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A recent comScore study reveals that Brits lead Europe in using their smart phones for shopping.

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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