Table of Contents
Executive Summary
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- Market drivers
- Smartphone ownership
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- Figure 1: Smartphone ownership, Jan 2011-Sep 2012
- Smartphone addiction
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- Figure 2: Smartphone addiction, 2011 and 2012
- Mobile share of e-commerce increasing
- Recent GDP data shows potential
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- Figure 3: GDP quarterly percentage change, Q1 2008-Q3 2012
- The consumer
- Products and services purchased
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- Figure 4: Products/services purchased via a smartphone, within the last 12 months, September 2012
- Purchasing and payment methods
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- Figure 5: Purchasing methods, September 2012
- Figure 6: Payment methods used by smartphone purchasers, September 2012
- Transaction spending
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- Figure 7: Maximum amount spent on an individual purchase, September 2012
- Reasons for using m-commerce
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- Figure 8: Reasons for using m-commerce, September 2012
- Barriers to m-commerce
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- Figure 9: Barriers to m-commerce, September 2012
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- Figure 10: Ways to encourage purchasing via smartphones, September 2012
- What we think
Issues in the Market
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- Are smartphones too small for commerce?
- Are enough companies embracing mobile?
- Should more advertising expenditure be attributed to mobile?
- 4G rollout – Is Everything going to be available Everywhere?
Trend Application
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- Trend: Life Hacking
- Trend: Transumers
- Trend: 2015 Old Gold
Market Drivers
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- Key points
- Smartphone ownership
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- Figure 11: Smartphone ownership, Jan 2011-Sep 2012
- Smartphone demographics
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- Figure 12: Personal ownership of smartphones and basic mobile phones, by age, September 2012
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- Figure 13: Personal ownership of smartphones and basic mobile phones, by gross annual household income, September 2012
- Figure 14: Personal ownership of smartphones and basic mobile phones, by social media visitors who log in once a month or more, September 2012
- Smartphone addiction
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- Figure 15: Smartphone addiction, 2011 and 2012
- Contracts and data plans
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- Figure 16: Most expensive SIM-free handsets, by brand, October 2012
- Mobile share of e-commerce increasing
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- Figure 17: Internet sales as a percentage of retail sales, February 2007- February 2012
- Consumer confidence remains low
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- Figure 18: GFK NOP Consumer Confidence Index, January 2008-October 2012
- Recent GDP data shows potential
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- Figure 19: GDP quarterly percentage change, Q1 2008-Q3 2012
- NFC – changing the way we pay
- Apple driving both casual and considered purchasing
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- Figure 20: Casual games purchased, by mobile platform, July 2012
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- Figure 21: Proportion of purchases made via smartphones, by value, by platform, July 2012
- Figure 22: Proportion of purchases made via smartphones, by type, by platform, July 2012
Who’s Innovating?
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- Key points
- Mobile optimisation initiatives
- Shazam’s Super Bowl campaign
- US food and drink giants differ in approach
Products and Services Purchased
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- Key points
- Smartphone purchasing more popular amongst the young
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- Figure 23: Products/services purchased via a smartphone, by age, September 2012
- Smartphones: a device used for immediate needs
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- Figure 24: Products/services purchased via a smartphone, within the last 12 months, September 2012
- M-Commerce could prompt more impulse purchasing
Purchasing and Payment Methods
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- Key points
- Apps deliver more than just entertainment
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- Figure 25: Purchasing methods, September 2012
- Older consumers less app happy
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- Figure 26: Purchasing methods, by age, September 2012
- Apps seen as a ‘play-thing’
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- Figure 27: ‘Casual’ smartphone purchases, by purchasing method, September 2012
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- Figure 28: ‘Considered’ smartphone purchases, by purchasing method, September 2012
- Consumers seeking alternative ways to pay
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- Figure 29: Payment methods used by smartphone purchasers, September 2012
Transaction Spending
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- Key points
- M-commerce dominated by small ticket items
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- Figure 30: Maximum amount spent on an individual purchase, September 2012
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- Figure 31: Consumers who have spent over £50 vs total number of smartphone purchasers, by age, September 2012
- Apple driving value of mobile purchasing
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- Figure 32: Proportion of purchases made via smartphones, by platform, July 2012
- Spending habits not purely defined by product
Reasons for using M-Commerce
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- Key points
- Smartphones: a device of choice and convenience
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- Figure 33: Reasons for using m-commerce, September 2012
- Bricks and mortar providing the shop window for m-commerce
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- Figure 34: Smartphone activities performed whilst out shopping, March 2012
- Website optimisation: a must for premium products
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- Figure 35: Visitor bounce rates from e-commerce websites, 2010-12
- Changing the face of spam through mobile engagement
Barriers to M-Commerce
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- Key points
- Smartphone barriers more than just physical
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- Figure 36: Barriers to m-commerce, September 2012
- Overcoming security fears
- M-commerce can reach a bigger audience
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- Figure 37: Ways to encourage purchasing via smartphones, September 2012
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- Figure 38: Likelihood of purchasing via smartphones, September 2012
Appendix – Products and Services Purchased
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- Figure 39: Most popular products/services purchased via a smartphone, by demographics, September 2012
- Figure 40: Next most popular products/services purchased via a smartphone, by demographics, September 2012
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- Figure 41: Other products/services purchased via a smartphone, by demographics, September 2012
- Figure 42: Least popular products/services purchased via smartphone, by demographics, September 2012
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- Figure 43: Products/services purchased via smartphone, September 2012
- Figure 44: Products/services purchased via a smartphone, by most popular products/services purchased, September 2012
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- Figure 45: Products/services purchased via a smartphone, by next most popular products/services purchased, September 2012
- Figure 46: Products/services purchased via a smartphone, by other products/services purchased, September 2012
