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Asia-Pacific M-Commerce 2017

Asia-Pacific M-Commerce 2017

yStats.com’s new report: The quickly developing field of M-Commerce propelled by Asia-Pacific

The new yStats.com report highlights how as of 2016, Asia-Pacific had the highest number of mobile Internet connections, smartphone users and the highest rate of mobile shopper penetration worldwide, making it the global leader in the field of M-Commerce. Close to half of Internet users there made mobile purchases, almost a double digit percentage over the global average. Nevertheless, room for growth prevails, especially as online purchasing via messaging apps becomes more popular.

China leads both Asia-Pacific and the world regarding mobile shopper penetration. The yStats.com report underlines how over three-quarters of online shoppers in China have a minimum of one mobile shopping app, the most popular being Taobao, Tmall and JD.com. South Korea is also a top mobile shopping player. M-Commerce exceeded 50% of online retail sales over the last year, stemming from a nearly 100% smartphone penetration rate in specific age groups. India has long overcome this milestone, with mobile shopping also being a future potential interest for over half of non-mobile buyers.

Following the same trend, the Southeast Asian countries of Indonesia, Malaysia, Thailand, Vietnam and the Philippines already utilize mobile devices to access the Internet and make purchases. Indonesia is a prime example where almost all Internet users connected to the Internet through a mobile device as well as that out of those who completed digital purchases, two in three used smartphones to do so in 2016. The yStats.com report also reveals a contrast to these trends in that Japan’s smartphone penetration rate is merely over one-half of mobile users, leaving the share of mobile sales lower in comparison with other emerging markets in the same region.


1. Management Summary
2. Global Developments
Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Region, 2011 – 2016e
Number of Smartphone Connections, in millions, by Region, 2010-2021f
M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
Mobile Share of Total B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February 2017
3. China
Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2016
Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2016
M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 – 2020f
Ways Used to Access E-Commerce Websites, in % of Online Shoppers, 2016
Mobile Shopping Apps Installed, in % of Online Shoppers, 2016
Breakdown of Number of Mobile Shopping Apps Used, in %, 2015
Share of WeChat Users Who Have Shopped from WeChat, in %, and Breakdown of Channels Used for Shopping from WeChat, in %, January 2016
4. Japan
Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f
M-Commerce Sales, in JPY trillion, and Share of Total B2C E-Commerce Sales, in %, 2015 & 2016
M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f
Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change, in %, May 2016
5. South Korea
Smartphone Penetration by Age Group, in % of Individuals, Q3 2016
Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016
Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016
M-Commerce Share of B2C E-Commerce Sales, in %, 2016
M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
M-Commerce Sales by Product Category, in KRW billion, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016
Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
6. Australia
Smartphone Penetration, in % of Adults, June 2015 and June 2016
Frequency of Mobile Shopping, in % of Mobile Shoppers, August 2016
Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016
Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
7. India
Smartphone Users, in millions, 2016e & 2020f
Breakdown of Online Spending by Mobile and Desktop/PC, in %, May 2016
M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the Future Among Non-Mobile Shoppers, in %, 2016
Breakdown of Mobile Shoppers by Preferring Mobile Apps and Mobile Websites for Shopping Through Mobile Phone, 2016
8. Indonesia
Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016
Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016
Share of Mobile Connected Device Owners Who Purchase via Mobile Device and Who Use a Mobile App to Make a Purchase, in %, Q1 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
9. Thailand
Smartphone Penetration, in % of Individuals, 2012-2016
Devices Used to Access the Internet, in % of Internet Users, Q1 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
Top Smartphone Activities, incl. “Purchase”, in % of Internet Users, October 2015
Share of Internet Users Conducting Selected E-Commerce Activities via Mobile Devices Compared to Computers, in %, May 2016
M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f
10. Singapore
M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f
Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
M-Commerce Share of B2C E-Commerce Sales, in %, 2011 - 2015
Average M-Commerce Share of Online Spending, in %, 2016
Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016
11. Malaysia
Devices Used to Access the Internet, in % of Internet Users, 2015
Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March 2016
Share of Online Shoppers Buying via Smartphones, in %, November 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f
12. Vietnam
Mobile 3G Connections, in millions, 2013 –2016
Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
Devices Used for Online Shopping, in % of Online Shoppers, August 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
13. Philippines
Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f
Breakdown of Internet Traffic, by Device, in %, April 2016 & April 2017
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016

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