This document provides a summary of global mobile and m-commerce trends in 2011. It covers mobile and m-commerce trends for 42 countries worldwide. Some key findings are that m-commerce sales in the US are expected to increase tenfold between 2010 and 2014, and that in Germany over 20% of smartphone owners used their phone frequently for product information in 2010. The document also provides country-specific mobile and m-commerce statistics and trends for regions including North America, Latin America, and Europe.

1. Global Mobile and M-Commerce Trends 2011
May 2011
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RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
e
merc
-Com
and M
al M obile
Glob 1
s 201
Trend
May 2011
Publication Date
May 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
185
Covered Countries
Canada, USA, Argentina, Brazil, Chile, Colombia, Mexico, Venezuela, Austria, Belgium,
Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway,
Poland, Russia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK, Ukraine, Australia, China,
India, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, South Africa, UAE
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2. Global Mobile and M-Commerce Trends 2011
Key Findings
Covering Mobile and M-Commerce Trends for 42 Countries worldwide
• In the US, M-Commerce sales are expected to increase tenfold between 2010 and 2014. Furthermore, the
number of mobile Internet users is expected to reach more than 100 million in 2011, approximately one third
of the total population.
• In Germany, M-Commerce is also predicted to boom. More than 20% of smartphone owners used their
phone frequently for product information in 2010.
• M-Commerce sales in the UK are expected to more than double in the next three years. In 2009, 2% of the
British population used their mobile to shop online, while approximately one third had Internet on their
mobile device.
• In France, nearly 10% of consumers used M-Commerce in 2010. Moreover, one fourth of mobile Internet
users have purchased a product with their mobile phone online in the first half of 2010.
• In December 2010, nearly 10% of the total mobile audience in Japan accessed Retail Sites with their mobile
phones.
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3. Global Mobile and M-Commerce Trends 2011
Table of Contents (1 of 5)
1. GLOBAL 2. NORTH AMERICA (cont.)
• M-Commerce Forecast for US and Europe, by USA (Top Country) (cont.)
Product Category, in %, 2011f
• M-Commerce Forecast for US and Europe, by • Share of People who use M-Commerce, by Age
Age Group, in %, 2011 Group, in %, 2009
• Mobile Payment Transaction Volume worldwide, • Top 10 Mobile Categories accessed via
in USD billion, 2010 & 2014f Applications, by total Audience, in thousands and
Growth vs. April 2009, in %, April 2010
• Share of People who have used the Mobile Phone
in the last 6 Months to make a Purchase, Asia vs. • Fastest growing Mobile Categories by total
US & Europe, in %, 2010 Audience Growth in %, December 2010 vs.
December 2009
• Share of People who have ever used the Mobile
Phone for certain Activities, Asia vs. US & Europe, • Purchased Products by US Mobile Users, in %,
in %, 2010 2009 & 2010
• Number of Smartphones in Circulation, in • Products purchased via Mobile, in %, in the 12
thousand, 2010 including the US, EU5, Italy, UK, Months to February 2011
Germany, Spain & France
• Products purchased via Mobile by Age, in %, in
• Mobile Broadband Users and Penetration, in the 6 Months to February 2011
millions and %, in the Top 5 Countries, by mobile
Broadband Subscribers, Q2 2010 • Products purchased via Mobile by Gender, in %, in
the 6 Months to February 2011
• Top Mobile Shopping Trends, 2010
• Average Weekly Time spent on Mobile Shopping
