Brochure & Order Form_Europe Mobile and M-Commerce Report 2012_by yStats.com

Europe Mobile and M-Commerce Report 2012

November 2012

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RESEARCH ON INTERNATIONAL MARKETS
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November 2012

Publication Date
November 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
106
Covered Countries

Western Europe: UK, France, Belgium, Italy, Netherlands, Spain
Central Europe: Germany, Austria, Switzerland
Eastern Europe: Poland, Russia, Turkey
Scandinavia: Denmark, Norway, Sweden

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Key Findings
Covering 15 European Countries
• It is expected that approximately 30% of smartphone users in Europe are going to use their devices
to shop online in 2017.
• In 2012, the UK is expected to be the European country with the highest share of mobile sales on total
online sales, followed by Sweden.
• The share of mobile shoppers on total consumers in Germany increased to more than 10% in 2011,
with the age group “14-28 Years” accounting for most mobile shoppers.
• In January 2012, mobile operators MTS, VimpelCom and Megafon entered an agreement to further
develop M-Commerce in Russia.
• In Q3 2012, almost 20% of consumers in Denmark had shopped via a mobile device, more than in
Norway, Sweden and Finland.

Company and Product Information
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Table of Contents (1 of 3)

1. MANAGEMENT SUMMARY 2. WESTERN EUROPE (cont.)

2.2. UK (Top Country) (cont.)
2. WESTERN EUROPE
• Direct Carrier Billing Market Trends, April 2012 and
2.1. EUROPE: REGIONAL Breakdown of Preferred Mobile Payment Methods,
in % of Smartphone Users, April 2012
• B2C E-Commerce and M-Commerce Trends,
• Mobile Retail Website Conversion Rate,
2011/2012
in % of total Website Users, Q1 2011 & Q1 2012
• M-Commerce Trends, 2012
• M-Commerce Activities, in % of Smartphone Users,
• Average M-Commerce Spending, in EUR, three Month Average to July 2012
2011 & 2017f
• In-Store Mobile Shopping Activities,
• M-Commerce Sales, in EUR billion, 2012f-2017f in % of Mobile Internet Users, January 2012
• Mobile Sales in % of Online Sales, Annual Mobile • Travel-related Activities of Mobile Internet Users,
Spending in EUR billion and Change in Mobile Sales, in %, 2011
by Country, in %, 2010-2012f
• M-Commerce Turnover, in GBP billion, 2011 & 2012f
• Purchased Mobile Product Categories, in % of
• Share of Mobile Online Sales on total Online Sales,
Mobile Shoppers, Q3 2012
in %, Q4 2009 & Q4 2011
• Share of Mobile Shoppers, by Country,
• Products purchased via Mobile Phone,
in % of Internet Users, Q3 2012
in % of Users, Q2 2011
• Share of Smartphone Shoppers, by Country,
• Breakdown of Mobile Shoppers,
in % of Consumers, 2010 & 2011
by Age Group and by Income, in %, July 2012
• Growth in Mobile Shoppers, by EU5 Countries and
Average, in % of Smartphone Users,
May 2011 vs. May 2012
• Share of Smartphone Users shopping Online via 2.3. FRANCE (Top Country)
their Device, by EU5 Countries and Average,
in %, May 2011 vs. May 2012 • M-Commerce Trends, 2012
• Used Mobile Payment Methods, • B2C E-Commerce and M-Commerce Trends, 2012
in % of Mobile Shoppers, Q3 2012 and Online Product Research Methods, in % of
• Used Online Payment Methods, by Country, Internet Users, H1 2012
in % of Online Shoppers, 2010 • Type of Purchase made via Mobile Devices,
by Goods and Services, in % of Mobile Shoppers,
March 2012

2.2. UK (Top Country) • Breakdown of M-Commerce Readiness of
Online Retailers, in %, Q1 2012
• M-Commerce Trends, 2012 and Share of • Leading Mobile Shopping Product Categories,
M-Commerce Sales on total B2C E-Commerce Sales, by Product, in % of Total Mobile Users, May 2012
in %, Q1 2010, Q1 2012 & Q2 2012 • Mobile Internet Users, in million, June 2011 &
• Mobile Online Shopping Trends, 2011/2012 June 2012; Breakdown of Mobile Internet Users,
by Gender, in %, June 2012
• Mobile Retail Traffic Trends, September 2011 and
Breakdown of Visits to UK B2C E-Commerce Sites, • Top 5 M-Commerce Websites, by Unique Visitors,
by Mobile and Other, in %, Sept. 2011 in millions, Q3 2011
• M-Commerce Trends, 2011 and How Consumers • Mobile Payment News about Visa, January 2012
use their Mobile Phones to shop, in %, 2011

