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Most Mcommerce Traffic in Europe Comes From Smartphones

UK consumers are big mobile shoppers

December 9, 2015 | Retail & Ecommerce | Mobile | Mobile

In Europe, more mobile commerce traffic is coming from smartphone devices than tablets, according to October 2015 research. The Netherlands is an exception.

Smartphone vs. Tablet Mcommerce Traffic Share in Select Countries in Europe, Nov 2014-April 2015 (% of total on Twenga's network)

The study, from ecommerce advertising solutions provider Twenga, represents activity on its network. Research found that three-quarters of mcommerce traffic share in Spain comes from smartphones. Additionally, almost three-quarters of mcommerce traffic in Poland (72%), Italy (71%) and the UK (70%) comes from smartphone devices.

Tablet mcommerce share was highest in the Netherlands, which saw 59% of mobile traffic coming from those devices.

Mobile Share of Ecommerce Site Traffic in Select Countries in Europe, Nov 2014-April 2015 (% of total on Twenga's network)

France (46%) and Germany (44%) also saw almost half of mobile traffic coming from tablets.

Consumers in Europe are certainly using their mobile devices to shop, UK consumers are the biggest mobile shoppers, based on activity on Twenga’s network. In fact, 41.1% of UK ecommerce traffic comes from mobile devices. Germany takes second place with 29.7% of ecommerce traffic coming from mobile and Spain rounds out the top 3, with 29.1%. Poland saw the last amount of ecommerce site traffic coming from mobile, with only 8.9%.

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