Britons in the lead with smartphone shopping


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The Independent Online

Britons are far ahead of their European counterparts when it comes to smartphone usage for online shopping, according to new research.

The UK has the highest proportion of people who make a purchase every month on their smartphone out of 18 European countries.

Almost one third of Britons or 32 per cent shop on their mobile against just 8 per cent in France and Italy, 15 per cent in Germany and 19 per cent in Sweden.

Ian Carrington, director of performance solutions & innovation at Google, which commissioned the research from WPP research firm TNS, said the smartphone revolution showed it is “now essential for businesses to ensure their sites are mobile-ready”.

The research also found 68 per cent of Britons are using smartphones.

In a separate move, Ofcom chief executive Ed Richards published new figures showing Britain has the best superfast broadband coverage among Europe’s big five countries as he hit back at German Chancellor Angela Merkel.

She mocked the UK’s broadband coverage at a meeting with David Cameron at the weekend.

Mr Richards and Ofcom chairwoman Colette Bowe responded by writing to Business Secretary Vince Cable with data showing Britain has “overtaken Germany and Spain”.