The fourth edition of Google's Consumer Barometer report claims to delve deeper into understanding how shoppers behave across multiple devices. Key learnings from the report include the UK having the
highest number of grocery shoppers compared to the rest of Europe. Some 16% of UK consumers are most likely to buy their food and drink online compared to just 3% in Europe. Additionally, 38% of
shoppers under 24 research purchases online in the UK on their smartphones compared to an average of 21% across all age groups.
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