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Mobile retail opportunities
A new way to look at the market
by
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends product
Mobile Commercialisationarisms
0
20
40
60
80
100
2011 2012
£ b
il.
E-commerce projections, UK
E-commerce
mobile
-
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
4Q11 3Q12
£
M-commerce potential
One purchase
Multiple purchases
4Q11 = £5.6 billion3Q12 = £6.6 billion
£69 billion in 2011, + 18% in 2012 = £81.42 billion (IMRG estimations + mobileSQUARED data)
NOT ACTUAL MARKET FORECASTS!
Your view of the UK mobile market ...
82.91 million subs22.8 mobile internet users17.9 mobile app users
... & this is ours
In data we trust
We segment the UK mobile subscriptions by:• Advertising• Apps• Internet• Messaging• Commerce
Then by:• Device type• Age• Gender• Location• Socio-economics
And forecast:• 6 quarters out
Our UK view, 1Q2011...
Apps: 6%M-comm: 6%
Mob Int: 5%M-comm: 5%
Mob Int: 12%M-comm: 9%
Mob Int: 19%Apps: 18%
M-comm: 22%
Apps: 7%M-comm: 7%
Mob Int: 2%Apps: 2%
Mob Int: 10%M-comm: 10%
Mob Int: 11%M-comm: 12%
Apps: 1%M-comm: 1%
Mob Int: 5%Apps: 5%
M-comm: 5%
Apps: 14%M-comm: 16%
Mob Int: 7%M-comm: 5%
Investing in Android yet?
2.4 millionNumber of Android mobile internet
users in 2Q2011
439,693
107,207
24,670
Forgotten the featurephone massive?
7.2 millionNumber of featurephone mobile internet
users in 2Q2011
904,794498,673
1,092,142
Total m-commerce users, by device
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
M-commerce users by device
Non-smartphone
Other smartphones
Android
iPhone
14.5 millionUsers of m-commerce in 1Q2011
19.2 millionUsers of m-commerce in 3Q2012
72%of m-commerce users on smartphones in 3Q2012
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
M-commerce: iPhone vs Android
iPhone 18 - 24
Android 18 - 24
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
M-commerce: iPhone vs Android
iPhone 25 - 34
Android 25 - 34
Demographics
Android m-commerce usage will overtake iPhone in 4Q2013
What is the iPhone’s appeal?
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
iPhone m-commerce activity, by age
55 - 64
45 - 54
35 - 44
25 - 34
18 - 24
25-34 y.o.s: largest m-commerce users and will experience most growth18-24 y.o.s are the next largest demographic group for m-commerce
Central, 3Q12 2.1million
responsive to mobile
advertising
47%increase in app users
1Q11-3Q12
3,799,533Total number of mobile internet users
Mobile internet users by device
iPhone
Android
Other smartphones
Total featurephones
Total legacy phones
Total
M-Commerce by device
iPhone
Android
Other smartphones
Total featurephones
Total legacy
Conclusion
iPhone will remain the largest device-type for m-commerce.Discount featurephones at your peril
Largest demographic group for m-commerce will be 25-34 y.o.s– 32% (1Q2011) & 43% in (3Q2012)
Smallest demographic group for m-commerce will be 55-64 y.o.s – 6% (1Q2011) & 8% in (3Q2012)
Regions with the greatest propensity for m-commerce: London, Central & Granada
Nick LaneChief strategy [email protected]+44 118 979 5339