© comScore, Inc. Proprietary.
The Rise Of The 3Ms: m-Retail, m-Commerce & m-Payments
MMA Forum: Mobile and the Path to Purchase 11 November 2013 | London
Hesham Al-Jehani, Product Manager Mobile Europe | comScore [email protected]
© comScore, Inc. Proprietary. 2
comScore is a leading internet technology company that
provides Analytics for a Digital World™
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Employees 1,000+
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Global Coverage Measurement from 172 Countries; 44 Markets Reported
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Big Data Over 1.5 Trillion Digital Interactions Captured Monthly
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Providing Analytics For More Than 2,100 Clients Globally
Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology
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The mobile shift is happening fast…
© comScore, Inc. Proprietary. 5
The Smartphone Majority Has Arrived: Penetration in EU5 at 64%
YoY Growth of 23%
in EU 5 and
Germany leading
the surge
74%
60%
60% 71%
60%
18%
21%
22%
25%
30%
UK
Italy
France
Spain
Germany
Smartphone Penetration
Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Year-on-Year smartphone
growth by country
© comScore, Inc. Proprietary. 6 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Rapid Rise of Tablet Ownership to 44 Million Units In EU5
Almost a Third of Smartphone Owners Use Tablets
0
5
10
15
20
25
30
35
40
45
Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-12 Feb-13 May-13 Aug-13
Total Market
iPads
+237%
Tablet ownership 2 year trend to Aug 2013
(millions)
+145%
13.8
9.0
8.0 7.8 7.1
UK DE FR IT ES
Tablet ownership by market
(millions)
© comScore, Inc. Proprietary. 7
The smartphone has become the ultimate shopping companion…
© comScore, Inc. Proprietary. 8
Three Distinct Shopping and Transactional Behaviours Have Emerged
Using Mobile Phones Across The EU5 Region
m-Retail accessing retail sites, researching products
/ prices
m-Payments paying for
goods at POS
m-Commerce Making online
purchases
© comScore, Inc. Proprietary. 9 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
40% of Smartphone Owners Access Mobile Retail & m-Commerce
Sites Across EU5
Access to
retail &
m-commerce
sites
RETAIL & M-COMMERCE SITES
25% YoY growth across EU5
UK & Germany leading markets
47%
44%
40% 38%
30%
16%
31% 34%
32%
17%
UK Germany Italy Spain France
Penetration YoY Growth
© comScore, Inc. Proprietary. 10 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
41% of Smartphone Owners Do Shopping Activities With Their Mobile
Device
Access
retail &
m-commerce
sites
Shop using
Smartphone
SHOPPING ACTIVITIES
24% YoY growth across EU5
Spain and Italy leading Markets
60%
44% 40%
31% 31%
16%
38%
30% 29%
11%
Spain Italy Germany UK France
Penetration YoY Growth
© comScore, Inc. Proprietary. 11 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
15% of Smartphone Owners Make Online Payments For Goods and
Services On Their Device
Access
retail &
m-commerce
sites
Shop using
Smartphone
Make
online
purchases
20% 17%
15%
10% 8%
29%
45%
49%
40%
20%
UK Italy Germany Spain France
Penetration YoY Growth
ONLINE PAYMENTS
37% YoY growth across EU5
UK and Italy leading markets
© comScore, Inc. Proprietary. 12
Increasingly product awareness and consideration begins on the mobile
phone…
© comScore, Inc. Proprietary. 13
Source: comScore MMX Multi-Platform ™, August 2013, UK, 6+
MMX MP includes PC browsing, PC video streams, mobile browsing & apps (on-network only for
untagged apps), tablet browsing & apps for tagged sites & apps
