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Global M-Commerce 2015: Smartphones & Tablets

  • March 2015
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 137 pages

Global M-Commerce Sales Growth Outpaces Total B2C E-Commerce

While computers remain the device most used for shopping online, mobile has become a close second. Smartphones and tablets are the favorite mobile devices to use in M-Commerce, with their frequency of usage being close, though tablets are significantly ahead of smartphones in terms of sales generation globally. Another important trend is that apps are preferred for mobile shopping over mobile browsers.

Furthermore, the power of mobile devices in retail has gone beyond the pure online shopping. Consumers worldwide are using their mobile phones while in-store to compare prices, scan quick response codes and make purchases. This fusion of mobile and physical is in line with the general omnichannel trend that has formed on the global retail market.

Asia-Pacific and the Middle East and Africa were the global leaders last year in terms of usage of mobile for online shopping. Over half of online shoppers in these regions made purchases via mobile devices. In South Korea, close to a third of shoppers did so on a weekly basis, with the share of M-Commerce on total online sales topping one-third in the third quarter of 2014. In China, the number of mobile shoppers grew to more than two hundred millions, while in India the share of mobile shoppers on online buyers in the cities increased from just over 20% to more than a half. Meanwhile, in the Middle East & Africa, M-Commerce sales in the UAE grew at a triple-digit rate in 2014, and in South Africa close to a third of smartphone users already had experience with mobile shopping.

In the USA, the share of M-Commerce sales via smartphones was below that of tablets and is forecasted to decrease in the coming years. A similar trend is observed in the UK. Both in Germany and France the share of M-Commerce was a small double-digit figure, while in Russia M-Commerce sales were estimated to double last year and in Brazil they reached double-digit share of sales of large online merchants.

E-Commerce companies worldwide benefit from the boom in M-Commerce growth, with shares of mobile sales at double-digit figures. Amazon and eBay saw over 60% of their total traffic from mobile devices during the last holiday shopping season, while China-based E-Commerce giant Alibaba increased the mobile gross merchandise value on its marketplaces by more than three times.

Table Of Contents

Global M-Commerce 2015: Smartphones and Tablets
1. Management Summary

2. Global
- M-Commerce Overview and Trends, March 2015
- Breakdown of Frequency of Mobile Purchase, by Smartphone and Tablet, in % of Online Shoppers, September 2014
- App and Browser Usage for Mobile Shopping, in % of Mobile Shoppers, November 2014
- Mobile Broadband Subscriptions per 100 Inhabitants, by Regions, 2014
- Share of Online Shoppers Using Mobile Phones to Shop Online, by Regions, in %, March 2014
- Share of Smartphone Users Who Make Purchases via Smartphone at Least Once a Week, in %, by Selected Countries, March 2014
- Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
- Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
- M-Commerce Overview and Trends, March 2015

3. Asia-Pacific

3.1. Regional
- Smartphone User Penetration, in % of Population, 2012 - 2018f
- Mobile Shopper Penetration, by Selected Countries in South East Asia, in % of Smartphone Users, July 2014
- Devices Most Used for Online Shopping, incl. Mobile, by Selected Countries in South East Asia, Compared to Global Average, in % of Online Shoppers, Q1 2014

3.2. China
- Number of Mobile Internet Users, in millions and in % of Total Internet Users, 2010 - 2014
- Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 - 2014
- M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, 2011-2015f
- Share of M-Commerce on Total E-Commerce Sales, in %, 2011-2017f
- M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, 2011-2017f
- Share of M-Commerce on Total E-Commerce Sales, in %, 2011-2017f
- Breakdown of the M-Commerce Sales, by Players, in %, Q3 2014e

3.3. Japan
- Mobile Device Ownership, by Smartphone and Tablet, in % of Households, 2010 - 2013
- Mobile Shopper Penetration, in % of Smartphone Users, August 2014
- Mobile Shopper Penetration, in % of Smartphone Users, by Age and Gender, August 2014

3.4. South Korea
- M-Commerce Sales, in KRW trillion, Q1 2013 - Q3 2014
- Share of M-Commerce on Total E-Commerce Sales, in %, Q1 2013 - Q3 2014
- Breakdown of M-Commerce Sales by Product Categories, in KRW billion, Q1 2014 - Q3 2014
- Breakdown of E-Commerce Utilization, by Device, in %, by Age Groups, September 2014

3.5. Australia
- Mobile Shopper Penetration, in % of Individuals, 2014e
- M-Commerce Sales, in AUD billion, 2014 and 2019f
- Breakdown of M-Commerce Sales, by Categories, in % and in AUD billion, 2014e

3.6. India
- Mobile Shopper Penetration, in % of Urban Online Shoppers, 2012 and 2014
- Share of M-Commerce on Total E-Commerce Sales, in %, 2014e and 2017f
- Most Popular M-Commerce Applications, by Provider, in million Installs, December 2014e

3.7. Indonesia
- Devices Most Used for Online Shopping, incl. Mobile, in % of Online Shoppers, Q1 2014

3.8. Philippines
- Product Categories Purchased via Mobile Phones, in % of Mobile Internet Users, June 2014

4. North America

4.1. USA
- M-Commerce Activities Carried Out In-Store, in % of Mobile Phone Users, 2014
- M-Commerce Sales, Excluding Travel and Tickets, in USD billion, and in % Year-on-Year Change, 2012-2018f
- Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2012-2018f
- M-Commerce Sales from Smartphones, Excluding Travel and Tickets, in USD billion, and in % Year-on-Year Change, 2012-2018f
- Share of M-Commerce on Total E-Commerce Sales, in %, Q2 2012 - Q2 2014

4.2. Canada
- Devices Used for Shopping Online, incl. Mobile, by Age Group, in % of Internet Users, July 2014
- Breakdown of Online Spending, by Device, incl. Mobile, in %, 12 Months to November 2014

5. Europe

5.1. Regional
- Online Shopper Penetration in the EU

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