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In addition, the UK is the fastest-growing user of online retail. The number of British mobile phone owners who visited online retail sites via mobile grew 118% in the second quarter of 2011, three times higher than the rate for Europe. The next biggest growth was Germany with a rate of 45%.
The most popular retail activity for the UK? Online auction sites! More than 10% of all UK mobile phones accessed auction sites between the months of March and May in 2011.
Mobile retail activity across Europe is being driven by mobile browsers. This is a trend that European retailers should definitely capitalize on by ensuring that they have a mobile-friendly website.
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