Mobile commerce is growing rapidly, with the market in the US expected to triple to $31 billion by 2015. Smartphone usage is also increasing significantly in both the US and Australia, with over 90% of Australians expected to use smartphones by 2015. Mobile purchasing is also on the rise, with over a third of Americans and a quarter of Australians having made purchases on their smartphones. The mobile commerce market is expected to explode in the coming years.

1. Mobile'Commerce'
Market'Sta0s0cs'
Remco'Marcelis'
Chief'Opera0ng'Officer' noq.com.au'

2. Mobile'Commerce'is'exploding…'
• The$mobile$commerce$market$is$set$to$treble$in$the$next$three$years$–'in'the'
US'market'alone,'this'is'predicted'to'increase'from'US$11'billion'in'2012'to'US
$31$billion$in$2015.$$
• In'both'the'US'and'Australian,'Smartphone$usage$is'increasing'from'50%'of'all'
phones'to'75%+'(US)'and'90%'(Australia)'and'approach'75%$of$the$
populaBon.'
• Smartphone'users'are'already'purchasers'–'25%$of$Australian$Smartphone$
users$have$purchased$on$their$phone,'33%'have'done'so'in'the'US''
• In'the'US,'63%'of'Smartphone'users'purchase'at'least'monthly'–'20%$
purchase$on$a$daily$basis$
US' Australia'
%'of'smartphone'users'who'have'purchased''
September'12' 2'

3. The'number'of'smartphones'is'growing'
In'the'US:'
• Today,'there's'about'115m'smartphone'users,'making'up'
nearly'50%'of'all'phone'users'and'just'over'a'third'of'the'
popula0on'
• By'2015,'there'll'be'around'176m'smartphone'users,'making'
up'nearly'70%'of'all'phone'users'and'just'over'half'the'
popula0on'
Source:(h*p://www.emarketer.com/Ar4cle.aspx?R=1009014&ecid=a6506033675d47f881651943c21c5ed4(
September'12' 3'

4. Android'leads'on'Smartphones,'but'iOS'
dominates'overall'
In'the'US:'
• In'Smartphone'use'only,'Android'Smartphones'accounted'for'
48%'(nearly'half'of'all'Smartphones),'with'iPhones'43%'
• If'you'add'other'mobile'devices'like'tablets'to'the'mix,'Apple'
Inc.’s'iOS'beats'Android'in'the'U.S.'by'a'wide'margin'—'59%'
to'be'exact.'
• Apple’s'iOS'pla_orm'—'on'iPhones,'iPads'and'iPod'Touches'–'
reached'37.9'million'people,'while'Android'reached'23.8'
million,'on'phones'and'tablets'
Source:(
h*p://blog.nielsen.com/nielsenwire/online_mobile/smartphonesMaccountMforMhalfMofMallMmobileMphonesM
dominateMnewMphoneMpurchasesMinMtheMus/(
(
Source:(
h*p://blogs.wsj.com/digits/2011/04/19/aMlookMatMipadMusersMappleMs4llMtrouncingMandroid/?
mod=yahoo_hs(
…( September'12' 4'

5. Mobile'purchasing'is'on'the'rise,'…'
• In'the'US,'over'a'third'of'people'have'purchased'on'their'
Smartphone'
Source:(h*p://services.google.com/R/files/blogs/final_global_smartphone_user_study_2012.pdf((
September'12' 5'

6. …'with'users'purchasing'more'frequently.'
• At'least'half'of'Mobile'Shopper'make'purchases'monthly'on'
their'Smartphones'
• In'the'US,'20%'of'Smartphone'users'make'daily$purchases$
Source:(h*p://services.google.com/R/files/blogs/final_global_smartphone_user_study_2012.pdf((
September'12' 6'

7. Mobile'Commerce'is'set'to'explode'
• In'the'US,'Mobile'Commerce'is'set'to'reach'US$31'billion'by'
2015,'and'this'excludes'digital'purchases'such'as'iTunes'
music,'videos,'books'&'apps’s'
Source:(h*p://www.emarketer.com/PressRelease.aspx?R=1008716((
September'12' 7'

8. People'are'buying'for'onatheago'
convenience'
Source:('ComScore,'Handheld(Shopping:(How(Mobile(is(Changing(the(Retail(Environment(
September'12' 8'

9. People'are'buying'clothing,'0ckets'and'
daily'deals'
• 37%'purchased'clothing/
accessories'
• 35%'bought'event'0ckets'
• Just'over'a'third'bought'daily'
deals'or'gid'cer0ficate'
Source:(www.comscore.com/Press_Events/Press_Releases/2011/12/Mobile_Shopping_Goes_Mainstream((
September'12' 9'

10. Australian'Internet'users'are'already'
ac0ve'and'growing'purchasers'
In'Australia:'
• Online'buyers'will'approach'70%'of'all'internet'users'in'2012,'
for'a'total'of'9.5'million'
• B2C'ecommerce'sales'in'the'country'will'rise'from'$10.5'
billion'in'2011'to'$13.3'billion'in'2012,'an'increase'of'26.7%'
• They'will'spend'an'average'of'over'$2,100'in'the'year'online'
Source:((
h*p://www.emarketer.com/Ar4cle.aspx?R=1009059&ecid=a6506033675d47f881651943c21c5ed4(((
( September'12' 10'

11. The'number'of'smartphones'is'growing'
• As'at'December'2011,'there'were'about'8.5m'smartphone'
users,'accoun0ng'for'just'under'50%'of'all'phone'users'
• There'are'expected'to'be'nearly'10'million'more'to'be'in'use'
by'2015,'taking'the'total'number'of'smartphone'users'to'18.5'
million.''By'2015'nearly'90%'of'all'mobile'phone'users'will'
have'a'smartphone'as'their'primary'mobile'device'
Source:(h*p://au.nielsen.com/site/documents/NielsenMobileDeviceTrafficNielsenFeb62012.pdf((
Source:(Telsyte’s(Australian(Smartphone(Market(Study(2011M2015(
h*p://www.telsyte.com.au/?p=1140((
September'12' 11'
(

12. …'and'we’re'already'ac0vely'banking'
and'purchasing'on'Smartphones'
• Four'million'users'(50%'of'Smartphone'users)'use'mobile'
banking'
• Over'a'quarter'of'us'have'already'having'purchased'a'product'
via'a'smartphone'
• 9%'of'all'PayPal'transac0ons'in'Australia'are'conducted'on'a'
mobile'–'tremendous'growth'considering'that'figure'was'only'
1%'at'the'beginning'of'2011.'''
'
Source:'Australian'Informa0on'Industry'Associa0on'(AIIA)'Whitepaper'Mobile'Payments''
Cooperate,'Collaborate,'or'Abdicate
hhp://www.aiia.com.au/resource/collec0on/EAE0BB1Da0B99a45BCaAA11a01039AF6F4B2/
aiia_fs_thought_leadership_m.pdf'
' September'12' 12'