Sharp rise in mobile shopping in Europe

More people in Europe are using a smartphone or tablet to shop, with clothing and electronics being the most popular purchases.

The findings from the annual ING International Survey Mobile Banking 2016 report reveals that two-thirds, 66 percent of European consumers now use their mobile devices to make purchases, compared to 58 percent in 2015.

The report found that 82 percent of people who bank by smartphone or tablet are also using their device for retail therapy, while 50 percent of mobile shoppers admit they are more likely to return to an online retailer that already holds their details.

France and the Netherlands are seeing the fastest growth, with the share of mobile device owners in these countries making purchases increasing by 16 percentage points year-on-year from 2015 to 2016. While Turkey (88 percent), Italy (69 percent) and Poland (69 percent) are the European countries with the largest shares of mobile shoppers.

In thew UK growth increased by 12 percentage points year-on-year, with 65 percent of consumers shopping via their mobile devices, up from 53 percent in 2015.

The US is also experiencing similarly fast growth, up 16 percentage points to 74 percent, while in Australia the uptake of mobile shopping increased just six percentage points in the year, to 49 percent.

Mobile shopping is most popular among younger mobile users, but year-on-year growth can be seen across all age groups the report reveals. The share of 18-24-year-olds using their smartphone or tablet to shop now stands at 86 percent, up from 72 percent in 2015 – and the 25-34 and 45-54 age brackets have both seen an 11 percentage point increase, with men appearing slightly more likely than women to shop by mobile device.

Clothing and accessories dominates mobile purchases across Europe with 43 percent, closely followed by electronics at 37 percent.

Fleur Doidge, writer/editor at ING eZonomics, which produced the report, said: “The mobile revolution is in full force and the proportion of people shopping on their mobile device for everyday goods is rising at an impressive rate. As more people use their phone to manage their finances, we’re seeing more people using them for spending too. Convenience is a big factor, and Europe is embracing this ability to shop anytime, anywhere.

“Technology is changing the way we shop and certainly has its advantages for people with busy lives – but to keep the bank balance in check, it’s important to search for the best deals, rather than buy on impulse.”