British smartphone owners are using mCommerce applications for longer periods of times when compared to individuals in the U.S., France and Germany, reports Mobile Commerce Daily.
According to a new report released by Arbitron, 66.8 percent of British people are using mCommerce apps on their smartphones. In the U.S., 55.9 percent are using the apps, with Germany and France closed behind at 57.6 percent and 52.2 percent, respectively.
Andreas Piani, general manager of European Arbitron Mobile, told Mobile Commerce Daily, “Once again, UK smartphone users demonstrate their technological savvyness and interest for novel distribution channels, being much more active users of mCommerce applications than their comparable European and American counterparts.”
Most Popular Mobile Apps
The report indicated that eBay was the leading mobile app amongst users in Britain, with 44 percent of participants claiming to have used application.
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Amazon’s mobile app came in second for the most commonly used mobile commerce in the UK with a reported 16 percent of smartphone users. Following Amazon was Groupon (10.5 percent), Nectar (10.1 percent) and Maximiles (8.9 percent).
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Duration of Time Spent On Apps
The report stated that British customers spent almost two-and-a-half hours browsing the eBay app, and engaged with the app about 50 times each month.
Arbitron indicated that British users spent an average 134.8 minutes each month on the mobile apps, compared to the 91 minutes for U.S. users, 74.3 percent for Germans and 56.1 percent for French.
“If they haven’t already, merchants should be taking advantage of the development of the mobile medium and ensure that they have a diversified strategy to engage consumers across different touch points. It’s also crucial to have a plan to deal with the highly fragmented nature of the medium and ensure that all properties are optimized across the prevalent operating systems, device types and screen sizes,” Piani told Mobile Commerce Daily.
To read the full report at Arbitron click here, or to read the full story at Mobile Commerce Daily click here.
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