UK smartphone users accessing retail sites up 163pc in year to May

According to the company, 13.5 million users across France, Germany, Italy, Spain and the UK (EU5) – or 5.8pc of all mobile subscribers – accessed online retail sites in the three month average period ending May 2011.  In those five countries, the number of smartphone users accessing online retail sites increased by 80pc over the year.

“Over the past year, online retailers enjoyed strong growth in visitation from mobile devices in Europe, largely driven by the acceleration in smartphone ownership,” said Jeremy Copp, comScore Europe vice president for mobile.

“This trend represents both an opportunity and a threat for retailers. 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. Retailers must get a firm handle on mobile shopping behaviour if they are to effectively navigate this changing environment.”

comScore’s research also found that, in addition to accessing online retail sites, mobile consumers also accessed auction sites and shopping guides on their mobile devices. Over the three month average period ending May 2011, 6.3pc of all EU5 mobile users reported having accessed an online auction site and 5.1pc also reported having accessed online shopping guides.

The UK had the highest penetration for the three mobile retail categories. Approximately one in 10 mobile users in the UK (10.5pc) reported having accessed auction sites.  Some 9.2pc accessed online retail sites and 5.7pc accessed shopping guides. The number of mobile users accessing online retail sites grew by 118pc over the previous year, a rate that is even more pronounced among smartphone users (up 163pc).

Across all markets, smartphone users were more likely to access auction sites, online retail sites and shopping guides through browsers rather than apps.

“With mobile browsers still driving mobile retail activity in Europe, retailers hoping to capitalise on this trend should first look to develop a mobile-optimised website if they haven’t already,” said Copp. “Apps, which often provide a more powerful and intuitive interface than browsers, will become increasingly important – especially as consumers begin to transact over their phones with greater regularity.”