The Role of Mobile in Online Shopping and Buying

Transcription

1 20 maggio 2014, Milano Gian Fulgoni Co-Founder and Chairman Emeritus. The Role of Mobile in Online Shopping and Buying

2 Data sourced from comscore s global panel of 2 million Internet users 2 Million Person Panel 360 View of Person Behavior Online & Offline Buying Transactions Media & Video Consumption Web Visiting & Search Behavior PANEL Online Advertising Exposure Advertising Effectiveness Demographics, Lifestyles & Attitudes Mobile Internet Usage & Behavior

3 The Smartphone Majority Has Arrived: Penetration in EU5 at 71% Year-on-Year smartphone growth by country Smartphone Penetration of Mobile Devices Italy Germany 21% 25% 75% 67% 67% YoY Growth of 23% in EU 5 and Germany leading the surge Spain 19% 69% France 16% 81% UK 14%

4 Two Distinct Shopping and Buying Behaviors Have Emerged Using Smartphones Across the EU5 Region m-shopping Accessing online sites, researching products / prices m-buying Making online purchases using a mobile device

5 Retail Sites Accessed by 24% of Smartphone Owners and Growing 42% Y/Y Across EU5 Retail sites Penetration Growth Y/Y 73% 50% 33% 34% 30% 32% 25% 15% 14% 37% UK Germany Italy Spain France Total reach of top 5 retail sites across EU5 (millions of people) Amazon 31,0 ebay 21,3 IKEA 4,4 Argos 4,0 Subito.it 2,6

6 Auctions & Classifieds Accessed by 19% of Smartphone Owners and Growing 30% Y/Y Across EU5 Penetration Growth Y/Y 51% Auctions & Classifieds 28% 24% 26% 25% 17% 37% 34% 11% 9% UK Germany Italy Spain France Total reach of top 5 Auction/Classified sites across EU5 (millions of people) ebay Gumtree Auto Trader AutoScout24 Mobile.de 2,4 1,0 0,9 0,9 28,2

7 Price & Product Comparison Sites Accessed by 15% of Smartphone Owners and Growing 36% Y/Y Across EU5 Penetration Growth Y/Y 61% 22% 37% 26% 26% 16% 15% 13% 10% 32% Price Comparison Italy Germany UK Spain France Total reach of top 5 Price Comparison sites across EU5 (millions of people) Trovaprezzi.it Ciao Kelkoo Billiger Yahoo 1,5 2,0 2,6 2,8 4,1

8 Travel Sites Accessed by 12% of Smartphone Owners and Growing 41% Y/Y Across EU5 R e t a i l s i t e s Penetration 56% Growth Y/Y 40% 41% 28% 18% 14% 12% 9% 9% 38% Italy Spain UK Germany France Travel Booking.com TripAdvisor Expedia trivago Lastminute.com Total reach of top 5 Travel sites across EU5 (millions of people) 3,2 3,9 4,1 5,0 5,4

9 Deal-a-Day Sites Accessed by 13% of Smartphone Owners and Growing 33% Y/Y Across EU5 R e t a i l s i t e s Penetration 50% Growth Y/Y 35% 22% 28% 13% 13% 18% 9% 7% 23% Italy UK Spain France Germany Total reach of top 5 Deal-a-Day sites across EU5 (millions of people) Groupon 13,7 Groupalia 4,5 LivingSocial 3,7 Deal-a-Day Privalia Glamoo 1,5 1,4

10 17% of Smartphone Owners in EU5 Purchase Goods and Services on Their Smartphone Device at Least Once a Month Online Buying 42% Y/Y growth across EU5 UK and Italy leading markets 70% Penetration Growth Y/Y 34% 36% 40% 30% 23% 21% 18% 12% 10% UK Italy Germany Spain France

11 Clothing & Accessories is the Category Purchased by Most People Using a Smartphone Across EU5 Top purchased categories (% of smartphone owners who made at least one monthly purchase) 38% Clothing & Accessories 26% Electronics / Appliances 26% Books (exc. ebooks) 22% Tickets 19% Personal Care 14% Gift Certificates 13% Daily Deals 13% Meals Delivered 13% Children s Toys

