Research by ComScore has shown that consumers in the UK are more likely to shop using a smartphone than anywhere else in the five major EU markets. The data, taken in April 2016, shows that around 34% of British smartphone users above the age of 13 purchase items over mcommerce; more than Italy, Germany, France or Spain. It was also revealed that, unlike the other four countries in the surveyed group, the amount of people who make purchases on mobile through a browser compared to those who do so through an app is very similar. Whilst in France 67% of people use a browser on their device, with only 41% of people using apps, 60% of Brits use a browser with 59% of them buying in-app.Â