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- Figure 47: Products/services purchased via a smartphone, by least popular products/services purchased, September 2012
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Appendix – Purchasing and Payment Methods
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- Figure 48: Purchasing method, by demographics, September 2012
- Figure 49: Payment method, by demographics, September 2012
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- Figure 50: Purchasing method, September 2012
- Figure 51: Purchasing method, by most popular products/services purchased, September 2012
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- Figure 52: Purchasing method, by next most popular products/services purchased, September 2012
- Figure 53: Purchasing method, by other products/services purchased, September 2012
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- Figure 54: Purchasing method, by least popular products/services purchased, September 2012
- Figure 55: Payment method, September 2012
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- Figure 56: Payment method, by most popular products/services purchased, September 2012
- Figure 57: Payment method, by next most popular products/services purchased, September 2012
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- Figure 58: Payment method, by other products/services purchased, September 2012
- Figure 59: Payment method, by least popular products/services purchased, September 2012
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Appendix – Transaction Spending
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- Figure 60: Amount spent, by demographics, September 2012
- Figure 61: Amount spent, September 2012
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- Figure 62: Amount spent, by most popular products/services purchased, September 2012
- Figure 63: Amount spent, by next most popular products/services purchased, September 2012
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- Figure 64: Amount spent, by other products/services purchased, September 2012
- Figure 65: Amount spent, by least popular products/services purchased, September 2012
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- Figure 66: Products/services purchased, by amount spent, September 2012
- Figure 67: Amount spent, by purchasing method, September 2012
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- Figure 68: Purchasing method, by amount spent, September 2012
- Figure 69: Amount spent, by payment method, September 2012
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Appendix – Reasons for using M-Commerce
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- Figure 70: Most popular reasons for using m-commerce, by demographics, September 2012
- Figure 71: Next most popular reasons for using m-commerce, by demographics, September 2012
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- Figure 72: Reasons for using m-commerce, September 2012
- Figure 73: Reasons for using m-commerce, by most popular products/services purchased, September 2012
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- Figure 74: Reasons for using m-commerce, by next most popular products/services purchased, September 2012
- Figure 75: Reasons for using m-commerce, by other products/services purchased, September 2012
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- Figure 76: Reasons for using m-commerce, by least popular products/services purchased, September 2012
- Figure 77: Products/services purchased, by most popular reasons for using m-commerce, September 2012
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- Figure 78: Products/services purchased, by next most popular reasons for using m-commerce, September 2012
- Figure 79: Reasons for using m-commerce, by purchasing method, September 2012
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- Figure 80: Purchasing method, by most popular reasons for using m-commerce, September 2012
- Figure 81: Purchasing method, by next most popular reasons for using m-commerce, September 2012
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- Figure 82: Reasons for using m-commerce, by amount spent, September 2012
- Figure 83: Amount spent, by most popular reasons for using m-commerce, September 2012
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- Figure 84: Amount spent, by next most popular reasons for using m-commerce, September 2012
- Figure 85: Reasons for using m-commerce, by ways to encourage purchasing, September 2012
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Appendix – Barriers to M-Commerce
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- Figure 86: Most common barriers to m-commerce, by demographics, September 2012
- Figure 87: Next most common barriers to m-commerce, by demographics, September 2012
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- Figure 88: Ways to encourage purchasing, by demographics, September 2012
- Figure 89: Barriers to m-commerce, September 2012
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- Figure 90: Barriers to m-commerce, by most common barriers to m-commerce, September 2012
- Figure 91: Barriers to m-commerce, by next most common barriers to m-commerce, September 2012
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- Figure 92: Barriers to m-commerce, by most common products/services purchased, September 2012
- Figure 93: Barriers to m-commerce, by next most common products/services purchased, September 2012
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- Figure 94: Barriers to m-commerce, by other products/services purchased, September 2012
- Figure 95: Barriers to m-commerce, by least popular products/services purchased, September 2012
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- Figure 96: Products/services purchased, by most common barriers to m-commerce, September 2012
- Figure 97: Products/services purchased, by next most common barriers to m-commerce, September 2012
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- Figure 98: Barriers to m-commerce, by purchasing method, September 2012
- Figure 99: Purchasing method, by most common barriers to m-commerce, September 2012
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- Figure 100: Purchasing method, by next most common barriers to m-commerce, September 2012
- Figure 101: Barriers to m-commerce, by amount spent, September 2012
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- Figure 102: Amount spent, by most common barriers to m-commerce, September 2012
- Figure 103: Amount spent, by next most common barriers to m-commerce, September 2012
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- Figure 104: Ways to encourage purchasing, September 2012
- Figure 105: Ways to encourage purchasing, by most popular products/services purchased, September 2012
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- Figure 106: Ways to encourage purchasing, by next most popular products/services purchased, September 2012
- Figure 107: Ways to encourage purchasing, by other products/services purchased, September 2012
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- Figure 108: Ways to encourage purchasing, by least popular products/services purchased, September 2012
- Figure 109: Products/services purchased, by ways to encourage purchasing, September 2012
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- Figure 110: Ways to encourage purchasing, by purchasing method, September 2012
- Figure 111: Purchasing method, by ways to encourage purchasing, September 2012
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- Figure 112: Ways to encourage purchasing, by payment method, September 2012
- Figure 113: Ways to encourage purchasing, by amount spent, September 2012
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- Figure 114: Amount spent, by ways to encourage purchasing, September 2012
- Figure 115: Ways to encourage purchasing, by most common barriers to m-commerce, September 2012
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- Figure 116: Ways to encourage purchasing, by next most common barriers to m-commerce, September 2012
- Figure 117: Barriers to m-commerce, by ways to encourage purchasing, September 2012
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