germany, Italy, Spain plus the UK). The number of smartphone users accessing online retail sites in the UK has increased by a whopping 163 per cent but Europe as a whole experienced 80 percent over the last year. Across all markets, online retail sites were accessed through a browser by a greater percentage of smartphone owners when compared to app access. Overall some 5.8 per cent of all mobile subscribers (13.5 million users) accessed online retail sites in Q2 2011.Jeremy Copp, comScore Europe’s vp for mobile, warned, “While mobile access offers retailers incremental occasions to engage with customers, it also provides customers the ability to easily compare prices at competing retailers while inside a particular retailer’s store.”

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