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 MCT
www.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 million
Will use mcommerce more to not miss matches
1.5 million
Will use mcommerce less to go out and avoid matches
950,000
expect to use their mobile device less
1.8 million
Expect 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 mobile
device 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 a
day
Every day A few times a
week
Once a fortnight Once a month Once every other
month
Once a year I do not use my
mobile device to
make 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 a
day
Every day A few times a
week
Once a fortnight Once a month Once every other
month
Once a year I do not use my
mobile device to
make 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 research
products and services, but will buy in
store
products and services, but will buy on
your PC
products 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 going
shopping
I browse when I
watch TV
I would rather
be doing
something else
In response to
an in-app push
notification
alerting me to a
special offer
In response to a
relevant mobile
ad I have seen
In response to a
relevant mobile
marketing
message I have
receive
It is more
convenient
If I see
something I like
when browsing I
will purchase it
It is a last-
minute gift (I
had forgotten to
buy 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 Electrical
goods
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 females
have clicked on an ad to download a voucher
have clicked on an ad to receive info on a local store
have clicked on an ad providing step-by-step directions
Yet 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 the
product's location in-store
To see if the product is
available
To see if a discount
voucher is available
To compare the cost of
products 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 the
product's location in-store
To see if the product is
available
To see if a discount voucher
is available
To compare the cost of
products elsewhere
Do you use apps to help when in the store?
Smartphone Tablet

In-store mobile shopping
11.8 million
Females will use their smartphone to compare costs
2.8 million
Females 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?
nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733

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