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RESEARCH ON INTERNATIONAL MARKETS
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March 2015

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PREFACE
Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions.
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Methodology (1 of 2)
This B2C E-Commerce Report by yStats.com is produced in a holistic approach to contain relevant information about M-Commerce
worldwide.
 This report includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained data.
As a result companies get a precise and unbiased impression of the market situation.
 Cross referencing of data was conducted in order to ensure validity and reliability.
 The report contains a Management Summary, summarizing the main information provided in each chapter.
 Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and
a subtitle, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.
 Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart
is derived from several sources. Then, all sources are mentioned on the chart.
 This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,
multiple answers were possible, and this is then mentioned in the note of the chart.
 If available, additional information about the data collection, for example the time of survey and number of people asked, is provided in the form
of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies were mostly used. When referencing them in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time
period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.
 This report includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 This report covers the M-Commerce market in Asia-Pacific.
 It opens with the chapter about global development, including market overview, trends, international comparisons and news about major
players.
 In the following chapter provides information on M-Commerce in the region.
 Regional development is presented first. The countries within the regions are also presented in the order of descending B2C E-Commerce
sales.
 For the countries the following information was presented, where available: M-Commerce sales, share of M-Commerce on total B2C E-
Commerce sales, mobile shopper penetration, devices used for shopping online, product categories purchased via mobile. Not each type of
information was presented for each country. For selected emerging markets also information about mobile Internet penetration was included, as
an indicator of potential for M-Commerce development.
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Definitions
The following expressions and definitions are used in this market report*:
 B2C E-Commerce: This term means the sale of products (and services) through electronic transactions from businesses to consumers,
conducted online through computers, mobile phones and other devices. Also referred to as online retail.
 M-Commerce: M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through transactions via mobile
devices, such as mobile phones, tablets and smartphones.
 Mobile Internet Users: Internet users who access the web through their mobile devices.
 Mobile Devices: a portable device with mobile Internet functionality, primarily mobile phones, smartphones and tablets.
 Mobile Shoppers: consumers who participate in M-Commerce, i.e. purchase products (and services) online via mobile devices.
 QR-Codes: Short for Quick Response Codes. Allow consumers to scan barcodes with their smartphone, directing them to adverts, special offers
or vouchers.
 Instant Messaging: online chat platform, such as in a mobile app.
 Internet Users: individuals that regularly accesses the Internet.
 Online Shoppers: consumers who participate in B2C E-Commerce, i.e. purchase products (and services) online via any device.
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Note: *the exact definitions used by the source were included at the bottom of the chart, where available

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Table of Contents (1 of 2)
1. Management Summary
2. Global Developments
• M-Commerce Overview and Trends, March 2015
• Breakdown of Frequency of Mobile Purchase, by Smartphone and Tablet, in % of Online Shoppers, September 2014
• App and Browser Usage for Mobile Shopping, in % of Mobile Shoppers, November 2014
• Mobile Broadband Subscriptions per 100 Inhabitants, by Regions, 2014
• Share of Online Shoppers Using Mobile Phones to Shop Online, by Regions, in %, March 2014
• Share of Smartphone Users Who Make Purchases via Smartphone at Least Once a Week, in %, by Selected Countries, March 2014
• Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
• Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
• M-Commerce Overview and Trends, March 2015
3. Asia-Pacific
3.1 Regional
• Smartphone User Penetration, in % of Population, 2012 - 2018f
• Mobile Shopper Penetration, by Selected Countries in South East Asia, in % of Smartphone Users, July 2014
• Devices Most Used for Online Shopping, incl. Mobile, by Selected Countries in South East Asia, Compared to Global Average, in % of Online
Shoppers, Q1 2014
3.2. China
• Number of Mobile Internet Users, in millions and in % of Total Internet Users, 2010 - 2014
• Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 - 2014
• M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, 2011-2015f
• Share of M-Commerce on Total E-Commerce Sales, in %, 2011-2017f
• M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, 2011-2017f
• Share of M-Commerce on Total E-Commerce Sales, in %, 2011-2017f
• Breakdown of the M-Commerce Sales, by Players, in %, Q3 2014e

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Table of Contents (2 of 2)
3. Asia-Pacific (cont.)
3.3. Japan
• Mobile Device Ownership, by Smartphone and Tablet, in % of Households, 2010 - 2013
• Mobile Shopper Penetration, in % of Smartphone Users, August 2014
• Mobile Shopper Penetration, in % of Smartphone Users, by Age and Gender, August 2014
3.4. South Korea
• M-Commerce Sales, in KRW trillion, Q1 2013 - Q3 2014
• Share of M-Commerce on Total E-Commerce Sales, in %, Q1 2013 - Q3 2014
• Breakdown of M-Commerce Sales by Product Categories, in KRW billion, Q1 2014 - Q3 2014
• Breakdown of E-Commerce Utilization, by Device, in %, by Age Groups, September 2014
3.5. Australia
• Mobile Shopper Penetration, in % of Individuals, 2014e
• M-Commerce Sales, in AUD billion, 2014 & 2019f
• Breakdown of M-Commerce Sales, by Categories, in % and in AUD billion, 2014e
3.6. India
• Mobile Shopper Penetration, in % of Urban Online Shoppers, 2012 & 2014
• Share of M-Commerce on Total E-Commerce Sales, in %, 2014e & 2017f
• Most Popular M-Commerce Applications, by Provider, in million Installs, December 2014e
3.7. Indonesia
• Devices Most Used for Online Shopping, incl. Mobile, in % of Online Shoppers, Q1 2014
3.8. Philippines
• Product Categories Purchased via Mobile Phones, in % of Mobile Internet Users, June 2014

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1. Management Summary 8 – 10
2. Global 11 – 20
3. Asia-Pacific 21 – 46
3.1. Regional 21 – 24
3.2. China 25 – 31
3.3. Japan 32 – 34
3.4. South Korea 35 – 38
3.5. Australia 39 – 41
3.6. India 42 – 44
3.7. Indonesia 45 – 45
3.8. Philippines 46 – 46
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Table of Contents

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Penetration of smartphones and tablets in Japan grew rapidly between
2010 and 2013, reaching respectively 63% and 22% by the end of 2013.
Japan: Mobile Device Ownership, by Smartphone and Tablet, in % of Households, 2010 - 2013
Survey: based on a survey of 22,271 households in 2010, 16,530 in 2011 and 20,418 in 2012, and 15,599 in 2013; data as of the end of the year
Source: Ministry of Internal Affairs and Communication, June 2014
9,7%
29,3%
49,5%
62,6%
21,9%
15,3%
8,5%
7,2%
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013
Smartphone
Tablet
in%ofHouseholds
China Japan IndonesiaAustraliaSouth Korea PhilippinesIndia

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Consumers in South Korea did 26.5% of their online shopping via
smartphones, as of September 2014.
South Korea: Breakdown of E-Commerce Utilization, by Device, in %, by Age Groups, September 2014
10
66,8%
60,8%
65,4%
18,8%
25,2%
30,6%
31,6%
26,5%
10,8%
8,0%
6,0%
7,6%
8,1%
63,4%
70,4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50s
40s
30s
20s
Total
PC/Laptop Smartphone Other
Survey: based on a survey of 1,000 respondents
Source: Trendmonitor, November 2014
in % of Online Shoppers
China Japan IndonesiaAustraliaSouth Korea PhilippinesIndia

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