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  1. 1. Germany 2015 mobile retail trends
  2. 2. Foreword Germany 2015 mobile retail trends foreword The transformation from e-commerce to m- commerce is well underway and an ever growing number of consumers feel comfortable to use mobile devices for purchase or in the e-commerce decision-making process. With this regard, apps have proven to be an important and effective part of the increasing adaption of m-commerce. Germans currently use retail apps in ways that support their overall shopping experience. Apps that feature special offers or some sort of novelty. Many of the top retailers in Germany have successfully responded to this trend with apps that are characterized with many basic similarities. This also means that the market still holds plenty of opportunities for those who continue to invest in a well thought and innovative mobile strategy. That is why, we in the following pages give you the room to explore the opportunities German market holds for mobile rst retail companies like yours. Enjoy! With more than 51 million (94% of internet users aged 14+) digital consumers in 2014, Germany undoubtedly is in the premier league of worlds most sophisticated and lucrative retail markets. eMarketer:MobileinternetisabigdrawinGermany,2014
  3. 3. The retail market overview Germany 2015 mobile retail trends The market overview It is far from a secret that business to consumer e- commerce revenues are booming in Germany. The new A.T. Kearneys Global Retail E-Commerce Index 2015 identied Germany as Europes second largest online market just behind UK but with almost triple the UKs current growth potential. Even though German consumers are considered to be slow adopters of mobile payments, tendencies show that this will undergo a fast change in the year ahead of us. According to a 2015 study by deals.com, the m- commerce market will grow by approximately 103% to EUR 14.6 billion this year, constituting the biggest growth in Europe after Poland (+130%). Consequently, m-commerce will make up for almost 30% of the German e-commerce turnover in 2015. Germany is home to retails largest single market in the European Union, making the country one of the biggest players in the world. GermanyTrade&Invest:TheE-commercemarketinGermany2015/16
  4. 4. The retail market overview Germany 2015 mobile retail trends The market overview In 2015, companies in Germany are expected to spend $878.8 million USD on mobile and in-app ads. Penetration of mobile devices will climb strongly as consumer condence improves. The German economy has shown strength and is gaining momentum. The shift to mobile is well on its way to help the mobile ad industry boom. About 50% of consumers in Germany now access the web with a smartphone or tablet. eMarketer:GermanyMobileForecast2015
  5. 5. Germany Top retail apps & Their characteristics
  6. 6. The top 15 retail apps Germany 2015 mobile retail trends Top 15 retail apps in Germany 1 432 5 6 7 8 9 10 11 12 13 14 15 AppAnnie&KantarRetail:Topretailers&theappeconomyinGermany2014
  7. 7. The top 15 retail apps Germany 2015 mobile retail trends The previously listed Top 15 Retail apps in Germany have been categorized based on the generated download volume during Q3 and give valuable insights to the opportunities in the German retail market. With this regard, it is worth noticing that some of the top downloaded mobile retail apps in Germany are published by international brands such as Amazon, H&M and Ikea. This can indicate that German consumers are open- minded towards international brands that have the ability to create apps, which make their lives more convenient and easier. Top 15 retail apps in Germany In general retail apps can be divided in two broad categories: 1. Apps that improve or support in-store experiences 2. Apps that support mobile shopping These apps support in-store features such as Information about current offers, barcode and QR scanning, mobile vouchers & coupons, membership accounts or shopping lists. The Top 15 listed retail apps are primarily characterized as those that focus on optimizing the in-store experience. AppAnnie&KantarRetail:Topretailers&theappeconomyinGermany2014
  8. 8. In-store optimization Germany 2015 mobile retail trends Consumers often use the in-store optimization features while on the go or from the comfort of their home, when they have time to research and organize desired products. AppAnnie&KantarRetail:Topretailers&theappeconomyinGermany2014
  9. 9. Preferred retail device Germany 2015 mobile retail trends The preferred retail platform For brands and developers penetrating the German market, it is crucial to know the platform in which retail apps are consumed the most. A Q3 2014 analysis by App Annie shows that while Germany takes advantage of cross-store distribution by publishing both on iOS and Google Play the downloads are not evenly distributed. During Q3 2014, around 70% of the top 25 retail apps download was generated in Google Play. Apps like Tchibo HD and Amazon for Tablets are even specically adapted to Android Tablet. AppAnnie&KantarRetail:Topretailers&theappeconomyinGermany2014 Android apple
  10. 10. Retail app characteristics Germany 2015 mobile retail trends Retail app characteristics Regardless the domination of Google Play, iOS still offers huge opportunities for developers in Germany especially if the app is build for iPhone. The fact is that Germany shows a lower potion of downloads coming from iPads compared to iPhones. During Q3 2014, only 17% of downloads came from iPad. Out of the top 15 retail apps, only about 15% of the ios downloads were generated on ipad devices. The majority of large retailers ios apps 16 out of 25 were designed for iphone exclusively without ipad compatible versions. AppAnnie&KantarRetail:Topretailers&theappeconomyinGermany2014
  11. 11. Germany Mobile retail users 2015 who are they?
