Chart - Products/Services Bought On Smart Phone By European Shoppers

As for reassuring buyers that they’ve made the best choice, it’s no surprise that across the EU-5 the most common mobile purchases belong to categories that usually present few surprises—at least when buyers stick to recognized brands and trusted suppliers. According to comScore MobiLens, in March 2013 these included clothes and accessories, books, electronics and appliances, and tickets. Other items that lent themselves to mobile buying were daily deals and discount coupons, gift certificates, and convenience purchases such as groceries and takeaway meals. Read the rest at eMarketer.