The Role of Mobile in Online Shopping and Buying via comScore 2014

20 maggio 2014, Milano

The Role of Mobile in

Online Shopping and Buying

Gian Fulgoni

Co-Founder and Chairman Emeritus

.

Data sourced from comScore’s global panel of 2 million Internet

users

Web Visiting &

Search Behavior

Online Advertising Exposure

Advertising Effectiveness

Demographics, Lifestyles & Attitudes

Media & Video Consumption

Transactions

Online & Offline

Buying

Mobile Internet Usage & Behavior

PANEL

2 Million Person Panel

360°View of Person Behavior

The Smartphone Majority Has Arrived: Penetration in EU5 at 71%

Year-on-Year smartphone

growth by country

YoY Growth of 23%

in EU 5 and

Germany leading

the surge

81%

69%

67% 75%

67%

Smartphone Penetration

of Mobile Devices

Source: comScore MobiLens™.

Data based on 3 month moving average to Mar 2014

14%

16%

19%

21%

25%

UK

France

Spain

Germany

Italy

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

Finding a Store And Comparing Prices are the Most Popular Online

Shopping Activities on Smartphones



21%

20%

18%

16%

15%

14%

Found Store Location

Compared ProductPrices

Researched Product

Found Coupons/Deals

Made Shopping Lists

Checked ProductAvailability

EU5 online shopping activities with smartphones

(% of smartphone owners)

Taking and Sending Photos of Products are the Most Popular In-Store

Shopping Activities on Smartphones



25%

18%

16%

11%

9%

7%

6%

6%

3%

2%

Took photo of product

Sent photo of product

Texted or called someone

Scanned barcode

Compared prices

Found store location

Researched product

Found coupons

Checked product availability

Purchased goods online

EU5 in-store shopping activities with smartphones

(% of smartphone owners)

Retail Sites Accessed by 24% of Smartphone Owners and Growing

42% Y/Y Across EU5



Retail sites

33% 30% 25%

15% 14%

34% 32%

73%

50%

37%

UK Germany Italy Spain France

Penetration Growth Y/Y

Total reach of top 5 retail sites across EU5

(millions of people)

31,0

21,3

4,4

4,0

2,6

Amazon

eBay

IKEA

Argos

Subito.it

Auctions & Classifieds Accessed by 19% of Smartphone Owners and

Growing 30% Y/Y Across EU5



Auctions &

Classifieds

Total reach of top 5 Auction/Classified sites across EU5


28% 26%

17% 11% 9%

24% 25%

51%

37% 34%

UK Germany Italy Spain France


28,2

2,4

1,0

0,9

0,9

eBay

Gumtree

Auto Trader

AutoScout24

Mobile.de

Price & Product Comparison Sites Accessed by 15% of Smartphone

Owners and Growing 36% Y/Y Across EU5



Price Comparison

Total reach of top 5 Price Comparison sites across EU5


22% 16% 15% 13% 10%

61%

26% 26%

37% 32%

Italy Germany UK Spain France


4,1

2,8

2,6

2,0

1,5

Trovaprezzi.it

Ciao

Kelkoo

Billiger

Yahoo

Travel Sites Accessed by 12% of Smartphone Owners and Growing

41% Y/Y Across EU5



Retail sites

Travel

Total reach of top 5 Travel sites across EU5


18% 14% 12% 9% 9%

56%

28%

40% 41% 38%

Italy Spain UK Germany France


5,4

5,0

4,1

3,9

3,2

Booking.com

TripAdvisor

Expedia

trivago

Lastminute.com

Deal-a-Day Sites Accessed by 13% of Smartphone Owners and

Growing 33% Y/Y Across EU5



Retail sites

Deal-a-Day

Total reach of top 5 Deal-a-Day sites across EU5


22%

13% 13% 9% 7%

50%

28%

18%

35%

23%

Italy UK Spain France Germany


13,7

4,5

3,7

1,5

1,4

Groupon

Groupalia

LivingSocial

Privalia

Glamoo

17% of Smartphone Owners in EU5 Purchase Goods and Services on

Their Smartphone Device at Least Once a Month



23% 21% 18%

12% 10%

34%

70%

36% 40%

30%

UK Italy Germany Spain France


Online Buying

42% Y/Y growth across EU5

UK and Italy leading markets

Clothing & Accessories is the Category Purchased by Most People

Using a Smartphone Across EU5



26% Electronics /

Appliances

Top purchased categories

(% of smartphone owners who made at least one monthly purchase)

38% Clothing &

Accessories

22% Tickets

13% Daily Deals

19% Personal Care

13% Meals

Delivered

26% Books (exc. eBooks)

14% Gift

Certificates

13% Children’s

Toys

54% of Smartphone Purchasers Across EU5 are Male, and 25-34 Year-

Olds are the Largest Age Segment



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 13-17 18-24 25-34 35-44 45-54 55+

54 %

46 %

EU5 profile of those who purchase goods and services on their smartphone

Learning from the U.S.

