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Global M-Commerce 2015: Smartphones & Tablets

Global M-Commerce 2015: Smartphones & Tablets

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.


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
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 EU5, by Smartphone and Tablet, in % of Internet Users, by Country, 2014e
Share of M-Commerce on Total B2C E-Commerce Sales in the EU7, 2014e & 2018f
5.2. UK
M-Commerce Sales, by Device, in GBP billion, 2012 - 2018f
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2012-2018f
M-Commerce Sales, in GBP billion, Q1 2014 - Q3 2014
Breakdown of M-Commerce Sales, by Smartphones and Tablets, in %, Q4 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q1 2013 - Q4 2014
Retail Websites/Applications Accessed via Smartphone, in % of Smartphone Owners, March 2014
Retail Websites and Applications Accessed via Smartphone, by Mobile Website and Mobile Application, in % of Smartphone Owners Accessing, March 2014
5.3. Germany
Mobile Shopper Penetration, by Age and Gender, in % of Online Shoppers, 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2013
Breakdown of the Last M-Commerce Purchase, by Product Categories, in % of Mobile Shoppers, August 2014
Devices Used in M-Commerce, in % of Mobile Shoppers, August 2014
5.4. France
Mobile Shopper Penetration, by Tablet and Smartphone, in % of Online Shoppers Who Own Tablet/Smartphone, 2013 & 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2014
Products Purchased in M-Commerce via Smartphones, in % of Mobile Shoppers, 2014 & 2015f
5.5. Russia
Number of Mobile Shoppers, in millions, 2012 & 2013
Number of Mobile Shoppers, by Smartphone and Tablet, in millions, 2013 & 2014
M-Commerce Sales, in USD billion, 2013 & 2014e
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2013 & 2014e
Mobile Shopper Penetration, in % of Smartphone Owners, by Size of City of Location, 2014
5.6. Italy
M-Commerce Sales from Smartphones, in EUR billion, 2013 & 2014
Share of M-Commerce from Smartphones on Total B2C E-Commerce Sales, in %, 2014e
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2014e
5.7. Spain
Mobile Shopper Penetration, in % of Internet Users, 2011 - 2013
M-Commerce Sales, in EUR billion, 2013 & 2014e
5.8. Netherlands
M-Commerce Sales, in EUR million, H2 2012, H1 2013, H2 2013
Breakdown of M-Commerce Sales, by Smartphones and Tablets, in % and in EUR million, H2 2013
Share of M-Commerce on Total B2C E-Commerce Sales, in %, H2 2013
5.9. Turkey
Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014
Breakdown of Online Spending, by Device, incl. Mobile, in %, 12 Months to October 2014
5.10. Poland
Smartphone Penetration by Age Group, in % of Internet Users, May 2013 & May 2014
Mobile Shopper Penetration on Smartphone Owners, in %, May 2014
Devices Used for Shopping Online, in % of Online Shoppers, March 2014
5.11. Sweden
Devices Used for Shopping Online, in % of Online Shoppers, Q3 2014
6. Latin America
6.1. Regional
Devices Owned, in % of Surveyed Consumers, by Argentina, Brazil and Mexico, March 2014
Activities Carried Out on Smartphones at Least Weekly, incl. Purchase, in % of Smartphone Users, by Argentina, Brazil and Mexico, March 2014
Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, by Argentina, Brazil and Mexico, March 2014
6.2. Brazil
Mobile Internet Penetration, in % of Mobile Phone Users, 2010 - 2013
Share of Mobile Device Owners Who Shopped on Mobile Devices at Least Once, in %, June 2013 & June 2014
Share of M-Commerce Sales on Total B2C E-Commerce Sales, in %, June 2013, December 2013, June 2014
Share of M-Commerce Made via Smartphones on Total B2C E-Commerce Sales, by Category of Online Retailer, in %, July 2014
Devices Used for Online Shopping, in % of Mobile Device Owners, June 2014
Way Used to Shop on Mobile Devices, in % of Mobile Device Owners, June 2014
Breakdown of M-Commerce Transactions, by Product Categories, in %, H1 2014
Product and Services to Buy in M-Commerce, by Category, in % of Mobile Device Owners, June 2014
6.3. Mexico
Devices Used to Access Internet, in % of Internet Users, 2013
Devices Used for Shopping Online, in % of Online Shoppers, March 2014
Breakdown of B2C E-Commerce Sales, by Device, in % and in MXN billion, July 2014
Breakdown of Mobile Shoppers, by Age Group, by Shopping on Smartphone and Tablet, July 2014
Barriers to Mobile Purchase, in % of Online Shoppers who Own Tablet/Smartphone, June 2014
6.4. Argentina
Devices Used for Shopping Online, in % of Online Shoppers, 2014
Devices Used to Access Internet, by Primary and Secondary, in % of Individuals, 2013
7. Middle East & Africa
7.1. Regional
Mobile Phone Users, in millions, and Penetration, in % of Population, by Countries in the Middle East and Africa, incl. Saudi Arabia and UAE, Ranked by Penetration in 2014, 2013 - 2018f
Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Countries in Middle East and Africa, incl. Saudi Arabia and UAE, Ranked by Penetration in 2014, 2013 - 2018f
Devices Used to Access the Internet in MENA, in % of Internet Users, April 2014
7.2. Middle East
7.2.1. UAE
Share of Online Shoppers Buying or Browsing and Buying via Mobile Phones, in %, March 2014
Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
M-Commerce Sales, in AED million, 2013 & 2014
7.2.2. Saudi Arabia
Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
Number of Mobile Broadband Subscriptions, in millions and in % of Population, 2010 - 2013 & Q2 2014
7.2.3. Israel
Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
7.2.4. Qatar
Devices Used to Connect to the Internet, in % of Internet Users, 2012 & 2013
Mobile Shopper Penetration, in % of Banked Internet Users, 2013
7.3. Africa
7.3.1. South Africa
Smartphone Penetration, in % of Mobile Phone Owners, and Share of Internet Users Using Smartphones to Access the Internet, in %, June 2014
Share of Smartphone Users Purchasing via Mobile, in %, June 2014
Share of Mobile Shoppers on Active Mobile Internet Users, in %, 2012 & 2013
7.3.2. Nigeria
Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
7.3.3. Egypt
Share of Mobile Internet Users on Total Internet Users, in %, Q3 2013 – Q3 2014
Share of Mobile Internet Users Comparing Prices and Product Reviews Online while Being in Store, by Total Mobile Internet Users and Smartphone Users, September 2014
7.3.4. Morocco
Share of Mobile Phone Users who Made a Purchase or Payment via Mobile Phone, in %, and Type of Purchase or Payment Made via Mobile Phone, in %, November 2014

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