@mobilesquared
Everything
you wanted to
know about
mobile
commerce,
but were
afraid to ask
Nick Lane, C.I.A.,
mobilesquared
@mobilesquared
Mobile Insight Specialists
Who We Work With
@mobilesquared www.mobilesquared.co.uk
And announcing
@mobilesquared www.mobilesquared.co.uk
A joint venture between mobilesquared and
Dot Media, delivering rese...
Source: mobilesquared MCT
www.mobilesquared.co.uk
Around the UK
@mobilesquared
5%
mcommerce
users
12%
mcommerce
users
8%
m...
The user landscape
@mobilesquared www.mobilesquared.co.uk
iPhone users account for 29% of
mcommerce users, which
represent...
Exclusive research
@mobilesquared www.mobilesquared.co.uk
The following data is based on research of 1,002
mobile device (...
@mobilesquared www.mobilesquared.co.uk
Our boys
Steps to success
@mobilesquared www.mobilesquared.co.uk
World Cup shoot out
@mobilesquared www.mobilesquared.co.uk
Aiming the ball to the left is expected to increase the chances...
@mobilesquared www.mobilesquared.co.uk
England to win World Cup 25/1
England to get knocked out on penalties 7/1
An mcommerce World Cup?
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
1 million
Will use mcommerce more to not mi...
Relevant ads will score
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
An additional 1.6 million will click on a m...
It’s all a bit Hodgson
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
80% claim their mobile usage will not change...
Average spend
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6...
Average spend (gender)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
500,000
1,000,000
1,500,000
2,000,000
2,50...
Average spend (gender)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
500,000
1,000,000
1,500,000
2,000,000
2,50...
Average spend (regional)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100...
Over the next 12 months
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
15%
45%6%
33%
In the next 12 months, do you...
Frequency
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
40%
50%
60%
Several times a
day
Every day ...
Frequency (by device)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
5,000,000
10,000,000
15,000,000
20,000,000
...
Preparation
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
29%
38%
22%
41%
28%
38%
30%
35%
0%
5%
10%
15%
20%
25%
3...
Why?
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
5%
10%
15%
20%
25%
30%
35%
I don't like going
shopping
I br...
What are people buying
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
5,000,000
10,000,000
15,000,000
20,000,000...
Consumers are buying in
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
7%
2%
20%
31%
40%
How was your mpayment exp...
Consumers are buying in
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
7%
2%
20%
30%
40%
How was your mpayment exp...
Clothes shopping
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
12.6 million females have purchased
clothes using ...
DIY
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
6.7 million people have purchased
DIY products using a mobile d...
Groceries
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
61% of groceries
purchased via a mobile
device are by fem...
Mobile ‘mobile’ shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
17%
of tab...
Mobile mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
Adding in some geo
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
1.7m males / 1.5...
Geotargeting success?
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
84% of people...
In-store app usage
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
4...
In-Store kiosk
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
2.4 million used for...
In-store mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
14%
37%
39...
In-store mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
11.8 milli...
Mobile mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
• Mcommerce ...
Want to know more
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
Register for your...
Over to you: Any questions?
@mobilesquared www.mobilesquared.co.uk
nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +...
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Everything you wanted to know about mobile commerce (and mobile retail), but were afraid to ask

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The latest presentation from mobile insight specialists mobilesquared looks at the mobile commerce and mobile retail opportunity in the UK. From mcommerce forecasts, mcommerce users broken out by gender, smartphone and tablet, consumer experience...

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Everything you wanted to know about mobile commerce (and mobile retail), but were afraid to ask

  1. 1. @mobilesquared Everything you wanted to know about mobile commerce, but were afraid to ask Nick Lane, C.I.A., mobilesquared
  2. 2. @mobilesquared Mobile Insight Specialists
  3. 3. Who We Work With @mobilesquared www.mobilesquared.co.uk
  4. 4. And announcing @mobilesquared www.mobilesquared.co.uk A joint venture between mobilesquared and Dot Media, delivering research and consultancy services to Dot Media’s global customer base. Let us know how we can help you!
