The document provides a methodology for market reports produced by ystats.com. It discusses how the reports are based on secondary market research from various reliable sources. Data is cross-referenced to ensure validity. Charts include the data source and date. The reports cover global and regional markets, with sections on major countries ranked by importance. Charts include titles, subtitles and notes to fully explain the data. Currency conversions use average exchange rates. This specific report covers the global mobile commerce market, defining key terms and outlining the regional and country-level structure.

2. © Copyright 2015 ystats.com GmbH & Co. KG, 22765 Hamburg, Germany 2

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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, 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 are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are 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.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the global M-Commerce market.
 For the purposes of this report, M-Commerce is defined as the sale of products and services through electronic transactions via mobile Internet-enabled devices,
such as smartphones and tablets. The specific definitions of M-Commerce, mobile sales and mobile shoppers used by the original sources cited in this report
may vary.
 The report contains relevant information about global trends, international comparisons, M-Commerce sales and mobile shoppers.
 All global regions are covered in this report, including major advanced and emerging markets.
Report Structure
 The report starts with a global chapter which includes regional and country comparisons in terms of criteria relevant to M-Commerce, such as mobile Internet
subscriptions and mobile shopper penetration. The rest of the report is divided into regional chapters, ranked by B2C E-Commerce sales. Within each region,
regional information is included first, where available; followed by the countries of the region, presented in the order of descending B2C E-Commerce sales.
 In each country description the following information is presented, where available: M-Commerce sales, share of M-Commerce among total B2C E-Commerce
sales and online purchase transactions, mobile shopper penetration, devices used for accessing the Internet and for shopping online, reasons for buying via
mobile, smartphone and mobile Internet penetration. Not each type of information is presented for each country due to varying data availability.
 A ranking of M-Commerce market players, such as by number of mobile visits or by usage among mobile shoppers may be included for selected top countries.

6. 6
DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes
consumer-to-consumer (C2C) sales.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile Internet-enabled devices, such as smartphones and tablets.
 MOBILE INTERNET USERS Internet users who access the web through their mobile devices.
 MOBILE DEVICES a portable device with mobile Internet functionality, such as smartphones and tablets.
 MOBILE SHOPPERS consumers who participate in M-Commerce, i.e. purchase products or services online via mobile devices.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 8)
1. Management Summary
2. Global Developments
• Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011 – 2016e
• Number of Smartphone Connections, in millions, by Region, 2010-2021f
• M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
• Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
• Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
• Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
• Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
• Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
• Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
• Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
• Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
• Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
• Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected Countries and Territories,
February 2017
• Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February 2017
3. Asia-Pacific
3.1. China
• M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 – 2020f
• Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2016
• Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2016
• Ways Used to Access E-Commerce Websites, in % of Online Shoppers, 2016
• Mobile Shopping Apps Installed, in % of Online Shoppers, 2016
• Breakdown of Number of Mobile Shopping Apps Used, in %, 2015
• Share of WeChat Users Who Have Shopped from WeChat, in %, and Breakdown of Channels Used for Shopping from WeChat, in %, January
2016
3.2. Japan
• M-Commerce Sales, in JPY trillion, and Share of B2C E-Commerce Sales, in %, 2015 & 2016

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TABLE OF CONTENTS (2 OF 8)
3. Asia-Pacific (Cont.)
3.2. Japan (Cont.)
• M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f
• Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f
• Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change, in %, May 2016
3.3. South Korea
• M-Commerce Share of B2C E-Commerce Sales, in %, 2016
• M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
• M-Commerce Sales by Product Category, in KRW billion, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016
• Smartphone Penetration by Age Group, in % of Individuals, Q3 2016
• Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016
• Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
• Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016
• Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
3.4. Australia
• Smartphone Penetration, in % of Adults, June 2015 and June 2016
• Frequency of Mobile Shopping, in % of Mobile Shoppers, August 2016
• Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016
• Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
3.5. India
• M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
• Smartphone Users, in millions, 2016e & 2020f
• Breakdown of Online Spending by Mobile and Desktop/PC, in %, May 2016
• Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the Future Among Non-Mobile
Shoppers, in %, 2016
• Breakdown of Mobile Shoppers by Preferring Mobile Apps and Mobile Websites for Shopping Through Mobile Phone, 2016
3.6. Indonesia
• Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016

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TABLE OF CONTENTS (3 OF 8)
3. Asia-Pacific (Cont.)
3.6. Indonesia (Cont.)
• Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016
• Share of Mobile Connected Device Owners Who Purchase via Mobile Device and Who Use a Mobile App to Make a Purchase, in %, Q1 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016
3.7. Thailand
• M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f
• Smartphone Penetration, in % of Individuals, 2012-2016
• Devices Used to Access the Internet, in % of Internet Users, Q1 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016
• Top Smartphone Activities, incl. “Purchase”, in % of Internet Users, October 2015
• Share of Internet Users Conducting Selected E-Commerce Activities via Mobile Devices Compared to Computers, in %, May 2016
3.8. Singapore
• M-Commerce Share of B2C E-Commerce Sales, in %, 2011 - 2015
• Average M-Commerce Share of Online Spending, in %, 2016
• Number of Mobile Phone Subscriptions by 2G, 3G and 4G, in thousands, 2011-2016
• Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016
• Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016
3.9. Malaysia
• M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f
• Devices Used to Access the Internet, in % of Internet Users, 2015
• Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March 2016
• Share of Online Shoppers Buying via Smartphones, in %, November 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016

