Asia-Pacific among the Global Leaders in M-Commerce
Globally, M-Commerce is recording high double and even triple digit growth rates, surpassing the overall online retail market in sales growth. 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 is one of the global leaders last year in terms of usage of mobile for online shopping. Over half of online shoppers there 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 the total online sales topping one-third in the third quarter of 2014. In Japan, young female smartphone users under 30 years old had the highest propensity to shopping on mobile. 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 South East Asia, Singapore was leading in terms of mobile shopper penetration last year, followed by Indonesia.