• M-Commerce Sales of eBay, in USD billion, Websites and Mobile Shopping Apps, in %, 2010
2009 & 2010
• Average Spend on Consumer Goods purchased via
Mobile Devices, in %, in the 12 Months to February
2011
• Frequency of Mobile Purchases, in %, in the 12
2. NORTH AMERICA Months to February 2011
• Features considered most important when
Canada purchasing Products on Mobile Website or App,
in %, February 2011
• General M-Commerce Trends, 2010 • Mobile Web Audience by Age, in %, July 2009
• Most purchased Product Categories by Mobile • Share of Consumers who favor Mobile Payment
Shoppers, in %, 2010 over traditional Payment Forms, in %, 2010
• Amount that Smartphone Owners are willing to
spend on Products bought via M-Commerce, by
USA (Top Country) Phone Type, in %, Q3 2009
• Shopping-related Smartphone Activities of US
• M-Commerce Sales, in USD billion, 2009-2015f Smartphone Owners, in %, Q3 2009
• M-Commerce Trends, 2011 • Mobile Phone Behavior, Users of certain Features
• M-Commerce Opportunities for Retailers, 2010 as % of total Mobile Audience, Oct.-Dec. 2010
• M-Commerce Features used by Multichannel • Smartphone Penetration, in % of all Mobile
Retailers, in %, February 2010 Subscribers, Q4 2009-Q3 2010
• Top Mobile Activities by % Share of total Mobile
• Mobile Social Network Users, in millions and
Users, 3 Months prior to December 2010 Growth in %, 2009-2015f
• Development of Mobile Internet Users (million) • M-Commerce Sales Information for Steve Madden,
and their Percentage of Country Population, eBay and Marriott Hotels, 2010
2008-2014f • Mobile Payment Activities of Visa, 2011
• M-Commerce Usage by affluent Customers, by
• M-Commerce Activities of Expedia, 2011
Frequency in %, March 2010
• M-Commerce Activities of Foot Locker, 2011
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4. Global Mobile and M-Commerce Trends 2011
Table of Contents (2 of 5)
3. LATIN AMERICA 4. EUROPE
Regional Regional
• Mobile Phone Penetration and Mobile Broadband • Top Mobile Activities by % Share of total Mobile
Penetration for 18 Latin American Countries, in %, Users in the EU5, October-December 2010
2009
• Fastest growing Mobile Categories in the EU5, by
• Number of Mobile Phone Users, in millions, and total Audience Growth in %, December 2010 vs.
Penetration in %, 2009-2015f December 2009
• Mobile Phone User Penetration by Country, in %, • Mobile Phone Behavior, Users of certain Features
2009-2015f as % of total Mobile Audience, December 2010
• Share of Consumers who favor Mobile Payment
over traditional Payment Forms, in %, 2010
Argentina • Penetration of Mobile Phone Owners, Penetration
Rate for Mobile Media Usage among Mobile Phone
• Mobile Phone Penetration and Mobile Broadband Users, UK vs. France, Spain and Poland, in %,
Penetration, in %, 2009 2010
• Mobile Internet Users by Country, in % of
Population, 2006-2010
Brazil • Mobile Internet Users in the EU5 (France,
Germany, Italy, Spain & UK), in million, and
Penetration in %, 2009-2015f
• Share of Consumers who favor Mobile Payment
over traditional Payment Forms, in %, 2010
Austria
Chile
• Smartphone Penetration, in %, 2010 & 2015f
• Mobile Phone Penetration and Mobile Broadband
Penetration, in %, 2009 • Mobile Internet Users, in % of the Population,
2006-2010
Colombia
• Mobile Phone Penetration and Mobile Broadband
Belgium
Penetration, in %, 2009
• Mobile Internet Users, in % of the Population,
2006-2010
• Internet Usage via mobile Phones, by Age Groups,
Mexico in %, 2010
• Mobile Phone Penetration and Mobile Broadband
Penetration, in %, 2009
Czech Republic
Venezuela
• Internet Usage via mobile Phones, by Age Groups,
in %, 2010
• Mobile Phone Penetration and Mobile Broadband
Penetration, in %, 2009
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5. Global Mobile and M-Commerce Trends 2011
Table of Contents (3 of 5)
