zanox Mobile Performance Barometer 2015: Mobile transactions reached a new peak in Q4 2014 (smartphone and tablets) with growth rates of 128% from September 2014 to October 2014 Tablets are responsible for two-thirds of all mobile revenue Average order values increased in 2014 - the ipad is leading with 86 Euros, while other tablets report average order values of 81 What is the zanox Mobile Performance Barometer? The zanox Mobile Performance Barometer analyses zanox data from over 2,000 advertiser programmes in eight European markets (Benelux, Eastern Europe, France, Germany, Italy, Scandinavia, Spain and United Kingdom) reflecting the development, trends and user behaviour in m-commerce in 2014. The results are based on data for mobile transactions and the revenue generated on the network. 2014 closes with an all-time peak in mobile revenues and mobile transactions both increased by more than 120% from September to October 2014 Overall, 2014 shows an increase of 82% in mobile transactions, while mobile revenues grew by 105% compared to 2013. With these numbers, 2014 outperforms an already successful 2013 (2013 compared to 2012: growth in mobile revenues 95%, growth in mobile transactions 64%). This continues the trend from past years showing higher growth rates in revenues over transactions and validates the growing basket values. Each month in 2014 saw an increase both in transactions and revenues compared to the same month the year prior.
Q4 2014 shows a significant increase in comparison to the already successful numbers earlier that year. Looking only at September to October, growth rates of 120% in mobile revenues and 128% in mobile transactions mark the continuous acceptance of mobile devices across Europe. In addition, it validates the rising success of mobile during the Christmas shopping season. The effect of increasing performance before the holidays has been observed in previous years, but has never shown such a rise as in 2014.
2014 closes with a new all-time high of 15% mobile share in December. The 2014 average of 13% exceeds the 2013 average of 9%, nearly a 45% increase. Looking at the revenue side and its split between mobile and desktop a similar image is drawn. Even though only 10% of all revenues come from mobile devices it is still a strong signal for m-commerce. Here, we can also see how mobile is divided between smartphones and tablets. As assumed the main drivers in m-commerce are tablets with 7% of all revenues generated compared to 3% generated via smartphones. To be more precise, tablets generate more than two-thirds of mobile revenues, while smartphones play a smaller role with one-third. But this surely does not mean that smartphones are losing in this comparison, it is actually the opposite: they have a promising future. Just looking around, everyone is using them. Now it s time to motivate the customers to actually consume via their smartphones opposed to just browsing. As stated in the last zanox Mobile Performance Barometer, we see great potential in smartphones connecting and enhancing the online and offline consumer experience in the future.
The results of the zanox Mobile Performance Barometer show mobile continues to be an important growth factor. The developments seen over the past few years leads us to the assumption that 2015 will continue to see new peaks in m-commerce. Even the financial services industry which has the highest resistance to data security, has seen mobile growth rates of more than 200% on the network showing huge potential for the coming years, says Adam Ross, COO zanox AG. From experience, mobile device usage has become part of everyday life. The technical basis is well-established, now we need to broaden the advertiser and publisher base in this field to leverage the full potential, adds Peter Loveday, CTO zanox AG. Country performance: Scandinavia and Benelux still in the lead Eastern Europe s mobile revenue growth beats all other countries Impressive developments on a country level stress the importance and future potential of mobile. Especially the leading regions, UK, Scandinavia and Benelux were able to add extra to their share of mobile revenue. In Scandinavia the share went from 15% (2013) to 20% (2014). The Benelux
reported a rise from 14% (2013) to 18% (2014). But also Spain and Germany entered another peak with 14% (Spain) and 11% (Germany) share of mobile in 2014. Looking at year-on-year revenue growth in mobile, Eastern Europe strengthens its position of the first six months in 2014 to an exceptional growth rate of 400% (was 247% in the first half of the year (H1). The country ranking remained the same as stated in the report for H1 2014, while all countries increased overall performance across the year.
Performance by Industries: Potential for all industries with focus on Telco Services and Financial Services Ongoing strong performers are Eastern Europe, Germany and Benelux As in previous reports, Eastern Europe leads on nearly every level of industry growth per country and performs above zanox average. With a growth of 502%, Eastern Europe is the sole leader in the telco & services industry. Same applies for retail & shopping, where Eastern Europe shows a growth rate of 400%. Nevertheless, financial services (435%) and travel (247%) show exceptional growth rates. High performers in the travel industry are Germany (319%), followed by Eastern Europe (247%) and Benelux (220%), which all rank above zanox average of 195% in the travel industry. The financial services industry was strong in the same regions with minor difference in the ranking. Eastern Europe (435%), Germany (321%) and Benelux (291%) also performed above zanox average of 203% in 2014. Overall, all sectors performed well across Europe some reporting growth numbers of more than 100%. E.g. in France
the trend in financial services, where growth rates still reached 170% last year, continued. Moreover Italy reports growth rates of more than 100% in financial services (132%) and travel (148%). Revenue share by device: ipad still in the lead, while Android smartphones lose ground As shown in the graph, main drivers in this case are ipad and iphone. Also Android tablets input on mobile revenue has almost doubled. The only devices to see a decline are the Android smartphones. Their share and actual revenue amount has decreased compared to 2013. Looking at the share of all main mobile devices, the ipad was able to extend its share from 52% (2013) to 60% (2014). The share of Android tablets in regards to revenues has remained the same (12%). For smartphones, the iphone increased its share from 17% (2013) to 21% (2014). Android smartphones share has dropped from 19% (2013) to 7% (2014). Perhaps the launch of the iphone 6 played an important role in these developments.
Transactions by operating system per country: Android takes shares from ios On average, android keeps growing year on year to the disadvantage of ios. Currently both operating systems split the market (ios: 53%, Android 45%). Other operating systems play a minor role with a share of 2% on average. The 2014 numbers indicate a further shift towards Android on average (35% share in 2013 to 45% in 2014), while ios lost ground (62% in 2013 to 53% in 2014). The share of other operating systems across Europe remained similar (2013: 3%, 2014: 2%). Looking at the data on a country level, a more diverse picture is shown. Scandinavia (67%), Benelux (61%), Germany (55%) and France (53%) are still the leading ios countries. Here the downward trend in Germany was mitigated: in 2012 ios had a share of 75%, which went down to 57% in 2013. 2014 shows a minor decrease for the Apple operating system. On the other hand, countries like Spain (66%) and Eastern Europe (60%) are more inclined towards Android operating system as seen in previous years. Italy is the main market for other operating systems, leading with 5% share before all other countries. Let s see if these trends continue in 2015 or if there will be a bigger disruption to the system. From today s viewpoint, we foresee a leveling effect between the main operating systems, splitting the market almost equally between each other. But maybe there are new innovations that will change the mobile market and the way we use today s devices.
Average Order Value by device
Tablets are still in the lead regarding average transaction size and in 2014, it reached a new height with 81. This already shows an extra seven Euros compared to H1 2014 ( 74), which indicates the strong performance in Q4 2014 and the impact of the pre-christmas shopping season. All other devices reported a rise compared to H1 2014 (desktop: 72, before 68; smartphones: 58, before 44). Breaking average transaction size down to devices, the ipad is still the sole leader with an average transaction size of 86, exceeding the average transaction size for tablets in general and outperforming its own results in H1 2014 ( 82). The iphone is going strong in this segment with 67 per average transaction spent in 2014. Android is catching up with an average of 64 Euros spent via Android tablets, closely ranked behind the iphone. Android smartphones transaction size sits at 50, a steady increase from 34. In general, we see average order values growing year on year and we are sure this trend will endure throughout 2015.