Europe M-Commerce Snapshot 2014 code:1074

OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Austria, Czech Republic, France, Germany, Hungary, Italy, Netherlands, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK
Pages: 69
Publication Date: 02/04/2014
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M-Commerce is booming in Europe

According to the new report, (Common Content) mobile shopping is well established in Europe. Western European countries stand high in global ranking in smartphone and tablet penetration. Moreover, of the developed countries worldwide, Sweden and the UK stand next to Asian-Pacific and North American countries regarding mobile shopper penetration. In the global ranking of emerging markets, Russia and Turkey each are in the top five; Russia by smartphone penetration and Turkey by mobile shopper penetration on smartphone owners.

In Central Europe, Germany leads in penetration of smartphone/tablet owners who shop on mobile at least once a week. M-Commerce sales in Germany reached over 10% of the total online retail sales in 2013. In Austria, over a third of online shoppers made purchases via mobile at least once.

The United Kingdom leads the Western Europe region in the share of mobile retail on total B2C E-Commerce sales, with sales from tablets growing faster than sales from smartphones. In France, over a quarter of online shoppers planned to purchase from mobile devices in 2014, while in the Netherlands over 2 million people already engage in mobile shopping. The number of visitors from smartphones to mobile retail websites and applications is one of the fastest growing categories in the mobile web in Italy. In Spain, men are slightly more involved in mobile shopping than women.

In Eastern Europe, a growing share of the 143 million population of Russia is accessing the mobile Internet and mobile shopping is developing. Around a third of mobile Internet users in Russia purchase products from online shops via their devices. In the Czech Republic, over 10% of mobile users have bought goods and services using a mobile device. This percentage is higher among mobile shoppers in Poland, where consumers are also actively using mobile devices to compare prices and check product availability. In Turkey, where mobile Internet already accounts for the largest share of Internet subscriptions, a significant double-digit share of smartphone owners shops via mobile.

Looking at the activity of major players in mobile shopping, Germany-based multi-channel mass merchant Otto Group adopted a new mobile initiative in early 2014, with the aim of generating 50% of online traffic to all its brands through mobile devices. German online clothing retailer Zalando began an upgrade of its mobile application for use in international markets. UK-based fashion online retailer ASOS generated almost a third of its website traffic from mobile devices. In Russia, online retailers such as Ozon see growing traffic from mobile, while online clothing retailers such as Lamoda and KupiVIP have launched mobile applications.

