Iab alex kozloff - mobile retail summit

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  • 1. On Device Stat Attack
  • 2. 23m Britons use the mobile internet every month 22.7m 8.5m Dec-06 Dec-07 Dec-08 Dec-09 Dec-10 Sep-11Source: comScore Mobilens
  • 3. M-Commerce Study methodology & definition• 2011 Methodology → Online survey: fieldwork conducted in August 2011 → 1046 interviews (nationally representative sample of mobile owners) MOBILE RESEARCH EXPERIENCE ENHANCEMENT PURCHASING DIRECT TO BILL PURCHASING CARD/ BANK DETAILS
  • 4. 10% increase in M-Commerce users in UK 2010 2011 45,000,000 48,500,000 Mobile phone Mobile phone users aged users aged 18+ in UK 18+ in UK 26,545,000 30,070,000 mobile media mobile media users (59%) users (62%) 22,950,000 25,220,000 use M- use M- Commerce (51%) 10% Commerce (52%) increase in M- Commerce users in UKSource: IAB Consumer M-Commerce Studies October 2010 & Sept 2011, comScore August 2010, July 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 5. UK consumers engage in a range of M Commerce activities 2011 Ever used their mobile to conduct research for a purchase 45% Ever used their mobile to enhance a purchasing experience 35% Ever used their mobile to purchase a service/product direct to their phone bill 34% Ever used their mobile to purchase a service/product via cards/bank 30% details/pay pal (INCLUDING APPS)Source: IAB Consumer M-CommerceStudies October 2010 & Sept 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 6. £20.77 Av. transaction value via mobile website £13.15 Av. transaction value via mobile app of UK phone owners purchase products/services on their mobilesSource: IAB Consumer M-CommerceStudie Sept 2011Base = All mobile users (1046)
  • 7. People are spending more money than ever before on their mobile £12.20 £17.49 Average 2010 Average 2011 transaction value transaction value for purchases with for purchases with a card/bank a card/bank details/paypal details/paypalSource: IAB Consumer M-CommerceStudies October 2010 & Sept 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 8. And if you don’t believe me..Over $5bn worth of “In the last twelve Debenhams merchandise was months, customers generated £1m inbought and sold via around the world sales within 5eBay mobile in 2011 have ordered more months of being (up from $2bn in than US$1 billion of launching their2010 and $600m in products from iPhone app. (also 2009). Amazon using a available on Android mobile device”. and Nokia) Jeff Bezos, founder and CEO of Amazon.com (July 2010)
  • 9. 74% of consumers see NFC on mobiles as a good idea You may know that some mobile phones have a chip installed which allows the owner to buy items using their phone by simply swiping the phone in front of a special reader, much like an Oyster card. What is your initial reaction to this..? 10% 21% 17% 53% Very bad idea Fairly bad idea Fairly good idea Very good ideaSource: IAB Consumer M-CommerceStudies October 2010 & Sept 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 10. Retail is key for tablet users What did you look at? Information (maps, Retail Career/work Related traffic/travel, etc) 27% 45% 69% Banking/finance, personal Social Networks Videos/TV Content admin 68% 25% 28% News, weather or sports Entertainment Videos/TV Content updates 24% 18% 68% Research (product reviews, Retail Email recipes, etc) 22% 66% 22% Reading a Reading a Research (product reviews, newspaper/magazine newspaper/magazine recipes, etc) 63% 19% 21%Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185
  • 11. M Commerce will only increase in the future Global smartphone shipment figures 100m 83m 82m 55m Q1 2010 Q1 2011Source: IDC 2011
  • 12. thanks! alex@iabuk.netiabuk.net/alex