Millennials and

Mobile Commerce

@GGVCapital

2

What millennials are buying on mobile

Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.3

67%

63%

49%

48%

48%

44%

30%

26%

15%

9%

7%

Paid apps or in-app purchases (excluding games)

Music/video content or premium subscriptions

Games or in-game purchases

Restaurant delivery

Clothing or accessories

Event tickets

Travel - hotels, flights, tours or other travel…

Technology hardware and consumer products

Household necessities

Home décor, furniture, or appliances

Groceries

What types of items have you bought or paid for on your phone? (check all that apply)

Where are they shopping

4Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

68%

39%

28%

26%

19%

17%

15%

15%

8%

Retailer apps (eg. Walmart, Target)

Individual brand apps (eg. Gap, Nike)

Event booking / ticketing apps

Social commerce apps (eg. Pinterest, Polyvore)

Coupon apps

Daily deals apps

Barcode / QR code scanning apps

Price comparison apps

Location-based rewards

What types of shopping apps do you use?(check all that apply)

Mobile use in offline shopping

5Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

56%

56%

52%

50%

42%

23%

16%

15%

Send photos to friends or family for advice

Call friends or family for advice

Compare prices online

Look for product reviews online

Search for discounts or offers

Pay using a device-linked gift card or mobile wallet

Collect loyalty or location-based rewards

Scan barcodes or QR codes for info

How do you use your mobile device while in physical stores or restaurants?(check all that apply)

How often they buy on mobile

6Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

18%

10%

11%

24%

23%

9%

5%

Never and don't plan to

Never but plan to

Once a year

Once a month

A few times a month

Once a week

Everyday

How often do you buy something on your mobile device?

How often they buy on mobile

7Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

61%

26%

5%

4%

2%

1%

0%

1%

Never and don't plan to

Never but plan to

Once or twice a year

A few times a year

Once a month

A few times a month

Once a week

A few times a week

How often do you sell something on your mobile device?

How much they spend

8Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

2%

4%

26%

24%

28%

16%

1%

Over $1K

Between $500 and $1K

Between $100 and $500

Between $50 and $100

Between $10 and $50

Between $1 and $10

Less than $1

What is the most you have ever spent on a mobile purchase?

How they pay

9Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

91%

30%

30%

3%

3%

Enter credit / debit card information

Use a prepaid account or giftcard

Enter app store credentials

Pay with an alternative currency

Charge it to your mobile carrier bill

How do you pay for items you purchase using a mobile device?(check all that apply)

Reasons for mobile shopping abandonment

10Source: GGV Survey of college students from Stanford, Harvard, Duke

and Ohio State (n=350). Surveys were conducted in March 2014.

65%

57%

52%

50%

44%

40%

4%

Site loaded too slowly

Checkout process was too difficult

Wanted to do more research offline or on desktop

Site was not mobile optimized

Got distracted by something else

Did not trust merchant with payment info

Have never abandoned a mobile purchase

When you abandon a purchase on your mobile device, what are the reasons?(check all that apply)

In March 2014, GGV Capital conducted a survey of

undergraduates at Stanford, Harvard, Duke and

Ohio State.

We received 350 responses, of which 227 were

mobile shoppers.

Special thanks to researchers Andy Bromberg,

Jacob Cooper, Kai Jiang and Karine Hsu.

Survey

Special thanks to researchers

Andy Bromberg, Jacob Cooper,

Kai Jiang and Karine Hsu

Thank you