global mobile commerce trends

Global Mobile Commerce Trends

IAB Survey…

According to IAB Global Research, here is a study report of consumer purchase and payment activities that take place on mobile devices across 19 countries of 4 Continents.

22 question surveys was designed and fielded in 19 markets.

All respondents (18 +) were asked the same questions: Items purchased, frequency of purchase, where purchased and how much was spent on mobile (smartphone or tablet) in the past 6 months.

Mobile Commerce Scenario

Respondents Gender and Age wise

Male vs. Female respondents

Respondents from 18+ to 34 and 35 above

Where APAC = Asia Pacific countries

Mobile Internet Users and Purchasing

On average 75% of mobile Internet users have made a purchase

on their smartphone or tablet in the past six months.

31% of Purchasing via Mobile Devices

What percentage of your purchases have made via the following channels?

Share of Total Monthly Purchases by Country

Currently, Turkey and China are the leading markets in terms of the share of mobile purchases.

Regions that purchase product/services via their mobile devices daily, weekly and Yearly.

In APAC Market, China is leading with 47% of purchase.

In Europe, UK is leading with 39% of purchase.

In North America, US is leading with 25% of purchase.

In South America, Brazil is leading with 22% of purchase.

57% have been purchasing on mobile for over a year. Pleasingly,

new adopters are still entering the market.

% of People Satisfied with Mobile App

On average, 80% of mobile purchasers are satisfied and 36% are

extremely satisfied with their mobile purchase experience on country average.

Top 5 most satisfied countries with their mobile purchase experience.

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Why Purchase on smartphone or tablet?

Top 3 reasons to purchase products or services via your

smartphone or tablet.

Purchasing Behaviour

Purchasing on Website or App?

49% respondents shop from retailers’ website or app.

32% respondents shop from auction website or app.

31% respondents shop from brand specific website or app and so on.

Messaging apps & Mobile Commerce

It seems messaging apps would be the future of Mobile

Commerce.

Search Behaviours on Multi-Screen

49% people looking products on mobile or tablet.

Omni-channel Buying Behaviours

51% purchases have been made in a store, whereas 47% people

buy on Mobile or tablets.

In-store Buying Behaviours

49% respondents search for a better price in a store.

Consumer’s Interaction with Mobile Ads

On average, 76% of mobile purchasers have interacted with

mobile ads where 24% doing nothing in the past six months.

Consumer’s Interaction with Mobile Ads

On average, 33% of consumers interested with the ad and

clicked on it to get more info.

Out of 19 countries, only 2 countries (UK & Canada) are

found with the highest product/service purchase rate of 27%.

Consumer’s Interaction with Social Media

More than one third of mobile purchasers share their experience on social media.

Top 3 sharing countries via Social Media

Usage of Mobile Wallet

Top Countries Going Mobile Wallet

8% of mobile purchasers have used mobile wallet to buy

products/services.

APAC market is leading and that rises to 23%.

The countries like China, Norway, UK, Japan and Australia are amongst the top 5 countries having highest adoption of Mobile Wallet.

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States of Mobile Wallet & Purchasing

36% mobile wallet users buy products/services weekly or

more.

86% mobile wallet users are extremely/somewhat satisfied

with their shopping experience.

60% mobile wallet users think that it’s a convenient way of

shopping.

States of Mobile Payment

What do Mobile Wallet users say about mobile payment?

Source: http://www.iab.com

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