Germany's Top 15 Retail Apps and Mobile Trends

Germany
2015 mobile retail trends

Foreword
Germany – 2015 mobile retail trends
foreword
The transformation from e-commerce to m-
commerce is well underway and an ever growing
number of consumers feel comfortable to use
mobile devices for purchase or in the e-commerce
decision-making process.
With this regard, apps have proven to be an
important and effective part of the increasing
adaption of m-commerce.
Germans currently use retail apps in ways that
support their overall shopping experience. Apps
that feature special offers or some sort of novelty.
Many of the top retailers in Germany have
successfully responded to this trend with apps that
are characterized with many basic similarities.
This also means that the market still holds plenty of
opportunities for those who continue to invest in a
well thought and innovative mobile strategy.
That is why, we in the following pages give you the
room to explore the opportunities German market
holds for mobile ﬁrst retail companies like yours.
Enjoy!
With more than 51 million (94% of internet users
aged 14+) digital consumers in 2014, Germany
undoubtedly is in the premier league of worlds
most sophisticated and lucrative retail markets.
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

The retail market overview
The market overview
It is far from a secret that business – to – consumer e-
commerce revenues are booming in Germany.
The new A.T. Kearney’s Global Retail E-Commerce
Index 2015 identiﬁed Germany as Europe’s second
largest online market just behind UK – but with
almost triple the UK’s current growth potential.
Even though German consumers are considered
to be slow adopters of mobile payments,
tendencies show that this will undergo a fast
change in the year ahead of us.
According to a 2015 study by deals.com, the m-
commerce market will grow by approximately
103% to EUR 14.6 billion this year, constituting
the biggest growth in Europe after Poland
(+130%).
Consequently, m-commerce will make up for
almost 30% of the German e-commerce turnover
in 2015.
Germany is home to retail’s largest single market
in the European Union, making the country one of the
biggest players in the world.
Germany
Trade
&
Invest:
The
E-‐commerce
market
in
Germany
2015/16

The retail market overview
The market overview
In 2015, companies in Germany are expected to
spend $878.8 million USD on mobile and in-app
ads.
Penetration of mobile devices will climb strongly
as consumer conﬁdence improves.
The German economy has shown strength and is
gaining momentum. The shift to mobile is well
on its way to help the mobile ad industry
boom.
About 50% of consumers in
Germany now access the
web with a smartphone or
tablet.
eMarketer:
Germany
Mobile
Forecast
2015

Germany
Top retail apps &
Their characteristics

The top 15 retail apps
Top 15 retail apps in Germany
1 432 5
6 7 8 9 10
11 12 13 14 15
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

The top 15 retail apps
The previously listed Top 15 Retail apps in Germany have
been categorized based on the generated download
volume during Q3 and give valuable insights to the
opportunities in the German retail market.
With this regard, it is worth noticing that some of the
top downloaded mobile retail apps in Germany are
published by international brands such as Amazon, H&M
and Ikea.
This can indicate that German consumers are open-
minded towards international brands that have the
ability to create apps, which make their lives more
convenient and easier.
Top 15 retail apps in Germany
In general retail apps can be divided in two
broad categories:
1.  Apps that improve or support in-store
experiences
2.  Apps that support mobile shopping
These apps support in-store features such as
Information about current offers, barcode and QR
scanning, mobile vouchers & coupons,
membership accounts or shopping lists.
The Top 15 listed retail apps are primarily
characterized as those that focus on
optimizing the in-store experience.
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

In-store optimization
Consumers often use the in-store
optimization features while on the go or
from the comfort of their home, when
they have time to research and organize
desired products.
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

Preferred retail device
The preferred retail platform
For brands and developers penetrating the
German market, it is crucial to know the
platform in which retail apps are consumed the
most.
A Q3 2014 analysis by App Annie shows that
while Germany takes advantage of cross-store
distribution by publishing both on iOS and
Google Play – the downloads are not evenly
distributed.
During Q3 2014, around 70% of the top 25
retail app’s download was generated in
Google Play.
Apps like Tchibo HD and Amazon for Tablets
are even speciﬁcally adapted to Android Tablet.
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

Android
apple

Retail app characteristics
Retail app characteristics Regardless the domination of Google Play, iOS still
offers huge opportunities for developers in
Germany – especially if the app is build for iPhone.
The fact is that Germany shows a lower potion of
downloads coming from iPad’s compared to
iPhones. During Q3 2014, only 17% of downloads
came from iPad.
Out of the top 15
retail apps, only
about 15% of the
ios downloads
were generated
on ipad devices.
The majority of large
retailers’ ios apps – 16
out of 25 – were
designed for iphone
exclusively without
ipad compatible
versions.
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

Germany
Mobile retail users 2015
who are they?

The German mobile market is the largest in
Europe; with more than 115 million subscribes,
which is equivalent to 141% of the population.
eMarketer:
Smartphones
are
all
the
rage
in
Germany
2014

24%
44%
ElectronicsClothes & shoes
28%
11%
15%
20%
28%
books hobby Furniture
16% 3%
1%17%
Mobile buying patterns
By gender
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

Products that digital buyers in Germany have most
recently purchased via Mobile Device by Gender.

