comScore EU-US Mobile Online Shopping 2014

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  • 1. 20 maggio 2014, Milano The Role of Mobile in Online Shopping and Buying Gian Fulgoni Co-Founder and Chairman Emeritus .
  • 2. Data sourced from comScore’s global panel of 2 million Internet users Web Visiting & Search Behavior Online Advertising Exposure Advertising Effectiveness Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL 2 Million Person Panel 360°View of Person Behavior
  • 3. The Smartphone Majority Has Arrived: Penetration in EU5 at 71% Year-on-Year smartphone growth by country YoY Growth of 23% in EU 5 and Germany leading the surge 81% 69% 67%75% 67% Smartphone Penetration of Mobile Devices Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 14% 16% 19% 21% 25% UK France Spain Germany Italy
  • 4. Two Distinct Shopping and Buying Behaviors Have Emerged Using Smartphones Across the EU5 Region Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 m-Shopping Accessing online sites, researching products / prices m-Buying Making online purchases using a mobile device
  • 5. Retail Sites Accessed by 24% of Smartphone Owners and Growing 42% Y/Y Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 Retail sites 33% 30% 25% 15% 14% 34% 32% 73% 50% 37% UK Germany Italy Spain France Penetration Growth Y/Y Total reach of top 5 retail sites across EU5 (millions of people) 31,0 21,3 4,4 4,0 2,6 Amazon eBay IKEA Argos Subito.it
  • 6. Auctions & Classifieds Accessed by 19% of Smartphone Owners and Growing 30% Y/Y Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 Auctions & Classifieds Total reach of top 5 Auction/Classified sites across EU5 (millions of people) 28% 26% 17% 11% 9% 24% 25% 51% 37% 34% UK Germany Italy Spain France Penetration Growth Y/Y 28,2 2,4 1,0 0,9 0,9 eBay Gumtree Auto Trader AutoScout24 Mobile.de
  • 7. Price & Product Comparison Sites Accessed by 15% of Smartphone Owners and Growing 36% Y/Y Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 Price Comparison Total reach of top 5 Price Comparison sites across EU5 (millions of people) 22% 16% 15% 13% 10% 61% 26% 26% 37% 32% Italy Germany UK Spain France Penetration Growth Y/Y 4,1 2,8 2,6 2,0 1,5 Trovaprezzi.it Ciao Kelkoo Billiger Yahoo
  • 8. Travel Sites Accessed by 12% of Smartphone Owners and Growing 41% Y/Y Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 R e t a i l s i t e s Travel Total reach of top 5 Travel sites across EU5 (millions of people) 18% 14% 12% 9% 9% 56% 28% 40% 41% 38% Italy Spain UK Germany France Penetration Growth Y/Y 5,4 5,0 4,1 3,9 3,2 Booking.com TripAdvisor Expedia trivago Lastminute.com
  • 9. Deal-a-Day Sites Accessed by 13% of Smartphone Owners and Growing 33% Y/Y Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 R e t a i l s i t e s Deal-a-Day Total reach of top 5 Deal-a-Day sites across EU5 (millions of people) 22% 13% 13% 9% 7% 50% 28% 18% 35% 23% Italy UK Spain France Germany Penetration Growth Y/Y 13,7 4,5 3,7 1,5 1,4 Groupon Groupalia LivingSocial Privalia Glamoo
  • 10. 17% of Smartphone Owners in EU5 Purchase Goods and Services on Their Smartphone Device at Least Once a Month Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 23% 21% 18% 12% 10% 34% 70% 36% 40% 30% UK Italy Germany Spain France Penetration Growth Y/Y Online Buying  42% Y/Y growth across EU5  UK and Italy leading markets
  • 11. Clothing & Accessories is the Category Purchased by Most People Using a Smartphone Across EU5 Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 26% Electronics / Appliances Top purchased categories (% of smartphone owners who made at least one monthly purchase) 38% Clothing & Accessories 22% Tickets 13% Daily Deals 19% Personal Care 13% Meals Delivered 26% Books (exc. eBooks) 14% Gift Certificates 13% Children’s Toys
  • 12. 54% of Smartphone Purchasers Across EU5 are Male, and 25-34 Year- Olds are the Largest Age Segment Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 3,1 8,6 14,6 12,0 8,6 7,5 2,7 8,0 13,1 10,2 6,5 5,2 AGE 13-17 18-24 25-34 35-44 45-54 55+ 54 % 46 % EU5 profile of those who purchase goods and services on their smartphone
  • 13. Learning from the U.S.