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TABLE OF CONTENTS (4 OF 8)
3. Asia-Pacific (Cont.)
3.10. Vietnam
• Mobile 3G Connections, in millions, 2013 –2016
• Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
• Devices Used for Online Shopping, in % of Online Shoppers, August 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016
3.11. Philippines
• Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f
• Breakdown of Internet Traffic, by Device, in %, April 2016 & April 2017
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps,
in %, June 2016
4. Europe
4.1. Regional
• Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016
• Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016
• Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
• Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile Spending per Shopper, in EUR,
by Selected Countries, January 2017
• Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017
• M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016
• Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
• Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016
• Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying Online, in %, October 2016
4.2. UK
• M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 - 2020f
• M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 - 2020f

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TABLE OF CONTENTS (5 OF 8)
4. Europe (Cont.)
4.2. UK (Cont.)
• Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
• Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
• Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
• Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016
• Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
• Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016
4.3. Germany
• M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
• Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
• Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
• Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
• Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016
4.4. France
• M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
• M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
• Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
• Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
• Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
4.5. Russia
• M-Commerce Share of B2C E-Commerce Sales, in %, 2016
• Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
• Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
• Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
• Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %, 2016
• Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016

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TABLE OF CONTENTS (6 OF 8)
4. Europe (Cont.)
4.6. Spain
• M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
• Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
• Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016
4.7. Italy
• M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016
• Breakdown of M-Commerce Sales by Product Categories, in %, 2016
4.8. Netherlands
• Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017
4.9. Belgium
• Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
• Devices Used for Online Shopping, in % of Online Shoppers, 2016
• Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016
5. North America
5.1. USA
• Smartphone Penetration, in % of Adults, by Age Group and Total, November 2016
• Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphone, Q1 2016 & Q1 2017
• M-Commerce Sales, in USD billion and in % of B2C E-Commerce Sales, by Three Comparative Estimates, 2015 – 2020f
• Breakdown of M-Commerce Sales by Device, in %, 2015 – 2020f
• Breakdown of M-Commerce Sales, by Smartphone, Tablet, App and Browser, in %, 2015
• Mobile Share of Time Spent on Retail Category and of E-Commerce Spending, in %, 2016
• Product Categories Purchased via Smartphone, in % of Mobile Shoppers, October 2016
• Preference for Apps and Mobile Websites When Performing Shopping-Related Activities via Smartphone, in % of Mobile Shoppers, October
2016

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TABLE OF CONTENTS (7 OF 8)
5. North America (Cont.)
5.1. USA (Cont.)
• Preferred Mobile Shopping App Features, in % of Mobile Shoppers, October 2016
• Top 4 Retail Mobile Apps by Unique Visitors, in thousands, and Year-on-Year Change, in %, June 2016
5.2. Canada
• Smartphone Penetration, in % of Population, 2016e
• Mobile Shopper Penetration, in % of Mobile Device Users, October 2016
• Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, October 2016
6. Latin America
6.1. Regional
• Breakdown of E-Commerce Sales by Device, in USD billion, 2015-2019f
• M-Commerce and E-Commerce Sales CAGR, in %, by Selected Countries, 2015-2019f
• Mobile Commerce Sales, by Smartphone and Tablet, in USD billion, by Selected Countries, 2015
• Number of Smartphone Users, in millions, by Selected Countries, 2014-2020f
• Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
• Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by Selected Countries, August 2016
6.2. Brazil
• Breakdown of E-Commerce Sales by Device, by Segment, in USD billion, and M-Commerce Share of E-Commerce Sales, in %, 2015
• M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017
6.3. Mexico
• Mobile Shopper Penetration, in % of Mobile Internet Users, August 2016
• Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
• Reasons to Choose a Specific Device for Online Shopping, in % of Online Shoppers on the Respective Device, 2016
6.4. Argentina
• M-Commerce Share of E-Commerce Companies’ Revenues, in %, 2015 & 2016
• Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016

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TABLE OF CONTENTS (8 OF 8)
7. Middle East & Africa
7.1. Regional
• Smartphone Penetration, in % of Population, by Selected Countries in the Middle East and Africa, April 2017
• M-Commerce Share of B2C E-Commerce Transactions in GCC, in %, 2016
• Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
7.2. UAE
• M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
7.3. Saudi Arabia
• Mobile Shopper Penetration, in % of Smartphone Users, November 2016
7.4. South Africa
• Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, March 2016
7.5. Nigeria
• Mobile Shopper Penetration, in % of Online Shoppers, 2016
• M-Commerce Sales, in NGN billion, 2015 - 2017f

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1.99
2.56
27.4%
31.9%
0%
25%
50%
75%
100%
0
1
2
3
4
2015 2016
M-Commerce Sales Share of B2C E-Commerce Sales
inJPYtrillion
in%ofB2CE-CommerceSales
M-Commerce sales in Japan reached JPY 2.6 trillion (EUR 21.3 billion)
in 2016, accounting for 31.9% of all B2C E-Commerce product sales.
Japan: M-Commerce Sales, in JPY trillion, and Share of B2C E-Commerce Sales, in %, 2015 & 2016
Note: the exchange rate used in the action title is the average of 2016: 1 JPY = 0.00833 EUR
Definition: B2C E-Commerce sales of products (merchandise) via smartphone; services and digital content are excluded
Source: Ministry of Economy, Trade and Industry of Japan (METI), April 2017

16. 16
Smartphone
39%
Tablet
61%
December 2016December 2015
Smartphone
54%
Tablet
46%
Mobile purchases via smartphones increased their share of
M-Commerce sales in the UK to 54% in December 2016.
UK: Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December
2016
Note: excludes travel
Source: Capgemini, IMRG, January 2017

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