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A consumer insight – How m-commerce usage has evolved in the run up to Christmas 2010
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A consumer insight – How m-commerce
usage has evolved in the run up to Christmas
2010
Alex Kozloff, Mobile Manager, IAB
A consumer insight - How m-commerce usage
has evolved in the run up to Christmas 2010
Agenda
What we knew about M Commerce in 2010
M Commerce in Christmas 2010
Outlook for the future of
MCommerce
1 2
3
WHAT WE KNEW ABOUT MCOMMERCE IN
2010
UK penetration of M-Commerce
45,000,000
Mobile phone users aged 18+ in UK
26,545,000
mobile media users (59%)
22,950,000
use M-Commerce
(51%)
Mobile Media • Downloaded and used a mobile app
Downloaded a ringtone, music track,
• Used social media
• Accessed the internet / any website
• Purchased a product or a service
M-Commerce • Used mobile for research for
purchasing
• Used mobile for enhancing a
purchasing experience
• Paid for something on mobile straight
to bill
• Paid for something on mobile via
card/bank/paypal
Source: IAB Consumer M-Commerce Study October 2010, Comscore August 2010
Base = All mobile users (1039)
MOBILE RESEARCH- 43%
Used your mobile to
check prices of products /
services whilst, or before,
going shopping (36%)
Used your mobile phone
to find shop location /
opening hours / contact
details (40%)
Used mobile phone to get
more info about product /
service you are thinking
about buying (35%)
Used coupons or
vouchers on mobile
phone to get money off
products /services (21%)
M-Commerce definition & usage
levels
EXPERIENCE ENHANCEMENT- 35%
Used your mobile phone to keep
updated on something you have
purchased eg stock availability,
flight status (28%)
Used your mobile phone for loyalty
schemes, eg Tesco Clubcard
(17%)
Used your mobile phone as a ticket
for events or travel eg British
Airways, Orange Wednesdays
(23%)
Paid for a product / service /
donation by texting a short
number that is often 5 or 6
digits long eg 63336 (21%)
Paid for a product / service /
donation from your phone bill
by entering your phone
number, eg payforit (13%)
Paid for a product / service /
donation from your phone bill
using premium voice (12%)
Paid to download a piece of
content to your phone bill eg
ringtone / application / game
(32%)
PURCHASING DIRECT TO BILL- 37%
PURCHASING CARD/ BANK DETAILS-27%
Used a website on your mobile to
buy something (eg M&S, Amazon)
(19%)
Used an application on your mobile
phone to buy something (eg
Ocado, Ebay etc) (15%)
Bought an application though an
app store, eg Itunes, Nokia Ovi,
Google Marketplace (21%)
(21%)
Consumers find mobile convenient- and ease of
use is key for purchasing
47%
42%
33%
32%
29%
26%
25%
11%
11%
7%
out and about
the easiest way of doing it
it provides me with useful info*
spontaneous / impulsive decision
means I don't have to carry so much stuff*
no other online access
experimentation
it's the only way of doing it
knows where you are - more relevant info*
felt like the most secure way
average across all four commerce areas (where the same question was asked)
Why did you use your mobile for researching/buying?
Source: IAB Consumer M-Commerce Study October 2010
Base: All respondents who are involved in each area of M Commerce
* Indicates this options was only asked of one area of M-Commerce
Those who find
researching easy
are 16% more likely to make
a purchase than
those who don’t
We thought Xmas 2010 might be big
The IMRG
predicted in
Christmas 2010
almost 20% of the
£6.4 billion due to
be spent online will
be spent via
mobile devices.
Source: IMRG December 2010
We thought Xmas 2010 might be big
Tesco Direct
predicted one in ten
UK shoppers will do
their online
Christmas shopping
from a phone rather
than a computer in
2010.