4. EUROPE (cont.) 4. EUROPE (cont.)
Denmark Greece
• Share of Online Shoppers who made a Purchase • Mobile Internet Users, in % of the Population,
through their Mobile Phones; Denmark vs. Nordic 2007-2010
Region Average, in %, 2009
• Internet Usage via mobile Phones, by Age Groups,
• Share of Online Shoppers who consider purchasing in %, 2010
Products via Mobile Phones; Denmark vs. Nordic
Region Average, in %, 2009
Ireland
• Reasons for not using Mobile Phones for Internet
Shopping, in %, 2009
• Internet Usage via mobile Phones, by Age Groups,
in %, 2010
Finland
Italy
• Share of Online Shoppers who made a Purchase
through their Mobile Phones; Finland vs. Nordic
Region Average, in %, 2009 • General M-Commerce Trends, 2010
• Share of Online Shoppers who consider purchasing • Mobile Activities of Online Shops, in %, 2010
Products via Mobile Phones; Finland vs. Nordic
Region Average, in %, 2009
Netherlands
• Reasons for not using Mobile Phones for Internet
Shopping, in %, 2009 • Experience of Consumers with M-Commerce, in %,
2009
France (Top Country) • Type of Products Consumers are prepared to buy
with their Mobile Phones, in %, 2009
• Share of Consumers who use M-Commerce, in %,
April 2010 • Things Retailers could do to make it more likely
for Consumers to shop with their Mobile Phone,
• Share of Mobile Internet Users who purchased a in %, 2009
Product with their Mobile Phone, in %, in the 6
Months to May 2010 • Mobile Internet Users, in % of the Population,
2006-2010
• Most purchased Product Categories by Mobile
Shoppers, in %, 2010
• Experience of Consumers with M-Commerce, in %,
Norway
2009
• Share of Online Shoppers who made a Purchase
• Type of Products Consumers are prepared to buy through their Mobile Phones; Norway vs. Nordic
with their Mobile Phones, in %, 2009 Region Average, in %, 2009
• Things Retailers could do to make it more likely for • Share of Online Shoppers who consider purchasing
Consumers to shop with Mobile Phone, in %, 2009 Products via Mobile Phones; Norway vs. Nordic
Region Average, in %, 2009
Germany (Top Country) • Reasons for not using Mobile Phones for Internet
Shopping, in %, 2009
• M-Commerce Sales Outlook, in EUR billion, 2014f • Internet and Mobile Broadband Access by
Household Type, Household Income, Gender, Age
• Share of Consumers who use M-Commerce, in %, and Employment Situation, in %, Q2 2010
April 2010
• Most purchased Product Categories by Mobile
Shoppers, in %, 2010 Poland
• Frequently used M-Commerce Features, by
Smartphone Users in %, 2010 • Mobile Internet Users, in % of the Population,
2007-2010
• Breakdown of Online Shops, by Mobile Sites, in %,
2010 • Internet Usage via mobile Phones, by Age Groups,
in %, 2010
• Internet Use by Cell Phone, including Transactions
(e.g. Online Shopping), Functions, Editorial
• Penetration of Mobile Phone Owners, Penetration
Content, Social Media, in millions, 2010 Rate for Mobile Media Usage among Mobile Phone
Users, in %, 2010
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6. Global Mobile and M-Commerce Trends 2011
Table of Contents (4 of 5)
