Let’s do some shopping through a mobile app! Western Europe finally catching up
Recently I have
been researching information on mobile internet usage and associated with that
shopping through mobile apps within Western Europe with a special emphasis on
UK. As a European residing in London, I am very much happy to hear that we are
finally catching up with the States in the field of m-commerce. Please find
below some key facts and figures on m-commerce for UK and other Western
European countries:
- Mobile Internet access will overtake desktop PC by 2014 reaching 1,800 MM users. This is expected to further grow reaching 2,000 MM Mobile Internet Users vs. 1,700 Desktop Internet Users in 2015 (Morgan Stanley, April 12, 2010) [i]
- In 2009 online sales accounted for 68EUR billion and are
estimated to grow by 11% reaching 114EUR billion in 2014 (Forrester,
Western European Online Retail Forecast 2009-214). On average, Western
Europeans spent in 2009 approximately €483 per person whereas in 2014 they
are expected to increase these amount to €601 per person.
- The number of UK smartphone users doubled between 2008 and 2010 from 5.5 million in 2008 to 12.8 million in 2010 (At. T. Kearnay Inc., The Internet Economy in the United Kingdom)[ii]. 87% of mobile devices that accounted for Website Traffic in September 2010 were represented by iPhone, iPad, Android and Blackberry (Tecmark Research, February 2011)[iii]
- Consumers are more willing to finalize their purchases as both basket abandonment and checkout abandonment dropped. Number of consumers who did not check out declined by 5% (1Q 2010) from Q1 reaching 32% in Q2 of 2011 and the basket abandonment rate dropped by 4% reaching 59% at the end of the year. (Capgemini E-ratail Index)[iv]
- Overall there were 20.76 million mobile commerce users within the UK. Overall, 37% spending are up to 100 GBP vs. 11% are willing to spend up to 1,000 GBP. With 35 million mobile commerce users London has the most potential.
- Traffic to brand.com website through mobile phones increased by 7% from 2009 reaching 8.09% in 2011.iPhone traffic accounts for more than half of all mobile traffic. (Tecmark Research, February 2011)[v]
- There were 19.97 million UK mobile internet users in 2010. By the end of 2012 a growth of 33% is expected. This will account for 27.68 million. Number of smartphones in 2010 was equivalent to 59% whereas by 2012 this number is further expected to grow reaching 78% (mobile squared, 2010)[vi]
- 28% of leisure travelers, who perform travel related-activities via mobile Web, use mobile websites to do so whereas 72% use some a combination of mobile websites and applications. Apple users engage themselves in 5.7 travel-related activities per year whereas Blackberry ones are less engaged and they perform in 4.5 times per year. (New Media Trend Watch, March 2012 [vii]
Have a good day,
Best regards,
Natalia
References:
[i] http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf,
Internet Trends, Morgan Stanley, April 14, 2010, accessed on 12/03/2012
[ii] http://www.atkearney.com/index.php/Publications/the-internet-economy-in-the-united-kingdom.html,
The Internet Economy in the United Kingdom, A.T. Kearney, accessed on
12/03/2012
[iii] http://www.tecmark.co.uk/wp-content/uploads/2011/03/Tecmark-Mobile-Internet-research-paper.pdf,
Mobile Web Device Trends, Tecmark, February 2011, accessed on 12/03/2012
[iv] http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=6127&specificPageType=5&pageTemplate=7,
Average Percentage of Sales over Mobile Jump from 0.4% to 3.3%, IMRG The Voice
of Retail, October 21, 2011, accessed on 12/02/2012
[v] http://www.tecmark.co.uk/wp-content/uploads/2011/03/Tecmark-Mobile-Internet-research-paper.pdf,
Mobile Web Device Trends, Tecmark, February 2011, accessed on 12/03/2012
[vi] http://www.mobilesquared.co.uk/pdfs/mobile_market_trends_uk.pdf,
Mobile Market Trends: UK, Data to engage with consumers, 2010-2012, accessed on
12/03/2012
[vii] http://www.newmediatrendwatch.com/world-overview/91-online-travel-market?start=1,
Online Travel Market, New Media Trend Watch, March 7, 2012, accessed on
12/03/2012
Good data
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