m-Retail, m-Commerce & m-Payments: The Rise of the 3 Ms

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m-Retail, m-Commerce & m-Payments: The Rise of the 3 Ms

  1. 1. The Rise Of The 3Ms: m-Retail, m-Commerce & m-Payments MMA Forum: Mobile and the Path to Purchase 11 November 2013 | London Hesham Al-Jehani, Product Manager Mobile Europe | comScore hal-jehani@comscore.com © comScore, Inc. Proprietary.
  2. 2. comScore is a leading internet technology company that provides Analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data Over 1.5 Trillion Digital Interactions Captured Monthly © comScore, Inc. Proprietary. V0113 2
  3. 3. Providing Analytics For More Than 2,100 Clients Globally Media Agencies Telecom/Mobile © comScore, Inc. Financial Proprietary. Retail Travel CPG Health Technology V0113 3
  4. 4. The mobile shift is happening fast… © comScore, Inc. Proprietary. 4
  5. 5. The Smartphone Majority Has Arrived: Penetration in EU5 at 64% Smartphone Penetration Year-on-Year smartphone growth by country Germany 30% Spain 60% 71% 25% 60% France YoY Growth of 23% in EU 5 and Germany leading the surge 22% 60% Italy 21% 74% UK 18% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 5
  6. 6. Rapid Rise of Tablet Ownership to 44 Million Units In EU5 Almost a Third of Smartphone Owners Use Tablets Tablet ownership 2 year trend to Aug 2013 (millions) 45 40 Total Market Tablet ownership by market (millions) 13.8 iPads 35 30 9.0 +237% 25 8.0 7.8 7.1 20 15 10 +145% 5 0 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-12 © comScore, Inc. Proprietary. Feb-13 May-13 Aug-13 UK Source: MobiLens™. Data based on 3 month moving average to Aug 2013 DE FR IT ES 6
  7. 7. The smartphone has become the ultimate shopping companion… © comScore, Inc. Proprietary. 7
  8. 8. Three Distinct Shopping and Transactional Behaviours Have Emerged Using Mobile Phones Across The EU5 Region m-Retail accessing retail sites, researching products / prices m-Commerce Making online purchases © comScore, Inc. Proprietary. m-Payments paying for goods at POS 8
  9. 9. 40% of Smartphone Owners Access Mobile Retail & m-Commerce Sites Across EU5 Access to retail & m-commerce sites RETAIL & M-COMMERCE SITES  25% YoY growth across EU5  UK & Germany leading markets Penetration YoY Growth 47% 44% 40% 31% 38% 34% 32% 17% 16% UK © comScore, Inc. Proprietary. 30% Germany Source: MobiLens™. Data based on 3 month moving average to Aug 2013 Italy Spain France 9
  10. 10. 41% of Smartphone Owners Do Shopping Activities With Their Mobile Device Access retail & m-commerce sites SHOPPING ACTIVITIES  24% YoY growth across EU5  Spain and Italy leading Markets Penetration 60% 44% Shop using Smartphone 38% YoY Growth 40% 30% 31% 29% 31% 16% 11% Spain © comScore, Inc. Proprietary. Italy Source: MobiLens™. Data based on 3 month moving average to Aug 2013 Germany UK France 10
  11. 11. 15% of Smartphone Owners Make Online Payments For Goods and Services On Their Device Access retail & m-commerce sites ONLINE PAYMENTS  37% YoY growth across EU5  UK and Italy leading markets Penetration YoY Growth 49% 45% 40% Shop using Smartphone 29% 20% 17% 20% 15% 10% Make online purchases © comScore, Inc. Proprietary. UK Italy Source: MobiLens™. Data based on 3 month moving average to Aug 2013 Germany Spain 8% France 11
  12. 12. Increasingly product awareness and consideration begins on the mobile phone… © comScore, Inc. Proprietary. 12
  13. 13. UK Insights: Retail Sites Enjoy An Average 15% Uplift in Audience Reach Through Mobile Top UK retail online sites: share of PC and mobile access PC Only Amazon PC & Mobile Mobile Only 61% 24% eBay 77% Apple 13% 70% Argos 14% 59% Asda 16% 68% John Lewis 59% © comScore, Inc. Proprietary. 8% 9% 20% 24% 26% 10% 66% Boots 10% 10% 62% Tesco 15% 22% 26% 32% Source: comScore MMX Multi-Platform ™, August 2013, UK, 6+ MMX MP includes PC browsing, PC video streams, mobile browsing & apps (on-network only for untagged apps), tablet browsing & apps for tagged sites & apps 13