4. EUROPE (cont.) 4. EUROPE (cont.)
Russia UK (Top Country)
• Mobile Internet Key Trends, 2010 • M-Commerce Sales, 2009 & 2013f
• M-Commerce Trends, 2010
Slovakia • Share of Consumers who use M-Commerce, in %,
April 2010
• Internet Usage via mobile Phones, by Age Groups, • Share of Population with Internet on their Mobile
in %, 2010 Phone, and Share of the Population who shopped
on their Mobile, 2009
• Share of Smartphone Users who purchase Goods
Slovenia with Applications, in %, and average Spending in
GBP, April 2011
• Mobile Internet Users, in % of the Population, • Share of Online Buyers who shop via Mobile Phone,
2006-2010 at Home, on the Go, at Work and from a Friend’s
• Internet Usage via mobile Phones, by Age Groups, House, in %, April 2011
in %, 2010 • Share of Smartphone Users who have ever
bought Items with their Mobile, and Share of
Smartphone Owners who expect to do so in the
Spain next 12 Months, in %, April 2011
• Wireless Internet Users, by Type of Device and
• Purchases / Downloads from Mobile Devices in %, Gender, in %, 2010
2009 • Top Mobile Sites by total Minutes spent, in millions,
• Mobile Internet Users by Age and by Gender, in %, December 2010
January 2010 • M-Commerce Products with the fastest expected
Growth, in %, 2011f
Sweden • Two most popular M-Commerce Categories, by
monthly Spending in GBP, April 2011
• Share of Online Shoppers who made a Purchase • M-Commerce Activities of Mobile and Smartphone
through their Mobile Phones; Sweden vs. Nordic Users, in %, May 2010
Region Average, in %, 2009 • Biggest Challenges for M-Commerce, in %, April
• Share of Online Shoppers who consider purchasing 2011
Products via Mobile Phones; Sweden vs. Nordic • 10 strategic Business Aspects for M-Commerce
Region Average, in %, 2009 Sites
• Reasons for not using Mobile Phones for Internet • Retailers’ Opinion towards M-Commerce, 2011
Shopping, in %, 2009 • Mobile Payment Activities of Vodafone, 2011
• Mobile Broadband Trends, 2010
Switzerland Ukraine
• Mobile Internet Usage Trends, 2010 • Mobile Internet Users, in % of Internet Users,
• Mobile Internet Usage from Smartphones, by 2007-H1 2010
Frequency, in %, 2010
• Share of Mobile Internet Users who want to find
Products and Services, and Share of Mobile
Internet Users who want to read User Reviews,
in %, 2010
Turkey 5. ASIA-PACIFIC
• Internet Usage via mobile Phones, by Age Groups,
in %, 2010 Regional
• Share of Mobile Payments on total E-Commerce • Consumers who plan to use M-Commerce within 3
Transactions / most popular Payment Methods, in Months, in %, 2010
%, 2010
• Consumers who favor Mobile Payment over
• Mobile Payment through NFC Technology, traditional Payment Forms, in %, 2010
2010/2011
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7. Global Mobile and M-Commerce Trends 2011
Table of Contents (5 of 5)
5. ASIA-PACIFIC (cont.) 5. ASIA-PACIFIC (cont.)
Australia Singapore
• M-Commerce Trends; including Sales, in AUD • Number of Mobile Shoppers (thousands), Sales
million, 2010 (SGD million) generated through M-Commerce,
and Share of M-Commerce on E-Commerce
• Top 10 Items bought using Mobile Devices, in AUD Sales, 2010
million, 2010
• Share of Online Shoppers who are willing to make
• Top 10 Items Consumers intend to purchase if Purchases with their Mobile Phone, and Share of
they are available for Purchase on Mobile, 2010 High-Income Shoppers who are interested in
• 7 M-Commerce Case Studies, 2010 Mobile Shopping, in %, 2010
China South Korea
• M-Commerce Trends; incl. Estimate for the Mobile • Economic Activities of Mobile Phone Internet Users,
Online Shopping Market, in USD billion, 2010 in % of Mobile Phone Internet Users, 2010
• Activities of Mobile Internet Users, in %, June 2010 • Smartphone Activities of Online Retailers, 2010
• Usage of Mobile Internet Sites, by Category, in %,
Q1 2010 Taiwan
• Mobile Internet Usage Trends, 2010
• Mobile Internet Users, in % of Internet Users,