  12. 12. The German mobile market is the largest in Europe; with more than 115 million subscribes, which is equivalent to 141% of the population. eMarketer:SmartphonesarealltherageinGermany2014
  13. 13. Mobile retail users 2015 Germany 2015 mobile retail trends 24% 44% ElectronicsClothes & shoes 28% 11% 15% 20% 28% books hobby Furniture 16% 3% 1%17% Mobile buying patterns By gender eMarketer:MobileinternetisabigdrawinGermany,2014 Products that digital buyers in Germany have most recently purchased via Mobile Device by Gender.
  14. 14. Mobile retail users 2015 Germany 2015 mobile retail trends 60+ 18% 45-59 34% 30-44 40% 18-29 40% 18-29 17% 30-44 18% 45-59 17% 60+ 28% Mobile buying patterns By age eMarketer:MobileinternetisabigdrawinGermany,2014 Products that digital buyers in Germany have most recently purchased via Mobile Device by Gender. Clothes & shoes electronics
  15. 15. Mobile retail users 2015 Germany 2015 mobile retail trends 18-29 40% 18-29 40% 18-29 40% 18-29 40% 18-29 18% Mobile buying patterns By age eMarketer:MobileinternetisabigdrawinGermany,2014 30-44 15% 45-59 16% 60+ 16% books hobby
  16. 16. Mobile retail users 2015 Germany 2015 mobile retail trends Mobile buying patterns By age eMarketer:MobileinternetisabigdrawinGermany,2014 18-29 2% 30-44 1% 45-59 3% 60+ 0% Furniture & decorations
  17. 17. Mobile retail users 2015 Germany 2015 mobile retail trends Smartphone internet users By monthly household income eMarketer:MobileinternetisabigdrawinGermany,2014 < 1K 10.6% 5K 5.7% 12.3% 4k-5k 2k-2.5k 14.1% 14.4% 21.0% 21.8% 2.5k-3K 3k-4K 1k-2K
  18. 18. Mobile retail users Germany 2015 mobile retail trends Considering German m-commerce there is no doubt that the most purchased products through mobile are clothes & shoes. At least, 68% of consumers have categorized these items as the most purchased via a mobile device. The Clothes & shoes category is followed by electronics, books, hobby and at last furniture. Mobile retail: Consumer demographics The studies also show that the 18-44 year olds are the most heavy clothing & shoes shoppers in Germany. On the other hand, the 60+ year olds is the consumer group that purchase electronics on mobile devices the most among all other age groups. Females dominate men when it comes to clothes & shoes, books & furniture shopping. Males are most likely to buy apps and computer or video games. eMarketer:MobileinternetisabigdrawinGermany,2014
  19. 19. Germany Mobile advertising
  20. 20. Mobile advertising Germany 2015 mobile retail trends inMobiGermany:Howmobiledevicesarechangingthewaymediaisconsumed2015 66% 32% 22% In-app search Search Engine Video Web Retail Web Others 19% 15% In Germany consumers primarily notice mobile ads during in-app search and on mobile web. 35% 87% 6% of mobile users are as comfortable with mobile advertising as they are with TV or online advertising. noticed mobile ads on their smartphones. of mobile web users frequently click on mobile ads unintentionally
  21. 21. Mobile advertising Germany 2015 mobile retail trends YESHave mobile ads ever influenced you to: 58% 36% 25% 19% 14% 14% Download an application Visit the website of an advertiser Visit the advertiser site to get additional info Buy something via your mobile Locate an advertiser on a map Call the advertiser inMobiGermany:Howmobiledevicesarechangingthewaymediaisconsumed2015
  22. 22. Mobile advertising Germany 2015 mobile retail trends 61% 35% 28% awareness Favorable opinion consideration Introduced you to something new Provided you with better options Helped you nd something nearby 50% Caused you to reconsider a product 25% 19% shopping sale Has mobile advertising ever .. Inuenced your in-store purchase Inuenced you to buy via your mobile inMobiGermany:Howmobiledevicesarechangingthewaymediaisconsumed2015
  23. 23. Mob