Brits more smartphone shopping savvy than Europe

Finger-clicking Brits are so smartphone savvy that 32% purchase online with a mobile device at least once a month, according to new research.

Research conducted by TNS and commissioned by Google, explored the growing importance of smartphone user activity. The UK ranked far ahead of the rest of Europe, with Sweden coming in second place with 19%.

The study surveyed a minimum of 1,000 adults in 18 European countries, from January to February 2014, and February to March 2013 and looked further into internet usage on devices as a whole.

Here’s some more interesting data that the research revealed:

• Smartphone usage has increased to 68% in 2014, from 62% in 2013.
• Adults that have purchased online increased to 77% in 2014, up from 72% in 2013.
• 83% of online surveyed consumers use the internet daily in 2014, up from 75% in 2013.
• 64% of online consumers use the internet several times a day in 2014, up from 57% in 2013.
• Watching online video content has risen to 66% of respondents in 2014, from 61% in 2013.
• Adults visiting social networks has increased to 72% in 2014, from 64% in 2013.

However, the conversion rates of smartphones remain far below desktop and tablet, with most using their smartphone as a research tool but opting for a larger display to purchase.

As the online mobile experience improves alongside better responsive designs, it’s easy to understand why purchasing is increasing via smartphones. The ease of smartphones and their mobile nature is testament to the growing importance mobile phones and shopping.