  14. 14. Mobile Retail Sites Accessed By 19% of Smartphone Base and Growing 46% YoY Across EU5 Penetration Retail sites Growth 83% 60% 48% 26% 30% 42% 26% 16% UK Germany Italy 11% 10% Spain France Total reach of top 5 retail sites across EU5 (millions) Amazon Amazon eBay eBay Ikea 3.2 Ikea 3.2 Argos 3.0 Argos 3.0 Apple 1.7 Apple 1.7 © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 23.1 23.1 16.6 16.6 14
  15. 15. Entertainment Listings Sites Accessed By 18% of Smartphone Base and Growing 28% YoY Across EU5 Penetration Retail sites Growth 49% Entertainment Listings 31% 22% 28% 20% 18% Spain UK 18% 17% 19% Italy France 12% Germany Total reach of top 5 Entertainment Listing sites across EU5 (millions) 3.8 3.8 IMDB AlloCiné 2.4 2.4 Cineworld Google Coming Soon © comScore, Inc. Proprietary. 1.8 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 15
  16. 16. Auctions & Classifieds Accessed By 16% of Smartphone Base and Growing 32% YoY Across EU5 Penetration Retail sites Entertainment Listings Growth 43% 40% 25% 22% 37% 24% 23% 12% Auctions & Classifieds UK Germany Italy 9% Spain 7% France Total reach of top 5 Auction/Classified sites across EU5 (millions) 23.3 eBay Gumtree AutoScout24 Auto Trader PriceMinister © comScore, Inc. Proprietary. 1.9 1.8 0.9 0.7 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 16
  17. 17. Price & Product Comparison Sites Accessed By 12% of Smartphone Base and Growing 38% YoY Across EU5 Penetration Retail sites Growth 59% Entertainment Listings 43% 37% 27% 23% Auctions & Classifieds 16% 15% Italy Price Comparison Germany 12% 10% UK Spain 7% France Total reach of top 5 Price Comparison sites across EU5 (millions) 2.6 Trovaprezzi 2.4 2.3 Ciao Kelkoo 1.6 Billiger Idealo © comScore, Inc. Proprietary. 1.2 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 17
  18. 18. Travel Sites Accessed By 10% of Smartphone Base and Growing 35% YoY Across EU5 Penetration Retail sites Growth 42% 41% Entertainment Listings 33% 15% 13% Auctions & Classifieds Italy Price Comparison Travel 29% 24% 9% Spain 8% UK 7% Germany France Total reach of top 5 Travel sites across EU5 (millions) 4.3 Booking.com 3.5 Expedia 2.9 Lastminute.com 2.4 eDreams Atrapalo © comScore, Inc. Proprietary. 1.3 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 18
  19. 19. Deal-A-Day Sites Accessed By 10% of Smartphone Base and Growing 29% YoY Across EU5 Penetration Retail sites Growth 46% 43% Entertainment Listings 33% 16% 11% Auctions & Classifieds Italy Price Comparison 10% Spain 14% UK 7% Germany 6% 7% France Total reach of top 5 Deal-A-Day sites across EU5 (millions) 11.0 Groupon Travel 3.9 3.6 Groupalia LivingSocial Privalia Deal-A-Day Glamoo © comScore, Inc. Proprietary. 1.3 1.2 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 19
  20. 20. 25-34 Year Olds Represent A Quarter of Those That Access Retail And m-Commerce Sites Retail sites Demographic profile of smartphone users that access retail and m-commerce sites Entertainment Listings Auctions & Classifieds 53 % Price Comparison 4.4 8.8 13.2 11.4 7.9 7.5 47 % 4.6 8.4 11.7 9.1 6.2 6.8 13-17 18-24 25-34 35-44 45-54 55+ Travel Deal-A-Day AGE © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 20
  21. 21. Rising confidence in mobile online payments leading to more spending on smartphones… © comScore, Inc. Proprietary. 21
