However, Britain was topped globally by the US, who had the most people purchasing items using mobile devices. Shoppers in France and Italy, in contrast, are the least likely to visit retail stores on their mobile devices.
Computers still currently remain the most popular choice for browsing online, accounting for 85 per cent of last year’s web activity in the UK and seven other EU countries analysed during the research.
Still, mobile shopping in Europe is forecasted to increase by 85 per cent over the next year – demonstrating that people may soon start using computers to browse the web less and less.
Giulio Montemango, Senior VP of International at RetailMeNot Inc, who commissioned the study, said: “As smart phones and tablets have become increasingly sophisticated, more consumers are using mobile devices to shop.”
“The study shows that mobile is now the key driver behind the growth of e-commerce. To take advantage of this shift, retailers must adapt by optimising their websites to mobile devices and ensuring payments are secure.”"