everything you wanted to know about mobile commerce (and mobile retail), but were afraid to ask

@mobilesquared

Everything you wanted to know about mobile commerce, but were afraid to ask

Nick Lane, C.I.A.,mobilesquared

@mobilesquared

Mobile Insight Specialists

Who We Work With

@mobilesquared www.mobilesquared.co.uk

And announcing


A joint venture between mobilesquared and

Dot Media, delivering research and

consultancy services to Dot Media’s global

customer base.

Let us know how we can help you!

Source: mobilesquared MCTwww.mobilesquared.co.uk

Around the UK

@mobilesquared

5%mcommerce

users

12%mcommerce

users

8%mcommerce

users

10%mcommerce

users

6%mcommerce

users

3%mcommerce

users

5%mcommerce

users 7%mcommerce

users

11%mcommerce

users

2%mcommerce

users

13%mcommerce

users

18%mcommerce

users

The user landscape


iPhone users account for 29% of

mcommerce users, which represents 79% of total iPhoners

Android users account for 47%of mcommerce users, which is 49%

of total Androiders

In 2014

35.5 million mcommerce users in 2015

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

50,000,000

2013 2014 2015 2016 2017 2018

Mobile commerce users, total UK

iPhones Android Other Smartphones Featurephones

Exclusive research


The following data is based on research of 1,002

mobile device (smartphone and tablet) users across

the UK aged between 18-64, and mobilesquared’s

ongoing UK mobile market research and insight

Research partner

gmi-mr.com


Our boys

Steps to success


World Cup shoot out


Aiming the ball to the left is expected to increase the chances of scoring

by a factor of 3 compared to a ball aimed in the centre.

Players with fair hair tend have higher chances of scoring compared to

bald or dark haired colleagues

A short run-up to taking the penalty is expected to decrease the

chances of scoring by a factor of e-0.9 to approximately 41% of their chances with a tangible run-up, all else equal.

Aiming high also tends to increase the expected probability of a player

scoring, and those who can stroke the ball into the net using their side foot have an increased expected probability of scoring.


England to win World Cup 25/1

England to get knocked out on penalties 7/1

An mcommerce World Cup?

Source: Expedia


1 millionWill use mcommerce more to not miss matches

1.5 millionWill use mcommerce less to go out and avoid matches

950,000expect to use their mobile device less

1.8 millionExpect to use their mobile more during the World Cup

Relevant ads will score

Source: Expedia


An additional 1.6 million will click on a mobile ad viewed during a World Cup match

850,000 will continue to make the

purchase on their PC/laptop

750,000 will continue to

make the purchase

on their mobile

device

It’s all a bit Hodgson

Source: Expedia


80% claim their mobile usage will not change during the World Cup

that’s

32 millionpeople

Average spend

Source: Expedia


-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know

What is your average mobile device transaction over the last 12 months?

Smartphone Tablet

Average spend (gender)

Source: Expedia


-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know

What is your average smartphone transaction over the last 12 months, gender?

Male Female

Average spend (gender)

Source: Expedia


-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know

What is your average tablet transaction over the last 12 months, gender?

Male Female

Average spend (regional)

Source: Expedia


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know

What is your average mobile device transaction over the last 12 months, region?

North Midlands South

Over the next 12 months

Source: Expedia


15%

45%6%

33%

In the next 12 months, do you think you will be purchasing more or less using your mobile device than now?

More

The Same

Less

I will not be using my mobiledevice to make purchases

Males are more likely

to increase their mobile spend over the next 12

months

Frequency

Source: Expedia


0%

10%

20%

30%

40%

50%

60%

Several times aday

Every day A few times aweek

Once a fortnight Once a month Once every othermonth

Once a year I do not use mymobile device tomake purchases

How often do you use your mobile device to make a purchase?

Smartphone Tablet

Frequency (by device)

Source: Expedia


-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Several times aday

Every day A few times aweek

Once a fortnight Once a month Once every othermonth

Once a year I do not use mymobile device tomake purchases

mpayment frequency by device

Smartphone Tablet

Preparation

Source: Expedia


29%

38%

22%

41%

28%

38%

30%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Use your mobile device to researchproducts and services, but will buy in

store

Use your mobile device to researchproducts and services, but will buy on

your PC

Use your mobile device to researchproducts and services, and will

purchase using your mobile device

None of the above

Before you make a purchase do you...