Source: Tesco Survey, November 2010
M COMMERCE IN CHRISTMAS 2010
Mobile is a large part of „E
Commerce‟
30.2m people
visited commerce
sites on the fixed line
internet in December
2010
6.3m people
visited commerce
sites on the mobile
internet in December
2010
Mobile makes
up
17%of
the total E
Commerce
audience
(duplicated)
6.3M visits to the retail category in
December 2010
1.6M 805,000
736,000 544,000 344,000
250,000 246,000 240,000
1.6M
Source: Comscore GSMA December 2010
Ebay‟s gives an example of growth of
M Commerce in the UK over 2010
JAN ‘10 FEB ‘10 MAR ‘10 APR ‘10 MAY ‘10 JUN ‘10 JUL ‘10 AUG ‘10 SEP ‘10 OCT ‘10 NOV ‘10 DEC ‘10
$4m
Source: Ebay
Ebay‟s “Mobile Sunday”, where $3.3m
(£2.1) was spent on Ebay UK
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
40000000
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$
ebay
Source: Ebay
What sold on “Mobile Sunday” on
Ebay?
* Percentage of Gross Merchandise (GMB) based on all categories displayed in the infographic
Source: Ebay
ASOS
generated £1m
worth of sales
on it‟s mobile
site in
December
2010
Source: NMA 21/1/2011
Consumers turning to mobile for sale
shopping
Usablenet's UK mobile
platform- whose clients
include John Lewis,
ASOS, JD Sports,
M&S, Next and Tesco
experienced
an average increase
in traffic of
300% during the
Christmas weekend
Source: Econsultancy 6/1/2011
This is of huge importnance for
advertising
According to
Adfonic mobile
clicks increased
by 400% on the
12th of December
compared to the
beginning of the
month.
Source: Adfonic 2011
OUTLOOK FOR THE FUTURE OF
MCOMMERCE
Mobile commerce is perceived as an business
opportunity in mobile
0%
94%
6%
0%
79%
21%
0%
92%
8%
Threat Opportunity Not sure
Do you see mobile commerce as a threat or an opportunity to your organisation?
Sector 1
Sector 2
Sector 3
• (e)/Retailer
• Brand Owner
•Agency
• Media Owner
• Content Provider
• Service Provider
• Solution Provider
• Technology Developer
• Aggregator
• Network Operator
• Other Source: IAB / AIME/ IMRG mobile commerce research
n = Sector 1 -45, sector 2- 47, sector 3- 49
41% of retailers expect to have a transactional
site/app within the next year
8%
24%
19%
16%
An application / Mobile specific website which is fully transactionalwith credit, debit or alternative
(Sector 1): Which of the following mobile commerce solutions do you offer?
Never expect to operate
Expected to start after 2 years
Expected to start in 1 - 2 years
Expected to start within 12 months
Operate at the moment
SECTOR 1
• (e)/Retailer
• Brand Owner
Source: IAB / AIME/ IMRG mobile commerce research
n = Sector 1 -45,
0
5
10
15
20
25
30
35
40
Sep
-09
Oct-
09
No
v-0
9
De
c-0
9
Jan-1
0
Feb-1
0
Mar-
10
Apr-
10
May-1
0
Jun-1
0
Ju
l-10
Aug
-10
Sep
-10
Oct-
10
No
v-1
0
De
c-1
0
%
Smartphone penetration will continue
to grow
Source: Comscore 3 month rolling average
Japan gives us an insight into the
future..
In Japan, mobile
commerce exceeded
$10bn in 2009.
Source: ABI Research 2011, Comscore Feb 2011
9.8 million Japanese
mobile subscribers used
their mobile wallet to
make a purchase in Dec
2010
Analysts predict
that by 2014
almost half of
global mobile
subscribers will
pay for goods and
services by mobile
Source: Juniper Research April 2010
SUMMARY
Summary
• We knew Christmas 2010 would be big for M
Commerce, as 51% of the UK were already using M
Commerce in October 2010
• Mobile was big business for retailers in Christmas
2010- Ebay sold £2.1m‟s worth of goods via mobile
properties in the UK along in one day.
• M Commerce will only grow in the future as retailers
continue to invest in mobile, and UK smartphone
penetration rises.