M-commerce surges in Europe

15 November 2010

LONDON: Increasing numbers of European consumers are buying goods and services directly through mobile phones, a study has found.

Cloud computing specialist Akamai Technologies partnered with research firm IDC to survey 1,500 people in France, Germany, Italy, Spain, Sweden and the UK.

Almost 30% of contributors either currently use wireless handsets to complete transactions or plan to do so in the near future.

Within this, a 10% "core" utilise retail search, price comparison and e-commerce functions.

A further 20% expressed a desire to employ such tools going forward, a trend driven by rising uptake of smartphones like the iPhone and alternatives powered by Google Android.

On average, "multichannel" shoppers making purchases from stores, online and mobile typically spend between 15% and 30% more than those only using one of these.

More broadly, 30% of respondents expected their internet retail outlay to improve this year, peaking at 44% in Spain.

Some 62% had previously acquired clothes and footwear via the web, beating books and magazine's 59%, and travel's 47%.

Customers in the 35-54 year old age range delivered the highest overall expenditure, with budgets approximating €1,500 ($2,046; £1,272) a year.

Around 70% of participants also reported they would try a different retail website if their original choice did not fully load in less than five seconds.

"These findings show that consumers in Europe are pushing the edges of e-commerce, demanding greater performance from their online shopping experience," said Martin Haering, Akamai Technology's vp, international marketing.

"With increasing numbers of shoppers going online with mobile devices, it is important for retailers to get their mobile e-commerce strategies right the first time."

Data sourced from Computing; additional content by Warc staff