The U.K. is the best placed country in Europe to exploit the next wave of mobile Internet, according to research from the country’s telecom regulator.

In a detailed report from Ofcom says a highly competitive market coupled with high smartphone penetration and a willingness for U.K. Internet users to embrace e-commerce puts the country in a leading position.

According to James Thickett, director of research, 79% of U.K. Internet users said they had ordered goods online, higher than any other European country.