  5. 5. Source: mobilesquared MCT www.mobilesquared.co.uk Around the UK @mobilesquared 5% mcommerce users 12% mcommerce users 8% mcommerce users 10% mcommerce users 6% mcommerce users 3% mcommerce users 5% mcommerce users 7% mcommerce users 11% mcommerce users 2% mcommerce users 13% mcommerce users 18% mcommerce users
  6. 6. The user landscape @mobilesquared www.mobilesquared.co.uk iPhone users account for 29% of mcommerce users, which represents 79% of total iPhoners Android users account for 47% of mcommerce users, which is 49% of total Androiders In 2014 35.5 million mcommerce users in 2015 - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000 2013 2014 2015 2016 2017 2018 Mobile commerce users, total UK iPhones Android Other Smartphones Featurephones
  7. 7. Exclusive research @mobilesquared www.mobilesquared.co.uk The following data is based on research of 1,002 mobile device (smartphone and tablet) users across the UK aged between 18-64, and mobilesquared’s ongoing UK mobile market research and insight Research partner gmi-mr.com
  8. 8. @mobilesquared www.mobilesquared.co.uk Our boys
  9. 9. Steps to success @mobilesquared www.mobilesquared.co.uk
  10. 10. World Cup shoot out @mobilesquared www.mobilesquared.co.uk Aiming the ball to the left is expected to increase the chances of scoring by a factor of 3 compared to a ball aimed in the centre. Players with fair hair tend have higher chances of scoring compared to bald or dark haired colleagues A short run-up to taking the penalty is expected to decrease the chances of scoring by a factor of e-0.9 to approximately 41% of their chances with a tangible run-up, all else equal. Aiming high also tends to increase the expected probability of a player scoring, and those who can stroke the ball into the net using their side foot have an increased expected probability of scoring.
  11. 11. @mobilesquared www.mobilesquared.co.uk England to win World Cup 25/1 England to get knocked out on penalties 7/1
  12. 12. An mcommerce World Cup? Source: Expedia @mobilesquared www.mobilesquared.co.uk 1 million Will use mcommerce more to not miss matches 1.5 million Will use mcommerce less to go out and avoid matches 950,000 expect to use their mobile device less 1.8 million Expect to use their mobile more during the World Cup
  13. 13. Relevant ads will score Source: Expedia @mobilesquared www.mobilesquared.co.uk An additional 1.6 million will click on a mobile ad viewed during a World Cup match 850,000 will continue to make the purchase on their PC/laptop 750,000 will continue to make the purchase on their mobile device
  14. 14. It’s all a bit Hodgson Source: Expedia @mobilesquared www.mobilesquared.co.uk 80% claim their mobile usage will not change during the World Cup that’s 32 millionpeople
  15. 15. Average spend Source: Expedia @mobilesquared www.mobilesquared.co.uk - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 £1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know What is your average mobile device transaction over the last 12 months? Smartphone Tablet
  16. 16. Average spend (gender) Source: Expedia @mobilesquared www.mobilesquared.co.uk - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 £1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know What is your average smartphone transaction over the last 12 months, gender? Male Female
  17. 17. Average spend (gender) Source: Expedia @mobilesquared www.mobilesquared.co.uk - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 £1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know What is your average tablet transaction over the last 12 months, gender? Male Female
  18. 18. Average spend (regional) Source: Expedia @mobilesquared www.mobilesquared.co.uk 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% £1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know What is your average mobile device transaction over the last 12 months, region? North Midlands South
  19. 19. Over the next 12 months Source: Expedia @mobilesquared www.mobilesquared.co.uk 15% 45%6% 33% In the next 12 months, do you think you will be purchasing more or less using your mobile device than now? More The Same Less I will not be using my mobile device to make purchases Males are more likely to increase their mobile spend over the next 12 months
  20. 20. Frequency Source: Expedia @mobilesquared www.mobilesquared.co.uk 0% 10% 20% 30% 40% 50% 60% Several times a day Every day A few times a week Once a fortnight Once a month Once every other month Once a year I do not use my mobile device to make purchases How often do you use your mobile device to make a purchase? Smartphone Tablet
  21. 21. Frequency (by device) Source: Expedia @mobilesquared www.mobilesquared.co.uk - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Several times a day Every day A few times a week Once a fortnight Once a month Once every other month Once a year I do not use my mobile device to make purchases mpayment frequency by device Smartphone Tablet
  22. 22. Preparation Source: Expedia @mobilesquared www.mobilesquared.co.uk 29% 38% 22% 41% 28% 38% 30% 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Use your mobile device to research products and services, but will buy in store Use your mobile device to research products and services, but will buy on your PC Use your mobile device to research products and services, and will purchase using your mobile device None of the above Before you make a purchase do you... Male Female