  22. 22. Majority Spend Up To €200 Across Euro Currency Markets Monthly spend on smartphone online purchases Germany France 9% 19% 20% 7% 16% 15% 13% 12% 23% 22% 22% 22% €20 or less €21 - €50 €51 - €100 €101 - €200 Italy 18% 11% 18% €201 - €300 Spain 12% 9% 20% 19% Over €300 14% 14% 22% 22% © comScore, Inc. 21% Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 22
  23. 23. In the UK Majority Spending Up to £100 Monthly spend on mobile online purchases UK 13% 17% 8% 26% 12% £20 or less £21 - £50 £51 - £100 £101 - £150 £151 - £200 Over £200 24% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 23
  24. 24. Clothing & Accessories Largest Mobile Purchase Categories Across EU5 Top purchase categories (% of total mobile purchaser base) 37% 26% 26% Clothing & Accessories Electronics / Appliances Books 24% 18% 16% Tickets Personal Care Daily Deals 13% 11% Groceries Sports Gear 15% Meals Delivered © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 (exc. eBooks) 24
  25. 25. 57% of Smartphone Purchasers Are Male And 25-34 Year Old Largest Age Segment Profile of those who purchase goods and services on their smartphone 57 % 3.2 9.6 16.3 12.8 8.4 6.8 43 % 2.8 7.7 12.4 9.4 5.2 5.4 AGE 13-17 18-24 25-34 35-44 45-54 55+ © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 25
  26. 26. The smartphone is driving footfall and shaping shopping behaviour in-store © comScore, Inc. Proprietary. 26
  27. 27. Finding a Store And Comparing Prices Are the Most Popular Shopping Activities on Smartphones Shopping with smartphones EU5 (% of base) Found Store Location 21% Compared Product Prices 17% Researched Product 16% Found Coupons/Deals 15% Made Shopping Lists 14% Checked Product Availability © comScore, Inc. 12% Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 27
  28. 28. Most In-Store Smartphone Shoppers are Taking and Sending Photos of Products In-store shopping activities with smartphones EU5 (% of base) Took photos 24% Sent photo of product 14% Texted or called someone 14% Scanned barcode 11% Compared prices 8% Found store location 7% Researched product 5% Found coupon 5% Checked product availability 3% Purchased goods online 17% of mobile online purchases take place in-store 2% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Aug 2013 28
  29. 29. Different Shopping Activities Reveal Different Types Of Shoppers Demographic profile of in-store shoppers Those who compare prices - ‘showroomers’ Those who text or call someone about product 61 % 3.5 9.3 17.3 14.7 9.1 7.5 42 % 3.5 7.6 8.6 7.6 6.4 8.0 39 % 2.9 6.6 10.6 8.5 4.7 5.4 58 % 5.3 11.0 11.7 9.8 8.6 12.0 55+ AGE 13-17 AGE 13-17 18-24 25-34 35-44 45-54 © comScore, Inc. Proprietary. 18-24 25-34 35-44 45-54 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 55+ 29
  30. 30. Different Shopping Activities Reveal Different Types Of Shoppers Demographic profile of in-store shoppers Those who take or send photos of products to friends/family Those who scan bar codes 62 % 4.0 10.0 14.0 13.0 10.0 11.0 41 % 3.0 7.0 9.0 9.0 6.0 7.0 38 % 3.0 6.0 8.0 8.0 6.0 7.0 59 % 6.0 11.0 12.0 10.0 8.0 12.0 55+ AGE 13-17 AGE 13-17 18-24 25-34 35-44 45-54 © comScore, Inc. Proprietary. 18-24 25-34 35-44 45-54 Source: MobiLens™. Data based on 3 month moving average to Aug 2013 55+ 30
  31. 31. The UK POS Mobile Payments Market Showing Small Shoots But Remains Relatively Small Point of Sale Mobile Payments 0.4 million conduct NFC mobile transaction using smartphones 0.6 million conduct app bar code transactions using smartphones © comScore, Inc. Proprietary. Source: Custom Research Based on April 2013 data 31
  32. 32. Thank you Thank you © comScore, Inc. Email: worldpress@comscore.com Follow us on Twitter: @comScoreEMEA Follow us on Facebook: facebook.com/comscoreinc © comScore, Inc. Proprietary.

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