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2. WESTERN EUROPE (cont.) 3. CENTRAL EUROPE

2.4. BELGIUM 3.1. CENTRAL EUROPE: REGIONAL

• Breakdown of Willingness to conduct Mobile • Mobile Internet Users by Country,
Purchases, in % of Online Shoppers, April 2012
in % of the Population, January 2011
• Breakdown of M-Commerce Engagement and Period
to start with M-Commerce, in % of Online Retailers,
2011
• Reasons to start with M-Commerce, 3.2. GERMANY (Top Country)
in % of Online Retailers, March 2012
• Reasons not to start with M-Commerce, • Mobile Internet and M-Commerce Trends,
in % of Online Retailers, March 2012 April/May 2012 and Breakdown of Purchase Place
• Leading M-Commerce Product Categories, after Mobile Research, in % of Mobile Researchers,
in % of Mobile Shoppers, 2011
April/May 2012
• Direct Carrier Billing Market Trends, April 2012 and
2.5. ITALY Breakdown of preferred Mobile Payment Methods,
in % of Smartphone Users, April 2012
• M-Commerce Trends, 2012
• Share of Mobile Shoppers on total Consumers,
• Breakdown of M-Commerce, by Services and Pro-
ducts, in %, 2010 & 2011f in %, 2010 & 2011

• M-Commerce Sales, in EUR million, 2010 & 2011f • Share of Mobile Shoppers, by Age Group,
• Share of M-Commerce on total B2C E-Commerce in % of Consumers, 2011
Sales, in %, 2010 & 2011f • Share of Consumers comparing Prices in-store and
reading Product Reviews in-store using a
2.6. NETHERLANDS Smartphone, by Age Group, in %, 2011
• Share of Consumers wanting to use a Smartphone
• B2C E-Commerce and M-Commerce Trends, for Mobile Payment, by Age Group, in %, 2011
2011/2012
• Share of Mobile Shoppers on total Smartphone
• Reasons against M-Commerce, in % of Smartphone
Users, in %, 2011 & 2012f
Users not buying using their Device, Q1 2012
• Breakdown of preferred Mobile Payment Methods, • Leading Mobile Content Categories among Mobile
in % of Mobile Shoppers, 2011 Users, in % Growth vs prior Year, three Month
Average to July 2012

2.7. SPAIN • M-Commerce Sales, in EUR billion, 2011 & 2015f
• Share of Online Gamers playing on Mobile Phones,
• M-Commerce Trends, 2011/2012 and M-Commerce in % of Mobile Phone Users and in % of
Revenue Growth Rates, in %, 2011 Smartphone Users, Q2 2011
• Mobile Activities, in % of Mobile Phone Users with • M-Commerce News about Otto Group,
Internet Access, February 2011
Spring/Summer 2012
• Types of Transactions made via Mobile Phone,
in % of Mobile Phone Users, February 2012 • Mobile Payment News about MasterCard and
Deutsche Telekom, July 2012
• Share of M-Commerce Revenues on total
B2C E-Commerce Revenues, in %, 2011

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3. CENTRAL EUROPE (cont.) 5. SCANDINAVIA

3.3. AUSTRIA 5.1. SCANDINAVIA: REGIONAL
• M-Commerce Trends, May 2011-April 2012 and • Share of Mobile Shoppers, by Country (excluding
Retail Goods Research and Online Shopping via Finland), in % of Consumers, Q3 2012
Smartphones, in % of Smartphone Users,
May 2011-April 2012
• Mobile Broadband Trends, and Share of Households
5.2. DENMARK
with Mobile Broadband Internet Access, in %,
Q2 2012 • Breakdown of Online Shopping by Device, in %,
Q1 2012
• Use of Mobile Phones in B2C E-Commerce,
3.4. SWITZERLAND in % Online Shoppers, Q1 2011 & Q1 2012
• Breakdown of Place of Mobile Shopping, in %,
• Mobile and M-Commerce Trends, 2012
Q1 2012
• Reasons for not using Mobile Internet, in %,
January 2011 • Mobile Shopping Product Categories,
in % Mobile Shoppers, Q3 2012
• Share of Mobile Shoppers, by Age and Family
Status, in %, Q1 2012
4. EASTERN EUROPE
• Mobile Payment Methods, in % Mobile Shoppers,
4.1. POLAND Q1 2012