• Mobile NFC Payment Trends, including Number of 2009-2010
Users, 2010 & 2011f
• Trends about Google-branded Smartphones, 2011
India
Thailand
• Foundation Trends of M-Commerce, 2010
• M-Commerce News of eBay India, 2011 • Share of Respondents, in %, who made a Purchase
with their Mobile Phone in the last 3 Months to
Sep./Oct. 2010, and Share of Respondents, in %,
Japan (Top Country) who plan to do so within the 6 Months from Sep./
Oct 2010
• Top Mobile Activities by % Share of total Mobile
• Top 5 Mobile Shopping Items, in %, 2010
Users, December 2010
• Mobile Phone Behavior, Users of certain Features
as % of total Mobile Audience, December 2010 6. OTHER COUNTRIES
• Location of Mobile Wallet Purchase for Mobile
Users, in millions, December 2010
South Africa
• Mobile Commerce Share of Rakuten’s total
E-Commerce Revenue, in %, Q2 2004-Q2 2009 • Share of Respondents who access the Internet with
their Mobile Phone, in %, 2009-2010
Malaysia • Share of Respondents, in %, who made a Purchase
with their Mobile Phone, Sep./Oct. 2010, and
Share of Respondents, in %, who plan to do so
• Number of Mobile Shoppers (thousands), Sales within the 6 Months from Sep./Oct 2010
(RM million) generated through M-Commerce, and
Share of M-Commerce on E-Commerce Sales, 2010
• Main Activities of Mobile Shoppers, in %, 2010 UAE
• Top 3 Barriers for Mobile Shopping, in %, 2010 • Share of Respondents, in %, who made a Purchase
with their Mobile Phone in the last 3 Months to
Philippines Sep./Oct. 2010, and Share of Respondents, in %,
who plan to do so within the 6 Months from
Sep./Oct 2010
• Information about Mobile Payment Gateway Gcash
and its Products, 2010 • Share of Consumers who access the Internet with
their Mobile Phones, in %, 2010
• Information about Mobile Payment Gateway Smart
Money, 2010 • Top 3 Product Categories purchased via Mobile
Phone, in %, 2010
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8. Global Mobile and M-Commerce Trends 2011
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
TNT Express agreed to acquire a 50% stake in French parcel delivery
company Adrexo Colis to strengthen its position in B2C E-Commerce.
France: E-Commerce Activities of TNT Express and Adrexo Colis, 2010
 TNT Express agreed to acquire a 50 percent stake in French parcel
delivery company Adrexo Colis in a bid to strengthen its position in the
country's fast growing market for e-commerce and business-to-consumer
deliveries.
 The deal, which requires regulatory approval, will allow Netherlands-
based TNT Express and Spir Communication, Adrexo's parent, to speed
up the development of standard home delivery services with 48-hour and
72-hour delivery guarantees across France.
 Adrexo Colis, which has 300 full time employees, delivered 22 million
parcels and generated revenue of $70 million in 2009.
 TNT Express said its 450-strong French sales force will market the new
Adrexo Colis delivery service across France, complementing its own
express services in the country.
 TNT Express has 120 hubs and depots in France serving 620 scheduled
trucking services and 14 daily air connections.
 TNT said the French e-commerce market for products and services was
worth over $33 billion in 2009, an increase of 26 percent on 2008.
 The number of online stores grew 35 percent during the period to
64,100.
Source: Journal of Commerce Online, December 2010
45
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
In 2010, ‘Door-to-Door delivery services’ were the most used delivery
option in South Korean B2C E-Commerce with 92%.
South Korea: Used Delivery Services of B2C E-Commerce Orders, in %, 2009-2010
2009 2010 Year-on-Year Change
Total 100 100 -
Self-run delivery 2.8 2.9 +0.1
Door-to-door
87.0 92.1 +5.1
delivery services
Postal services 1.5 1.2 -0.3
Offline partnership 6.2 2.2 -4.0
Others 2.4 1.6 -0.8
Source: Statistics Korea, March 2011
73
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