UK Insights: Retail Sites Enjoy An Average 15% Uplift in Audience
Reach Through Mobile
Top UK retail online sites: share of PC and mobile access
59%
66%
68%
59%
62%
70%
77%
61%
9%
8%
10%
16%
14%
10%
13%
24%
32%
26%
22%
26%
24%
20%
10%
15%
Boots
John Lewis
Asda
Tesco
Argos
Apple
eBay
Amazon
PC Only PC & Mobile Mobile Only
© comScore, Inc. Proprietary. 14
1.7
3.0
3.2
16.6
23.1
Apple
Argos
Ikea
eBay
Amazon
Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Mobile Retail Sites Accessed By 19% of Smartphone Base and
Growing 46% YoY Across EU5
Retail sites
26% 26% 16%
11% 10%
30%
48%
60%
83%
42%
UK Germany Italy Spain France
Penetration Growth
Total reach of top 5 retail sites across EU5
(millions)
1.7
3.0
3.2
16.6
23.1
Apple
Argos
Ikea
eBay
Amazon
© comScore, Inc. Proprietary. 15 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Entertainment Listings Sites Accessed By 18% of Smartphone Base
and Growing 28% YoY Across EU5
Retail sites
Entertainment
Listings
Total reach of top 5 Entertainment Listing sites across EU5
(millions)
22% 20% 18% 17%
12%
31%
18%
49%
19%
28%
Spain UK Italy France Germany
Penetration Growth
1.8
2.4
2.4
3.8
3.8
Coming Soon
Cineworld
AlloCiné
IMDB
© comScore, Inc. Proprietary. 16 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Auctions & Classifieds Accessed By 16% of Smartphone Base and
Growing 32% YoY Across EU5
Retail sites
Auctions &
Classifieds
Total reach of top 5 Auction/Classified sites across EU5
(millions)
25% 23%
12% 9% 7%
22%
40% 37%
43%
24%
UK Germany Italy Spain France
Penetration Growth
0.7
0.9
1.8
1.9
23.3
PriceMinister
Auto Trader
AutoScout24
Gumtree
eBay
Entertainment
Listings
© comScore, Inc. Proprietary. 17 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Price & Product Comparison Sites Accessed By 12% of Smartphone
Base and Growing 38% YoY Across EU5
Retail sites
Price Comparison Total reach of top 5 Price Comparison sites across EU5
(millions)
16% 15% 12% 10% 7%
59%
43%
23%
37%
27%
Italy Germany UK Spain France
Penetration Growth
1.2
1.6
2.3
2.4
2.6
Idealo
Billiger
Kelkoo
Ciao
Trovaprezzi
Entertainment
Listings
Auctions &
Classifieds
© comScore, Inc. Proprietary. 18 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Travel Sites Accessed By 10% of Smartphone Base and Growing 35%
YoY Across EU5
Retail sites
Travel
Total reach of top 5 Travel sites across EU5
(millions)
15% 13% 9% 8% 7%
41%
33% 29%
42%
24%
Italy Spain UK Germany France
Penetration Growth
1.3
2.4
2.9
3.5
4.3
Atrapalo
eDreams
Lastminute.com
Expedia
Booking.com
Entertainment
Listings
Auctions &
Classifieds
Price
Comparison
© comScore, Inc. Proprietary. 19 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Deal-A-Day Sites Accessed By 10% of Smartphone Base and Growing
29% YoY Across EU5
Retail sites
Deal-A-Day
Total reach of top 5 Deal-A-Day sites across EU5
(millions)
16% 11% 10%
7% 6%
46%
33%
14%
43%
7%
Italy Spain UK Germany France
Penetration Growth
1.2
1.3
3.6
3.9
11.0
Glamoo
Privalia
LivingSocial
Groupalia
Groupon
Entertainment
Listings
Auctions &
Classifieds
Price
Comparison
Travel
© comScore, Inc. Proprietary. 20 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
25-34 Year Olds Represent A Quarter of Those That Access Retail And
m-Commerce Sites
Retail sites
Deal-A-Day
Entertainment
Listings
Auctions &
Classifieds
Price Comparison
Travel
4.4 8.8 13.2 11.4 7.9 7.5
4.6 8.4 11.7 9.1 6.2 6.8
AGE 13-17 18-24 25-34 35-44 45-54 55+
53 %
47 %
Demographic profile of smartphone users that
access retail and m-commerce sites
© comScore, Inc. Proprietary. 21
Rising confidence in mobile online payments leading to more spending
on smartphones…