• M-Commerce Growth, compared to Europe Average,
in %, 2011 vs. 2010 5.3. NORWAY

4.2. RUSSIA • M-Commerce Trends, 2012 and Breakdown of Mobile
Shopping by Mobile Apps and Browser, in % of
• Mobile B2C E-Commerce Trends, 2012 and Growth Mobile Shoppers, 6 Months to Sept. 2012
in Number of Mobile Visitors to Russian Internet • Mobile Shoppers, by Gender and Place of Living,
Sites, in %, by Mobile Platform, May 2011-May 2012
in % of Consumers, H1 2012
• Mobile Payment and Commerce News about MTS,
Vimpelcom and Megafon, 2012
• Mobile Payment News about VimpelCom and
5.4. SWEDEN
Net Element International, October 2012

• M-Commerce Trends 2012 and M-Commerce by
4.3. TURKEY Mobile App and Browser, in % of Mobile Shoppers,
Q3 2012
• M-Commerce Trends, 2012 and Internet Access by
Device, including Mobile, in % Internet Users, • Products bought using Mobile Devices,
Q1 2012 in % of Mobile Shoppers, Q3 2012
• Online Product Research, by Device, including • M-Commerce by Location and by Gender,
Mobile, in % of Online Shoppers, 2010/2011 in % of Internet Users, Q3 2012
• Online Shopping by Device, including Mobile, • Mobile Payment Trends, 2011/2012
in % of Online Shoppers, in 2010/2011 • Used M-Commerce Payment Methods,
• Mobile Banking and Payment Market Trends, in % of Mobile Shoppers, Q3 2012
December 2011

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Samples


In 2011, 85% of online retailers in Belgium were not engaged in
M- Commerce and 48% had “No Plans to start with Mobile Selling”.
Belgium: Breakdown of M-Commerce Engagement and Period to start with M-Commerce,
in % of Online Retailers, 2011

Breakdown of M-Commerce Engagement Period to start with M-Commerce

Yes
15% No Plans to start with Mobile
48%
Selling

> 1 Year 28%

< 1 Year 10%

< 6 Months 8%

< 9 Months 5%

< 3 Months 3%

0% 20% 40% 60%
No
85%

Note: Based on a survey of 550 online retailers; conducted March 9-19, 2012
Source: BeCommerce, May 2012

103


The number of visits to the Otto Group online shops in Germany using
mobile devices tripled in the Spring/Summer 2012, compared to 2011.
Germany: M-Commerce News about Otto Group, Spring/Summer 2012

 In spring and summer 2012, the Otto Group saw the number of visits to its online shops using mobile devices grow by the
factor of three compared to the same period in 2011, while the gross turnover almost quadrupled. The rapid growth is explained
by the increase in use of mobile devices and the low base in 2011.

 Tablet computers were the most popular mobile device to browse an online shop, five times more in Spring and Summer
2012 than in the same period in 2011. Smartphones, on the other hand, were used more to search information about the
products, rather than to buy them.

 Despite the substantial growth in the number of visits to online shops via mobile devices, the M-Commerce turnover of the Otto
Group remained low, at around 3% of total online demand in Spring and Summer 2012.

 An increase of the mobile channel share on overall revenue is one of the key aims in the Otto Group’s E-Commerce
strategy. Many of its online shops are already optimized to be browsed on mobile devices. By the end of 2012, 80% of German
Otto Group web shops will be available to visit via smartphones, and more than 50% will offer a special version of online shops
for tablet PCs.

 Bonprix and Sheego are the two online shops leading the way in M-Commerce for the Otto Group in Germany. Bonprix is
the first large German online retailer to offer an online shop for tablets exclusively, while Sheego launched an application for iPad,
which allows customers to try on the offered items of clothing on a virtual model.

 However, the benchmark for M-Commerce activities of Otto Group companies is the US market. For example, one in every
four customers of Crate and Barrel, an Otto Group US subsidiary selling furniture and house accessories, visited its online shop
using a mobile device. The Group expects the German M-Commerce market to demonstrate similar success in the nearest future.
Source: Otto Group, August 2012

129

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