According to Google's Consumer Barometer, the UK is one of the most connected countries in the world. The Brits have now more connected devices than ever before and smartphones are integral to people's lives. Now the Brits are more connected, they're more reliant on the internet to shop. This helps to inform their decisions when they shop locally and internationally. They also have a multiscreen behaviour, with 64% of UK consumers who use devices to go online while watching TV.
- March 2015
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