comScore发布了欧洲五国手机用户的移动购物数据发现，欧洲五国移动购物网站用户在过去一年翻了一番，1/6的智能手机用户在手机上访问购物网站和APP。另外1/8的欧洲五国智能手机用户还在手机上确实完成了交易。
电子商务在最近几年逐渐成为网民数字生活的一部分，而现在移动电子商务也随著智能手机的普及而兴旺。由于手机屏幕相对较少，但是有越来越多的零售商正在针对手机购物进行优化，以简化用户的购买流程。
欧洲五国智能手机用户访问零售网站各不相同
2012年5月，16.6%的欧洲五国智能手机用户访问在线零售网站和apps，同比增长4.6%。西班牙以141%的增长速度居首，有将近200万智能手机用户访问Amazon和eBay那样的网站。英国以650万的访客在用户规模上第一，但增长速度也同样很快，为74%。德国以580万的访客位居第二位，移动电商普及率为22.6%.
| Mobile Retail Activity Among Smartphone Audience 3 month average ending May 2011 vs May 2012 Total EU5 (FR, DE, IT, ES and UK) Age 13+ Source: comScore MobiLens |
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| Accessed Online Retail | ||||
| Smartphone Audience (000) | Y/Y Growth by Audience | % of Smartphone Audience | Y/Y Percentage Point Increase | |
| EU5 | 19,475 | 94% | 16.6% | 4.6 pp |
| Spain | 1,963 | 141% | 9.8% | 4.1 pp |
| Germany | 5,838 | 118% | 22.6% | 6.3 pp |
| France | 2,243 | 99% | 10.2% | 2.6 pp |
| Italy | 2,969 | 76% | 13.6% | 4.2 pp |
| UK | 6,461 | 74% | 23.1% | 4.7 pp |
有1/8智能手机用户完成手机购物交易
12.4%的欧洲五国用户于2012年5月份在手机上购买过产品或服务，在访问移动零售网站的1950万用户中，有75%有实际的购买行为。
在手机购物上最流行的产品类型是：服装和配饰，购买受众比例达到4.3%；图书为3.2%；电子产品和家庭用户为3.1%，票务和个人护理分别为3.1%和2.1%
| Mobile Retail Activity Among Smartphone Owners 3 Month Average Ending May 2012 Total EU5 (FR, DE, IT, ES and UK) Smartphone Audience: Age 13+ Source: comScore MobiLens |
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| Target Audience (000) | % of Smartphone Audience | |
| Total Smartphone Audience: 13+ yrs old | 117,609 | 100.0% |
| Purchased goods or services | 14,552 | 12.4% |
| Type of goods or services purchased | ||
| Clothing or accessories | 5,036 | 4.3% |
| Books (excluding e-books) | 3,806 | 3.2% |
| Consumer electronics / household appliances | 3,698 | 3.1% |
| Tickets | 3,639 | 3.1% |
| Personal care / hygiene products | 2,452 | 2.1% |
2012年5月欧洲五国智能手机和用户行为数据
下面这张表是comScore’s May 2012 mobile benchmark data，主要数据包括移动用户的行为和设备渗透率。通过数据可知：欧洲五国手机用户中，使用智能手机的为48.8%，使用应用的为42.7%，使用浏览器的用户为42.4%，玩游戏的用户占29.7%，发短信的用户达83.1%，听音乐为28.9%，访问社交网络或博客为29%
| Mobile Benchmark Data for the European Market 3 Month Average Ending May 2012 Total EU5 (DE, ES, FR, IT and UK), Age 13+ Source: comScore MobiLens |
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| Penetration (%) of Mobile Users | ||||||
| EU5 | France | Germany | Italy | Spain | UK | |
| Used Smartphone | 48.8% | 46.4% | 42.3% | 45.5% | 57.0% | 56.6% |
| Used Application (excl. pre-installed) | 42.7% | 37.8% | 37.8% | 37.1% | 48.9% | 54.6% |
| Used browser | 42.4% | 40.5% | 35.9% | 36.8% | 47.0% | 54.6% |
| Played games | 29.7% | 17.0% | 27.5% | 33.3% | 33.6% | 38.4% |
| Sent text message | 83.1% | 85.4% | 78.3% | 81.1% | 79.1% | 91.6% |
| Listened to music | 28.9% | 24.9% | 27.7% | 26.5% | 38.6% | 29.9% |
| Accessed Social Networking Site or Blog | 29.0% | 25.6% | 23.0% | 25.5% | 33.2% | 40.2% |
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