Mobile commerce revenues in Europe are set to soar from €1.7bn in 2011 to €19.2bn in 2017, according to a new Forrester report.
According to the research, the revenue surge will see the overall proportion of web sales taking place on mobile devices rise from 1% to 6.8%.
Overall, the European mobile buying population will rise from €7.6m in 2011 to more than €79m in 2017, with just over 45% of all mobile users buying via their phone, said the firm.
Forrester predicted the UK will lead the pack with mobile revenues topping €6.1 billion by 2017, thanks to its large population, high level of online shopping penetration and multichannel shopping culture. Elsewhere, Germany will see mobile revenues of €4.1bn and France €3.1bn.
But while the larger economies will show higher revenue numbers, mobile users in Italy, Spain and Sweden will also demonstrate “sophisticated mobile behaviours” compared with their online only counterparts, according to the study.
The report, which is Forrester’s first mobile commerce forecast for Europe, is based on 14,000 consumer surveys conducted in France, Germany, Italy, the Netherlands, Spain, Sweden and the UK.
In a blog post, Forrester analyst Martin Gill said: “Mobile commerce is a hot topic. While it may only represent one or two percent of most retailers’ online revenues today, it will grow to be a notable revenue driver over the next five years.
“It’s time that ebusiness executives stopped talking about mobile as something to do in the future and started enabling great, multi-touchpoint shopping experiences with mobile at the heart.”