Mobile, especially smartphones, has become the primary medium for

consumers to engage with retail brands online

0

5.000

10.000

15.000

20.000

25.000

30.000

Desktop Smartphone Tablet

Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Mar 2014

47% 38%

37%

43%

15% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

mar-2013 mar-2014

Desktop

Smartphone

Tablet

% of Time Spent –

Browser vs. App Source: comScore Mobile

Metrix, U.S., March 2014

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

40%

34%

25%

44%

35%

51%

44%

49%

57%

53%

31%

28%

15%

17%

11%

29%

37%

60%

39%

53%

39%

47%

38%

34%

35%

0 50.000 100.000 150.000

Amazon Sites

eBay

Apple.com Sites

Wal-Mart

Target Corp.

Best Buy Sites

Sears.com

Etsy.com

The Home Depot

Macy's

Desktop Only Desktop + Mobile Mobile Only

Selected Leading Retailers: Total U.S. Digital Population

Unique Visitors (000) by Platform Source: comScore Media Metrix Multi-Platform, U.S., March 2014

164M

104M

90M

56M

44M

25M

21M

21M

20M

18M

29%

29%

<1%

76%

26%

89%

78%

64%

84%

83%

71%

71%

99%

24%

74%

11%

22%

36%

16%

17%

Browser App

Apple Sites

Apps done right: Target hit a home run with Cartwheel rollout as

evidenced by huge gains in mobile app usage

% of Time Spent on Target Mobile –

Browser vs. App Source: comScore Mobile Metrix, U.S., Sept 2013 / March 2014

79%

26%

21%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

"Sep 2013" "Mar 2014"

App

Browser

Mobile commerce, which reached $7.3 billion, accounted for nearly

12% of total digital dollars in Q1

1,8% 2,4%

3,6%

5,8% 6,6%

8,8% 9,0% 9,3%

8,1%

9,8%

11,3% 10,5%

8,6%

10,8%

11,7% 11,5%

Q22010

Q32010

Q42010

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

Q12014

m-Commerce Share of Total e-Commerce Dollars Source: comScore m-Commerce Measurement

In terms of discretionary spending, m-Commerce growth is still

outpacing e-Commerce & bricks-and-mortar

+1%

+12%

+23%

+0%

+5%

+10%

+15%

+20%

+25%

Total Discretionary Retail E-Commerce M-Commerce

Q1 2014 Y/Y Retail Spending Growth by Channel Source: Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement

21

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

62%

38%

Share of m-Commerce Spending ($) by Platform

Source: comScore m-Commerce Measurement, U.S., Q1 2014

Smartphone Tablet

Tablet

Phone

$193

$243

Smartphone Tablet

Total m-Commerce Spending ($) per Buyer by Platform

Source: comScore m-Commerce Measurement, U.S., Q1 2014

While more expensive categories such as computer hardware still

lean heavily to desktop, digital content and video games skew heavily

toward mobile



Q1 2014 Share of Product Category Digital Commerce

Spending by Platform for Selected Categories Source: comScore e-Commerce & m-Commerce Measurement

89%

74%

77%

89%

89%

89%

91%

92%

94%

7%

15%

19%

6%

7%

8%

3%

3%

4%

4%

11%

3%

5%

4%

3%

6%

5%

3%

60% 65% 70% 75% 80% 85% 90% 95% 100%

Total Non-travel

Digital Content

Video Games

Apparel & Accessories

Toys & Hobbies

Consumer Electronics

Home & Garden

Furniture & Appliances

Computer Hardware

Desktop Smartphone Tablet11% AVG

Grazie!

For a copy of presentation

please email:

learnmore@comscore

The Role of Mobile in Online Shopping and Buying via comScore 2014

Retail

Transcript of The Role of Mobile in Online Shopping and Buying via comScore 2014