  • 14. Mobile, especially smartphones, has become the primary medium for consumers to engage with retail brands online 0 5.000 10.000 15.000 20.000 25.000 30.000 Desktop Smartphone Tablet Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Mar 2014 47% 38% 37% 43% 15% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% mar-2013 mar-2014 Desktop Smartphone Tablet
  • 15. % of Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., March 2014 A significant percentage of top retailers’ audiences are multi-platform & mobile-only; but wide variation among mobile app vs. browser splits, with pure plays relying heavily on apps 40% 34% 25% 44% 35% 51% 44% 49% 57% 53% 31% 28% 15% 17% 11% 29% 37% 60% 39% 53% 39% 47% 38% 34% 35% 0 50.000 100.000 150.000 Amazon Sites eBay Apple.com Sites Wal-Mart Target Corp. Best Buy Sites Sears.com Etsy.com The Home Depot Macy's Desktop Only Desktop + Mobile Mobile Only Selected Leading Retailers: Total U.S. Digital Population Unique Visitors (000) by Platform Source: comScore Media Metrix Multi-Platform, U.S., March 2014 164M 104M 90M 56M 44M 25M 21M 21M 20M 18M 29% 29% <1% 76% 26% 89% 78% 64% 84% 83% 71% 71% 99% 24% 74% 11% 22% 36% 16% 17% Browser App Apple Sites
  • 16. Mobile commerce, which reached $7.3 billion, accounted for nearly 12% of total digital dollars in Q1 1,8% 2,4% 3,6% 5,8% 6,6% 8,8% 9,0% 9,3% 8,1% 9,8% 11,3% 10,5% 8,6% 10,8% 11,7% 11,5% Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 m-Commerce Share of Total e-Commerce Dollars Source: comScore m-Commerce Measurement
  • 17. In terms of discretionary spending, m-Commerce growth is still outpacing e-Commerce & bricks-and-mortar +1% +12% +23% +0% +5% +10% +15% +20% +25% Total Discretionary Retail E-Commerce M-Commerce Q1 2014 Y/Y Retail Spending Growth by Channel Source: Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement
  • 18. 18 Because there are more phones than tablets, phones account for 6 in 10 mobile dollars spent. However, tablet buyers do show a higher spending per buyer 62% 38% Share of m-Commerce Spending ($) by Platform Source: comScore m-Commerce Measurement, U.S., Q1 2014 Smartphone Tablet Tablet Phone $193 $243 Smartphone Tablet Total m-Commerce Spending ($) per Buyer by Platform Source: comScore m-Commerce Measurement, U.S., Q1 2014
  • 19. While more expensive categories such as computer hardware still lean heavily to desktop, digital content and video games skew heavily toward mobile Source: comScore MobiLens™. Data based on 3 month moving average to Mar 2014 Q1 2014 Share of Product Category Digital Commerce Spending by Platform for Selected Categories Source: comScore e-Commerce & m-Commerce Measurement 89% 74% 77% 89% 89% 89% 91% 92% 94% 7% 15% 19% 6% 7% 8% 3% 3% 4% 4% 11% 3% 5% 4% 3% 6% 5% 3% 60% 65% 70% 75% 80% 85% 90% 95% 100% Total Non-travel Digital Content Video Games Apparel & Accessories Toys & Hobbies Consumer Electronics Home & Garden Furniture & Appliances Computer Hardware Desktop Smartphone Tablet 11% AVG
  • 20. Grazie! For a copy of presentation please email: learnmore@comscore.com