12 54% of Smartphone Purchasers Across EU5 are Male, and Year- Olds are the Largest Age Segment EU5 profile of those who purchase goods and services on their smartphone 54 % 46 % 3,1 8,6 14,6 12,0 8,6 7,5 2,7 8,0 13,1 10,2 6,5 5,2 AGE

13 Learning from the U.S.

14 Mobile, especially smartphones, has become the primary medium for consumers to engage with retail brands online Total Minutes (MM) Spent in Retail Category by Platform Source: comscore Media Metrix and Mobile Metrix, U.S., Feb-2013 Mar % % 80% 15% 19% % 60% 37% 43% % % 30% 20% 47% 38% 10% 0 0% mar-2013 mar-2014 Desktop Smartphone Tablet Desktop Smartphone Tablet

15 A significant percentage of top retailers audiences are multi-platform & mobile-only; but wide variation among mobile app vs. browser splits, with pure plays relying heavily on apps Amazon Sites Selected Leading Retailers: Total U.S. Digital Population Unique Visitors (000) by Platform Source: comscore Media Metrix Multi-Platform, U.S., March % 31% 29% 164M % of Time Spent Browser vs. App Source: comscore Mobile Metrix, U.S., March % Browser 71% App ebay Apple.com Sites Wal-Mart Target Corp. 35% 11% 53% 34% 28% 37% 25% 15% 60% 44% 17% 39% 44M 56M 104M 90M 29% <1% 71% 99% 76% 24% 26% 74% Best Buy Sites 51% 39% 25M 89% 11% Sears.com 44% 47% 21M 78% 22% Etsy.com 49% 38% 21M 64% 36% The Home Depot 57% 34% 20M 84% 16% Macy's 53% 35% 18M 83% 17% Desktop Only Desktop + Mobile Mobile Only

16 Mobile commerce, which reached $7.3 billion, accounted for nearly 12% of total digital dollars in Q1 m-commerce Share of Total e-commerce Dollars Source: comscore m-commerce Measurement 9,8% 11,3% 10,5% 11,7% 11,5% 10,8% 8,8% 9,0% 9,3% 8,1% 8,6% 5,8% 6,6% 1,8% 2,4% 3,6% Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q1 2014

17 In terms of discretionary spending, m-commerce growth is still outpacing e-commerce & bricks-and-mortar +25% Q Y/Y Retail Spending Growth by Channel Source: Dept. of Commerce, comscore e-commerce & m-commerce Measurement +23% +20% +15% +12% +10% +5% +0% +1% Total Discretionary Retail E-Commerce M-Commerce

18 Because there are more phones than tablets, phones account for 6 in 10 mobile dollars spent. However, tablet buyers do show a higher spending per buyer Share of m-commerce Spending ($) by Platform Source: comscore m-commerce Measurement, U.S., Q Phone Total m-commerce Spending ($) per Buyer by Platform Source: comscore m-commerce Measurement, U.S., Q $193 $243 Tablet 38% 62% Smartphone Tablet Smartphone Tablet 18

19 While more expensive categories such as computer hardware still lean heavily to desktop, digital content and video games skew heavily toward mobile Q Share of Product Category Digital Commerce Spending by Platform for Selected Categories Source: comscore e-commerce & m-commerce Measurement 60% 65% 70% 75% 80% 85% 90% 95% 100% Total Non-travel 89% 7% 4% Digital Content 74% 15% 11% Video Games 77% 19% 3% Apparel & Accessories 89% 6% 5% Toys & Hobbies 89% 7% 4% Consumer Electronics 89% 8% 3% Home & Garden 91% 3% 6% Furniture & Appliances 92% 3% 5% Computer Hardware 94% 4% Desktop Smartphone Tablet 11% AVG 3%

20 Grazie! For a copy of presentation please learnmore@comscore.com