Male Female

Why?

Source: Expedia


0%

5%

10%

15%

20%

25%

30%

35%

I don't like goingshopping

I browse when Iwatch TV

I would ratherbe doing

something else

In response toan in-app push

notificationalerting me to a

special offer

In response to arelevant mobilead I have seen

In response to arelevant mobile

marketingmessage I have

receive

It is moreconvenient

If I seesomething I likewhen browsing Iwill purchase it

It is a last-minute gift (I

had forgotten tobuy something)

Male Female

Mpayments is convenient and spontaneous

What are people buying

Source: Expedia


-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Groceries Clothes Electricalgoods

DIY Gift vouchers Tickets Holiday Car Other

What items have you purchased using your mobile device?

Total Male Female

Consumers are buying in

Source: Expedia


7%2%

20%

31%

40%

How was your mpayment experience?

I will not be doing so again

Not good

Ok

Good

Excellent

Consumers are buying in

Source: Expedia


7%2%

20%

30%

40%

How was your mpayment experience?

I will not be doing so again

Not good

Ok

Good

Excellent

3.1 million

6.2 million

9.7 million

12.8 million

Clothes shopping

Source: Expedia


12.6 million females have purchased

clothes using a mobile device

39% said their experience was excellent

41% said their experience was good

DIY

Source: Expedia


6.7 million people have purchased

DIY products using a mobile device

51% said their experience was

excellent

36% said their experience was good

Groceries

Source: Expedia


61% of groceries

purchased via a mobile device are by females

36% of females had an

excellent experience

Mobile ‘mobile’ shopping

Source: Expedia & PhoCusWright/Rearden Commerce


17%of tablet users will browse and use

apps while out shopping

41%of smartphone

users will browse

and use apps

while out

shopping

Mobile mobile shopping



Adding in some geo



1.7m males / 1.5m femaleshave clicked on an ad to download a voucher

1.2m males / 0.78m femaleshave clicked on an ad to receive info on a local store

0.73m males / 0.44m femaleshave clicked on an ad providing step-by-step directions

0.7m males / 0.7m femalesYet to click on an ad but will when served relevant ad

Geotargeting success?



84% of people that clicked on an ad to access

directions to the store found the store

78% of people that clicked on an ad regarding a

local store received all the information they needed

69% of people that have clicked on an ad to

download a coupon used the coupon in-store

In-store app usage



0%

10%

20%

30%

40%

50%

60%

70%

To speed up finding theproduct's location in-store

To see if the product isavailable

To see if a discountvoucher is available

To compare the cost ofproducts elsewhere

Do you use apps to help when in the store?

In-Store kiosk



2.4 million used for information

3.3 million used to check stock

1.5 million used to make a purchase

0.8 million used as no mobile coverage

9.6 million not used, but intend to

In-store mobile shopping



14%

37%39%

60%

27%

40%

45%

53%

0%

10%

20%

30%

40%

50%

60%

70%

To speed up finding theproduct's location in-store

To see if the product isavailable

To see if a discount voucheris available

To compare the cost ofproducts elsewhere

Do you use apps to help when in the store?

Smartphone Tablet

In-store mobile shopping



11.8 millionFemales will use their smartphone to compare costs

2.8 millionFemales will use their smartphone to find the product’s in-store location

Almost identical usage for males

Mobile mobile shopping



• Mcommerce is convenient, spontaneous and supplementary(dual screening with TV)

• Mcommerce delivers 24/7 sofa shopping

• 37% of smartphone users their mobile device when shopping

• 40% claim mcommerce experience excellent; 7% never again

• Smartphone users, and to a lesser extent tablet users, are embracing mobile technology to supplement and enhance their shopping experience

•Mcommerce approaching 45 million users by 2018

• England to reach the semis

Want to know more



Register for your copy of the

mRetail white paper

or find out more about the

mRetail Report

please speak to any of the Dot Media or mobilesquared team today

Over to you: Any questions?


[email protected] www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733