Mobile – The Power oftheVirtual World · Mobile – The Power oftheVirtual World. 2 The company Founded in 1995 Specialization in research for interactive media Market research

http://www.fittkaumaass.de

Internet Consulting & Research Services

Fittkau & Maaß Consulting

Susanne FittkauFittkau & Maaß Consulting

ITB Hospitality DayBerlin, 7 March 2013

Mobile –

The Power of the Virtual World

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The company

� Founded in 1995

� Specialization in research for interactive media

� Market research for controlling and optimizing internet strategies,websites, webshops and online advertising

The customers

� Major companies and market leaders from numerous market sectors

� Throughout Germany and Europe, as well as globally operating companies

Fittkau & Maaß ConsultingInternet pioneer and specialist for digital research

http://www.fittkaumaass.de

Selected customers

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3http://www.fittkaumaass.de

Share of smartphone owners still varies across countries

Source: Google - our mobile planet

Base: Total Population

Survey period: January - March 2012

Smartphone penetration in selected countries

60,3%

54,3%

52,2%

50,9%

50,7%

43,5%

42,7%

38,2%

33,1%

28,3%

27,9%

26,5%

19,6%

19,6%

13,8%

Saudi Arabia

Norway

Australia

United Kingdom

Sweden

USA

Switzerland

France

China

Germany

Italy

Egypt

Japan

Mexico

Brazil

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4http://www.fittkaumaass.de

Mobile shopping: A global phenomenon

Source: Google - Our mobile planet

Base: Smartphone owners

Survey period: January – March 2012

Purchase made on smartphone in the past month

77%

71%

68%

63%

60%

59%

59%

59%

59%

56%

56%

54%

54%

51%

49%

China

Egypt

USA

Italy

Australia

France

Germany

Japan

Sweden

Switzerland

UK

Brazil

Mexico

Norway

Saudi Arabia

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Trips and tickets are popular among mobile customers

Source: W3B Report »Mobile Commerce«

Base: Smartphone users who already purchased via internet on their smartphone

selected items

Product/service bought on smartphone at last purchase

17,0%

16,8%

13,8%

5,7%

4,8%

3,7%

3,6%

3,3%

3,2%

2,8%

2,8%

2,5%

2,1%

1,7%

1,5%

1,4%

1,2%

1,1%

1,0%

plane/railway ticketsmartphone app

bookfashion

musictravel arrangement, hotel room

music CD/DVD/Blue­raysmartphone game

computer and video gamesfilm (DVD, Blu­ray)

event ticketcomputer hardware and software

toysmedicine

consumer electronicscosmetics

household appliancearticles

mobile phone/ telephone

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Almost 4 out of 10 purchases are made at home

Source: W3B Report »Mobile Commerce«

Base: Smartphone users who already purchased via internet on their smartphone

Location when purchased products on smartphone the last time

21,8%

10,5%

7,6%

2,8%

23,1%

8,6%

7,1%

7,2%

3,9%

7,3%

on­the­go

while waiting (e.g. station)

in public transport

café or restaurant

home, on the sofa

home, elsewhere

home, in bed

at work

at a social gathering

somewhere else

18 % elsewhere

43 % to go

39 % at home

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For shopping: Apps are used more frequently than mobile websites

Source: W3B Report »Mobile Commerce«

Base: Smartphone users who already purchased via internet on their smartphone

Channel of distribution when purchased on smartphone the last time

mobile

website

43,0%

shopping­

App

49,0%

don´t know

8,0%

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Railway Apps are very popular

Source: W3B Report »Mobile Commerce«

Base: Smartphone owners

Benchmarking Travel­Apps

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37,9%

13,9%

12,5%

10,4%

3,0%

24,0%

37,8%

30,8%

31,0%

31,6%

12,6%

16,6%

16,8%

17,0%

17,8%

25,5%

31,7%

40,0%

41,6%

47,6%

regular users

»I know it but I don´t use it.«

»I don´t know it but I am interested«

»I don´t know it and I´m not interested«

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http://www.fittkaumaass.de

Internet Consulting & Research Services

Fittkau & Maaß Consulting

Fittkau & Maaß Consulting GmbH

Internet Consulting & Research Services

Gänsemarkt 31

20354 Hamburg

Telephone (+49) 040–30100770

Telefax (+49) 040–30100770

[email protected]

http://www.fittkaumaass.de

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