  23. 23. Why? Source: Expedia @mobilesquared www.mobilesquared.co.uk 0% 5% 10% 15% 20% 25% 30% 35% I don't like going shopping I browse when I watch TV I would rather be doing something else In response to an in-app push notification alerting me to a special offer In response to a relevant mobile ad I have seen In response to a relevant mobile marketing message I have receive It is more convenient If I see something I like when browsing I will purchase it It is a last- minute gift (I had forgotten to buy something) Male Female Mpayments is convenient and spontaneous
  24. 24. What are people buying Source: Expedia @mobilesquared www.mobilesquared.co.uk - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Groceries Clothes Electrical goods DIY Gift vouchers Tickets Holiday Car Other What items have you purchased using your mobile device? Total Male Female
  25. 25. Consumers are buying in Source: Expedia @mobilesquared www.mobilesquared.co.uk 7% 2% 20% 31% 40% How was your mpayment experience? I will not be doing so again Not good Ok Good Excellent
  26. 26. Consumers are buying in Source: Expedia @mobilesquared www.mobilesquared.co.uk 7% 2% 20% 30% 40% How was your mpayment experience? I will not be doing so again Not good Ok Good Excellent 3.1 million 6.2 million 9.7 million 12.8 million
  27. 27. Clothes shopping Source: Expedia @mobilesquared www.mobilesquared.co.uk 12.6 million females have purchased clothes using a mobile device 39% said their experience was excellent 41% said their experience was good
  28. 28. DIY Source: Expedia @mobilesquared www.mobilesquared.co.uk 6.7 million people have purchased DIY products using a mobile device 51% said their experience was excellent 36% said their experience was good
  29. 29. Groceries Source: Expedia @mobilesquared www.mobilesquared.co.uk 61% of groceries purchased via a mobile device are by females 36% of females had an excellent experience
  30. 30. Mobile ‘mobile’ shopping Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 17% of tablet users will browse and use apps while out shopping 41% of smartphone users will browse and use apps while out shopping
  31. 31. Mobile mobile shopping Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk
  32. 32. Adding in some geo Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 1.7m males / 1.5m females have clicked on an ad to download a voucher 1.2m males / 0.78m females have clicked on an ad to receive info on a local store 0.73m males / 0.44m females have clicked on an ad providing step-by-step directions 0.7m males / 0.7m females Yet to click on an ad but will when served relevant ad
  33. 33. Geotargeting success? Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 84% of people that clicked on an ad to access directions to the store found the store 78% of people that clicked on an ad regarding a local store received all the information they needed 69% of people that have clicked on an ad to download a coupon used the coupon in-store
  34. 34. In-store app usage Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 0% 10% 20% 30% 40% 50% 60% 70% To speed up finding the product's location in-store To see if the product is available To see if a discount voucher is available To compare the cost of products elsewhere Do you use apps to help when in the store?
  35. 35. In-Store kiosk Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 2.4 million used for information 3.3 million used to check stock 1.5 million used to make a purchase 0.8 million used as no mobile coverage 9.6 million not used, but intend to
  36. 36. In-store mobile shopping Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 14% 37% 39% 60% 27% 40% 45% 53% 0% 10% 20% 30% 40% 50% 60% 70% To speed up finding the product's location in-store To see if the product is available To see if a discount voucher is available To compare the cost of products elsewhere Do you use apps to help when in the store? Smartphone Tablet
  37. 37. In-store mobile shopping Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk 11.8 million Females will use their smartphone to compare costs 2.8 million Females will use their smartphone to find the product’s in-store location Almost identical usage for males
  38. 38. Mobile mobile shopping Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk • Mcommerce is convenient, spontaneous and supplementary (dual screening with TV) • Mcommerce delivers 24/7 sofa shopping • 37% of smartphone users their mobile device when shopping • 40% claim mcommerce experience excellent; 7% never again • Smartphone users, and to a lesser extent tablet users, are embracing mobile technology to supplement and enhance their shopping experience •Mcommerce approaching 45 million users by 2018 • England to reach the semis
  39. 39. Want to know more Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk Register for your copy of the mRetail white paper or find out more about the mRetail Report please speak to any of the Dot Media or mobilesquared team today
  40. 40. Over to you: Any questions? @mobilesquared www.mobilesquared.co.uk nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733

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