M-Commerce in the UK


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Facts & figures about UK mobile commerce states in 2013

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M-Commerce in the UK

  1. 1. 1M-Commerce is coming!
  2. 2. 2Mobile consumption worlwide is alreadymassive and still growing
  3. 3. 3Sales of mobile devices is still at an early stage…
  4. 4. 4… and people already spend more timeon Mobile app than on the web!
  5. 5. 5UK population embrace largely mobile
  6. 6. 63 out of 5 brits have a smartphone(source EdigitalResearch, January 2013)30% of internet traffic comes from mobile device(source Mobify)
  7. 7. 7They use smartphone everywhere…Source: Google, 2012
  8. 8. 8Smartphone is mainly use during the day, and Tablet from the evening… and they use a mobile device all day long
  9. 9. 9So what about m-commerce?
  10. 10. 10Well, people do buy on mobile
  11. 11. 11Source: ONS, Dec 2012, comScore MobiLens UK, Oct 2012, IBM Institute for Business Value, 2012, GroupMNext Aug 2012M-commerce represents already 20% of e-commerce salesAn item is purchased every second on eBay via a mobile device
  12. 12. 12And UK M-commerce is growing fast
  13. 13. 13In the UK, M-commerce grew by 55% in 2012(source Ofcom Dec 2012)1 out of 4 Brits shopped online using theirsmartphone (source: Econsultancy)
  14. 14. 14They are now buying almost everythingvia mobile
  15. 15. 15mCommerce is following the same trend that we saw with eCommerce a decadeago. People start buying small items (ticket, DVDs) before gaining confidence inthe channel purchasing more essential items such as food and clothing.(source EdigitalResearch, January 2013)
  16. 16. 16Tablet leads the way of mobile shopping…
  17. 17. 1769% of tablet owners make a purchase on their device every month.(source: study by InMobi and Mobext 2012)In 2012, 56% of M-commerce revenuecame from Tablets
  18. 18. 18… but smartphone is following and growing
  19. 19. 1934% of smartphone owner have madea purchase through their mobile(source EdigitalResearch, January 2013)
  20. 20. 20UK population visits more and more onlineretailers on mobile
  21. 21. 21UK has the biggest online retail audienceon smartphone in EU5
  22. 22. 22And they are spending a lot of time onRetailer’s App
  23. 23. 23mCommerce App see a big growth in 2012 2x more than theaverage growth for all Apps
  24. 24. 24“ Apps have grown up. The list shows that consumersare now seeking apps which help them with real-worldtasks, not just fun gimmicks and games.”(Nielsen MD for digital in Europe David Gosen)
  25. 25. 25That’s what they do, they use apps evenin-store to help them on their buying
  26. 26. 2673% of smartphone users use their smartphone while out shopping(econsultancy study January 2013)
  27. 27. 27Which can help driving sales in-store too!
  28. 28. 28Tradedoubler survey of 2000 smartphone owners found that:41% say they use their smartphone in-store at leasthalf the time they are out shoppingWhen they do a search about a product, 38% of themwent to complete a purchase in store
  29. 29. 29So M-commerce revolution is on his way
  30. 30. 30Do retailers follow the trend?
  31. 31. 31They are investing on it right now!
  32. 32. 32 A study made by Episerve in 2012 analyze the mobilepresence of top 30 online retailers’ websites in the UK. In2011 they did the same study on Top 10 online retailers’websites They give a % according to how work the different mobileinterface (websites, app) It shows that: There is an overall improvement vs 2011 while the study is on a larger panel Improvement on number of mobile optimized website Still a room for improvement on App
  33. 33. 33Within Top 30 online retailers, a large proportionhas a mobile presence on all devices
  34. 34. 34and they is still a room to grow
  35. 35. 3513 out of Top 30 online retailers are below the sector average and some donot have any kind of app
  36. 36. 36So get your website optimized for mobile,
  37. 37. 37do your App for tablet and smartphone,
  38. 38. 38And don’t forget to optimize also your emailing
  39. 39. 39Because M-commerce is coming!
  40. 40. 40Martin CLAMARTHead of International Business Developmentmclamart@ad4screen.com+33 6 48 03 79 95Guillaume DAXHead of UK Business Developmentgdax@ad4screen.co.ukContactwww.ad4screen.com@Ad4ScreenAd4Screen BlogFollow us on the social networks