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Asia-Pacific M-Commerce Snapshot 2015

Asia-Pacificl M-Commerce Snapshot 2015

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.


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 & 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 & 2014
Share of M-Commerce on Total E-Commerce Sales, in %, 2014e & 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

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