Rise of Mobile Commerce Across Europe

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.

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

Providing Analytics For More Than 2,100 Clients Globally
Media

Agencies

Telecom/Mobile

© comScore, Inc.

Financial

Proprietary.

Retail

Travel

CPG

Health

Technology

V0113

3

The mobile shift is happening fast…

© comScore, Inc.

Proprietary.

4

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

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


DE

FR

IT

ES

6

The smartphone has become the ultimate shopping companion…

© comScore, Inc.

Proprietary.

7

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

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


Italy

Spain

France

9

41% of Smartphone Owners Do Shopping Activities With Their Mobile
Device
Access
retail &
m-commerce
sites

SHOPPING ACTIVITIES
 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


Germany

UK

France

10

15% of Smartphone Owners Make Online Payments For Goods and
Services On Their Device
Access
retail &
m-commerce
sites

ONLINE PAYMENTS
 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


Germany

Spain

8%

France

11

Increasingly product awareness and consideration begins on the mobile
phone…

© comScore, Inc.

Proprietary.

12

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

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.


23.1
23.1
16.6
16.6

14

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


15

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


16

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


17

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


18

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


19

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.


20

Rising confidence in mobile online payments leading to more spending
on smartphones…

© comScore, Inc.

Proprietary.

21

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.


22

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.


23

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.


(exc. eBooks)

24

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.


25

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.


27

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.


28

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


55+

29

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


55+

30

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

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.

Rise of Mobile Commerce Across Europe

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (11)

Similaire à Rise of Mobile Commerce Across Europe

Similaire à Rise of Mobile Commerce Across Europe (20)

Plus de Philippe Dumont

Plus de Philippe Dumont (20)

Dernier

Dernier (20)

Rise of Mobile Commerce Across Europe