UK m-Commerce 2011
Though m-Commerce remains a small proportion of both online spending and total retail, its rapid growth and the increasing use of mobiles by consumers as part of the shopping process means it is an area that retailers cannot afford to ignore. This report examines all aspects of the role mobile phones are playing in retail, to help you gain a complete understanding of this crucial trend.
Features and benefits
- Forecasts to 2015 across a range of key metrics allow you to plan for how the channel will develop
- Sector data allows you to compare how different sectors are performing via mobile and understand which ones offer the most potential
- Consumer data provides you with detailed clarity on what types of consumers are using mobiles - and how
- Key issues will educate you as to the future potential of mobile as a payment device, store map, price checker and more
While m-Commerce only represents a tiny proportion of overall retail, it continues to grow rapidly into an increasingly significant part of online shopping. We expect growth of 133.9% in 2011, taking m-Commerce market value to £1.31bn, or 5.0% of all online spending.
Mobiles are becoming a crucial tool for shoppers to research purchases, utilise vouchers and discount codes, check product availability, compare prices and perform a number of other retail related functions. Retailers must adapt to this trend with mobile optimised websites, apps and careful reputation management, or risk losing out to competitors.
The food & grocery sector is by far the largest area of m-Commerce. This is partly a reflection of the fact that it is the largest retail market. However, it is also due to the desire for convenience among food & grocery shoppers.
Your key questions answered
- What is the m-Commerce market size and how will it develop over the next five years?
- What are consumer attitudes to mobile retail?
- How many people are using mobiles for retail related purposes and what are their demographics?
- How are mobiles changing the way consumers shop online and in stores?
- What is the potential for mobile as a payment device and other more innovative uses?
Table of contentsMARKET ANALYSIS
Different sectors at different stages of m-Commerce growth cycle
Tiny proportion of all spending but growing rapidly
Food & grocery by far the largest sector
Electricals sector outperforms via mobile phones
Small frequently purchased products have more shoppers
Health & beauty has lowest spend per head
Penetration pattern is similar to wider online retail
ABs, men and 25–44 year olds contribute most shoppers via mobile phone
Significant growth in shoppers aged 35-44
Slight increase in proportion of male shoppers
AB shoppers become largest segment by class using mobile phones to shop
Market to be worth £3.2bn by 2015
Shopper numbers to grow massively by 2015
Considerable growth in 2011 and 2012 in particular
Spend per head to jump in 2011
2010 saw more frequent but lower value transactions
Average transaction values fell in 2010
Frequency of shop increased in 2010
CONSUMER SHOPPING HABITS
Mobile is being utilised by consumers to link the different shopping channels
Amazon leads the way
Mobiles being used in increasingly diverse ways
Concerns about usability and loading times become more significant
App usage patterns reflect wider mobile shopping patterns
Managing m-Commerce growth
Low barriers to entry
Developing a successful mobile strategy
Complementing the instore experience
Mobiles will play a significant role in consumer shopping habits
Price checking and reviews
Social, coupon and loyalty applications
Mobile as a payment device
Proximity payments will be another important use of mobile in retail
Ask the analyst
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