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  1. Management Summary
  2. Global Trends & Comparisons
    • M-Commerce Overview, 2014
    • M-Commerce Trends – Smartphones and Tablets, 2014
    • M-Commerce Trends – Apps and Browsers, 2014
    • Smartphone and Tablet Penetration in Selected Countries, in % of Total Adult Population, 2013
    • Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Developed Markets, May 2013
    • Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Emerging Markets, May 2013
    • Mobile Shopper Penetration, by Online Purchases Made on Tablets and Smartphones, in % of Smartphone and Tablet Owners, by Region, 2013
  3. Europe (Regional)
    • Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Countries, May 2013
  4. Central Europe
    1. Central Europe (Sub-Regional)
      • Mobile Shopping and Related Activities Carried Out Weekly on Mobile, in % of Smartphone or Tablet Users, by Austria, Germany and Switzerland, January 2013
    2. Germany (Top Country)
      • M-Commerce Overview and Trends, 2014
      • M-Commerce Sales, in EUR billion, and Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2012 & 2013
      • Mobile Shoppers Penetration on Smartphone Owners, in %, by Gender, Age Group, Income Group and Total, April 2011, April 2012 and April 2013
      • Mobile Shopper Penetration on Tablet and Smartphone Users, by Gender and Age Group, in %,2012
      • Categories of Products and Services Purchased via Smartphone, in % of Smartphone Users, by Total, Gender and Age Group, 2012
      • Product Categories Purchased via Mobile, by Purchased via Tablet and Smartphone, in % of Mobile Shoppers who Shop on Tablet/Smartphone, January 2014
      • Breakdown of Payment Methods Used in Mobile Shopping via Smartphone, in % of Mobile Shoppers who Purchased and Paid for via Smartphone, April 2011, April 2012 and April 2013
      • Breakdown of Mobile Shoppers who Purchase via Smartphone, by App and Browser Usage for Mobile Shopping, in %, January 2013 & January 2014
    3. Austria
      • Product Categories Purchased via Mobile, in % of Online Shoppers, 2012
    4. Switzerland
      • Product Categories Purchased via Mobile, in % of Online Shoppers, 2012
  5. Western Europe
    1. Western Europe (Sub-Regional)
      • Number of Users Buying via Smartphone in EU5, in millions and in % of Total Smartphone Audience, by Product Category and Total, August 2013
      • Smartphone Users Who Access Online Retail via Smartphones, in millions, and Retail Category Reach on Total Smartphone Audience, in %, by EU5 Countries, August 2013
      • Devices Used for Browsing Online Purchases, in % of Device Owners, by UK, France and Germany, July 2013
      • Devices Used for Making Purchases Online, in % of Device Owners, by UK, France and Germany, July 2013
    2. UK (Top Country)
      • M-Commerce Overview and Trends, 2014
      • M-Commerce Sales, in GBP billions and in % of B2C E-Commerce Sales, 2011-2017f
      • Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q1 2012 – Q4 2013
      • M-Commerce Sales, Excluding Travel and Tickets, by Tablet, Smartphone, Other Mobile Devices and Total, in GBP billion, and in % Year-on-Year Change, 2012-2017f
      • Share of M-Commerce on B2C E-Commerce Sales and Share of Mobile Visits on Total Visits to B2CE-Commerce Websites, in % of Total, 2010 – 2012
      • Mobile Apps Offered by Top 50 Retailers, by Type, in %, and Mobile Optimized Options Offered by Top50 Retailers, in %, June 2013
      • Share of Shopping Done via Mobile Device, by Product Category, in % of Internet Users, September 2013
    3. France (Top Country)
      • M-Commerce Overview and Trends, 2014
      • Mobile Optimized Options Offered by E-Commerce Websites, in %, Q1 2013
      • Top 5 Websites and Applications in M-Commerce, by Number of Unique Visitors and in % Mobile Audience Reach, Q1 2013 – Q3 2013
    4. Italy
      • Top M-Commerce Website and App Categories Visited on Smartphone, by in % Audience Reach and in % Year-on-Year Growth, 3 Months to November 2013
    5. Netherlands
      • M-Commerce Statistics, Incl. M-Commerce Sales, Share on B2C E-Commerce Sales, Number of Mobile Orders, Number of Mobile Shoppers, Breakdown of Devices Used, Product Categories •Purchased, H1 2012 & H1 2013
    6. Spain
      • Activities Following Product Research on Mobile Phone, Incl. Purchase on Mobile Phone, in % of Individuals, by Total , Gender and Age Group, 2013e
  6. Eastern Europe
    1. Russia (Top Country)
      • M-Commerce Overview and Trends, 2014
      • Number of Mobile Internet Users, in millions, December 2012 & December 2013, and Breakdown of Mobile Internet Users, by Gender and Age Group, in %, December 2013
      • Mobile Shopping Activities, by Smartphone and Tablet, in % of Mobile Internet Users on Smartphone/Tablet, May 2013
    2. Czech Republic
      • Mobile Internet Activities, incl. Buying Goods and Services, in % of Mobile Users, 2012
    3. Hungary
      • Breakdown of Devices Used for Online Shopping, in % of Smartphone Users, September 2013
    4. Poland
      • Mobile Shopper Penetration on Online Shoppers, in %, 2012
      • In-Store Activities Carried out on Smartphone, in % of Smartphone Users, 2012
    5. Turkey
      • M-Commerce Overview and Trends, 2014
      • Breakdown of Internet Subscribers, by Connection Type, incl. Mobile, in %, Q3 2013 & Q3 2013
      • Smartphone Owner Penetration, by Gender and Age Group, in % of Individuals, 2013
      • Mobile Shopper Penetration on Smartphone Owners, in %, May 2013
  7. Scandinavia
    1. Scandinavia (Sub-Regional)
      • Mobile Shopper Penetration on Online Shoppers, in %, by Country, January 2013
      • Number of Mobile Shoppers, in millions, by Country, 2012 & 2013
    2. Sweden (Top Country)
      • Shopping-Related Mobile Activities, in % of Mobile Internet Users, March 2013
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