60+
18%
45-59
34%
30-44
40%
18-29
40%
18-29
17%
30-44
18%
45-59
17%
60+
28%
By age
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

Products that digital buyers in Germany
have most recently purchased via Mobile
Device by Gender.
Clothes & shoes
electronics


18-29
40%
18-29
40%
18-29
40%
18-29
40%
18-29
18%
By age
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

30-44
15%
45-59
16%
60+
16%
books hobby

By age
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

18-29
2%
30-44
1%
45-59
3%
60+
0%
Furniture & decorations

Smartphone internet users
By monthly household
income
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

< €1K
10.6%
€5K
5.7%
12.3%
€4k-€5k
€2k-€2.5k
14.1%
14.4%
21.0%
21.8%
€2.5k-€3K
€3k-€4K
€1k-€2K

Mobile retail users
Considering German m-commerce there is no doubt
that the most purchased products through mobile are
clothes & shoes.
At least, 68% of consumers have categorized these
items as the most purchased via a mobile device. The
Clothes & shoes category is followed by electronics,
books, hobby and at last furniture.
Mobile retail: Consumer demographics
The studies also show that the 18-44 year olds
are the most heavy clothing & shoes shoppers in
Germany.
On the other hand, the 60+ year olds is the
consumer group that purchase electronics on
mobile devices the most among all other age
groups.
Females dominate men when it comes to clothes & shoes,
books & furniture shopping. Males are most likely to buy
apps and computer or video games.
eMarketer:
Mobile
internet
is
a
big
draw
in
Germany,
2014

Mobile advertising
inMobi
Germany:
How
mobile
devices
are
changing
the
way
media
is
consumed
2015

66%
32%
22%
In-app
search
Search
Engine
Video
Web
Retail
Web
Others
19%
15%
In Germany consumers
primarily notice mobile ads
during in-app search and on
mobile web.
35%
87%
6%
of mobile users are
as comfortable with
mobile advertising as
they are with TV or
online advertising.
noticed mobile
ads on their
smartphones.
of mobile web
users frequently
click on mobile ads
unintentionally

Mobile advertising
YESHave mobile ads ever influenced you to:
58%
36%
25%
19%
14%
14%
Download an application
Visit the website of an advertiser
Visit the advertiser site to get additional info
Buy something via your mobile
Locate an advertiser on a map
Call the advertiser
inMobi
Germany:
How
mobile
devices
are
changing
the
way
media
is
consumed
2015

Mobile advertising
61% 35% 28%
awareness Favorable
opinion
consideration
Introduced you to
something new
Provided you
with better
options
Helped you
find something
nearby
50%
Caused you to
reconsider a
product
25% 19%
shopping sale
Has mobile advertising ever ..
Influenced
your in-store
purchase
Influenced you
to buy via your
mobile
inMobi
Germany:
How
mobile
devices
are
changing
the
way
media
is
consumed
2015

Mobile advertising
50% 61%
Have spent
money on an
activity via mobile
are expected to spend
money on an activity via
mobile in the next 12
months
inMobi
Germany:
How
mobile
devices
are
changing
the
way
media
is
consumed
2015

Mobile advertising
Leadmill
Germany:
Traﬃc
Trends
2015

Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Days of the week with highest retail ad interaction

Mobile advertising
Leadmill
Germany:
Traﬃc
Trends
2015

Am 01
Time of the day with highest retail ad interaction
02 03 04 05 06 07 08 09 10 11 12
PM 13 14 15 16 17 18 19 20 21 22 23 24

eMarketer:
Smartphones
are
all
the
rage
in
Germany
2014

Most mobile actions take
place on a Tuesday and
occur late in the evening;
around 9pm.

Key takeaways
Advanced mobile technology paired with a high
mobile penetration in Germany has given rise to a
growing m-commerce.
This development becomes evident in business
environments as retail consumers embrace
innovative mobile solutions to enrich their shopping
experience.
Given the positive mobile development in the
German market and user characteristics – the future
looks very bright for advertisers that are ready to
take the full advantage of Europe’s largest mobile
market.
Key takeaways
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

Despite the slow adoption of m-commerce in
Germany compared to their European neighbors,
61% of consumers expect to spend more money on
mobile in the coming years.
Advertisers should support this development by
creating an environment around mobile that reﬂects
digital safety and overall security.
Retailers should in this connection also look into how
their app can add a new and fundamental
functionality that enriches the user’s experience. This
instead of – penetrating the German market only for
the sake of being a part of the m-commerce
community.

Key takeaways
It will be more and more important in the year
ahead of us to focus on analyzing the consumer
shopping habits and deliver technology solution
that contribute to a uniﬁed and optimized user
experience.
German consumers express a positive facing
especially towards in-app advertising.
The advertisers job is therefore to use the
knowledge of the consumers to do in-app
advertising at the right time and in the right
context.
Key takeaways
App
Annie
&
Kantar
Retail:
Top
retailers
&
the
app
economy
in
Germany
2014

About Leadmill
Leadmill is an innovative mobile advertising
company with Scandinavian roots but a
worldwide reach that makes it effortless for
advertisers to acquire, engage and retain
unique audiences on mobile.
About Leadmill
Through powerful targeting options and a
ROI focused product suite, we make sure
that brands can interact and build proﬁtable
relationships with customers at all touch
points of their consumer journey.
By aggregating a wide array of handpicked
media partners and networks, Leadmill has
billions of unique impressions available
worldwide for all mobile devices.

Are you ready to win new market
shares in GERMANY?
JOIN US FOR A TALK- NO STRINGS ATTACHED!
E:requests@leadmill.com W: Leadmill.com T: +(45) 36 94 63 74

Germany's Top 15 Retail Apps and Mobile Trends

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