© comScore, Inc. Proprietary. 22 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Majority Spend Up To €200 Across Euro Currency Markets
7%
16%
23%
22%
13%
19%
Germany
12%
19%
22% 18%
11%
18%
Italy
9%
15%
22%
22%
12%
20%
France
Monthly spend on smartphone online purchases
9%
14%
22%
21%
14%
20%
Spain
€20 or less
€21 - €50
€51 - €100
€101 - €200
€201 - €300
Over €300
© comScore, Inc. Proprietary. 23 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
In the UK Majority Spending Up to £100
Monthly spend on mobile online purchases
13%
26%
24%
12%
8%
17%
UK
£20 or less
£21 - £50
£51 - £100
£101 - £150
£151 - £200
Over £200
© comScore, Inc. Proprietary. 24 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Clothing & Accessories Largest Mobile Purchase Categories
Across EU5
26% Electronics /
Appliances
Top purchase categories (% of total mobile purchaser base)
37% Clothing &
Accessories
24% Tickets
15% Meals
Delivered
18% Personal Care
13% Groceries
26% Books (exc. eBooks)
16% Daily Deals
11% Sports Gear
© comScore, Inc. Proprietary. 25 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
57% of Smartphone Purchasers Are Male And 25-34 Year Old Largest
Age Segment
3.2 9.6 16.3 12.8 8.4 6.8
2.8 7.7 12.4 9.4 5.2 5.4
AGE 13-17 18-24 25-34 35-44 45-54 55+
57 %
43 %
Profile of those who purchase goods and services on their smartphone
© comScore, Inc. Proprietary. 26
The smartphone is driving footfall and shaping shopping behaviour
in-store
© comScore, Inc. Proprietary. 27 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Finding a Store And Comparing Prices Are the Most Popular Shopping
Activities on Smartphones
12%
14%
15%
16%
17%
21%
Checked Product Availability
Made Shopping Lists
Found Coupons/Deals
Researched Product
Compared Product Prices
Found Store Location
Shopping with smartphones EU5 (% of base)
© comScore, Inc. Proprietary. 28 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Most In-Store Smartphone Shoppers are Taking and Sending Photos
of Products
2%
3%
5%
5%
7%
8%
11%
14%
14%
24%
Purchased goods online
Checked product availability
Found coupon
Researched product
Found store location
Compared prices
Scanned barcode
Texted or called someone
Sent photo of product
Took photos
In-store shopping activities with smartphones EU5 (% of base)
17% of mobile
online purchases
take place in-store
© comScore, Inc. Proprietary. 29 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Different Shopping Activities Reveal Different Types Of Shoppers
3.5 9.3 17.3 14.7 9.1 7.5
2.9 6.6 10.6 8.5 4.7 5.4
AGE 13-17 18-24 25-34 35-44 45-54 55+
61 %
39 %
Demographic profile of in-store shoppers
3.5 7.6 8.6 7.6 6.4 8.0
5.3 11.0 11.7 9.8 8.6 12.0
AGE 13-17 18-24 25-34 35-44 45-54 55+
42 %
58 %
Those who compare prices - ‘showroomers’ Those who text or call someone about
product
© comScore, Inc. Proprietary. 30 Source: MobiLens™.
Data based on 3 month moving average to Aug 2013
Different Shopping Activities Reveal Different Types Of Shoppers
4.0 10.0 14.0 13.0 10.0 11.0
3.0 6.0 8.0 8.0 6.0 7.0
AGE 13-17 18-24 25-34 35-44 45-54 55+
62 %
38 %
Demographic profile of in-store shoppers
3.0 7.0 9.0 9.0 6.0 7.0
6.0 11.0 12.0 10.0 8.0 12.0
AGE 13-17 18-24 25-34 35-44 45-54 55+
41 %
59 %
Those who scan bar codes Those who take or send photos of products
to friends/family
© comScore, Inc. Proprietary. 31 Source: Custom Research
Based on April 2013 data
The UK POS Mobile Payments Market Showing Small Shoots But
Remains Relatively Small
Point of Sale Mobile Payments
0.4 million conduct
NFC mobile transaction
using smartphones
0.6 million conduct app
bar code transactions
using smartphones
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