Global Mobile and M-Commerce Trends 2011

May 2011

Provided by RESEARCH ON INTERNATIONAL MARKETS

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e merc -Com and M obile al M 1 Glob s 201 Trend

May 2011

Publication Date May 2011 Language English Format PDF & PowerPoint Number of Pages/Charts 185 Covered Countries Canada, USA, Argentina, Brazil, Chile, Colombia, Mexico, Venezuela, Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Poland, Russia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK, Ukraine, Australia, China, India, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, South Africa, UAE Price Single User License:
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Global Mobile and M-Commerce Trends 2011

Key Findings
Covering Mobile and M-Commerce Trends for 42 Countries worldwide
In the US, M-Commerce sales are expected to increase tenfold between 2010 and 2014. Furthermore, the number of mobile Internet users is expected to reach more than 100 million in 2011, approximately one third of the total population. In Germany, M-Commerce is also predicted to boom. More than 20% of smartphone owners used their phone frequently for product information in 2010. M-Commerce sales in the UK are expected to more than double in the next three years. In 2009, 2% of the British population used their mobile to shop online, while approximately one third had Internet on their mobile device. In France, nearly 10% of consumers used M-Commerce in 2010. Moreover, one fourth of mobile Internet users have purchased a product with their mobile phone online in the first half of 2010. In December 2010, nearly 10% of the total mobile audience in Japan accessed Retail Sites with their mobile phones.

Company and Product Information

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Global Mobile and M-Commerce Trends 2011

Table of Contents (1 of 5)
1. GLOBAL
M-Commerce Forecast for US and Europe, by Product Category, in %, 2011f M-Commerce Forecast for US and Europe, by Age Group, in %, 2011 Mobile Payment Transaction Volume worldwide, in USD billion, 2010 & 2014f Share of People who have used the Mobile Phone in the last 6 Months to make a Purchase, Asia vs. US & Europe, in %, 2010 Share of People who have ever used the Mobile Phone for certain Activities, Asia vs. US & Europe, in %, 2010 Number of Smartphones in Circulation, in thousand, 2010 including the US, EU5, Italy, UK, Germany, Spain & France Mobile Broadband Users and Penetration, in millions and %, in the Top 5 Countries, by mobile Broadband Subscribers, Q2 2010 Top Mobile Shopping Trends, 2010 M-Commerce Sales of eBay, in USD billion, 2009 & 2010

2. NORTH AMERICA (cont.) USA (Top Country) (cont.)

Share of People who use M-Commerce, by Age Group, in %, 2009 Top 10 Mobile Categories accessed via Applications, by total Audience, in thousands and Growth vs. April 2009, in %, April 2010 Fastest growing Mobile Categories by total Audience Growth in %, December 2010 vs. December 2009 Purchased Products by US Mobile Users, in %, 2009 & 2010 Products purchased via Mobile, in %, in the 12 Months to February 2011 Products purchased via Mobile by Age, in %, in the 6 Months to February 2011 Products purchased via Mobile by Gender, in %, in the 6 Months to February 2011 Average Weekly Time spent on Mobile Shopping Websites and Mobile Shopping Apps, in %, 2010 Average Spend on Consumer Goods purchased via Mobile Devices, in %, in the 12 Months to February 2011 Frequency of Mobile Purchases, in %, in the 12 Months to February 2011 Features considered most important when purchasing Products on Mobile Website or App, in %, February 2011 Mobile Web Audience by Age, in %, July 2009 Share of Consumers who favor Mobile Payment over traditional Payment Forms, in %, 2010 Amount that Smartphone Owners are willing to spend on Products bought via M-Commerce, by Phone Type, in %, Q3 2009 Shopping-related Smartphone Activities of US Smartphone Owners, in %, Q3 2009 Mobile Phone Behavior, Users of certain Features as % of total Mobile Audience, Oct.-Dec. 2010 Smartphone Penetration, in % of all Mobile Subscribers, Q4 2009-Q3 2010 Mobile Social Network Users, in millions and Growth in %, 2009-2015f

2. NORTH AMERICA Canada

General M-Commerce Trends, 2010 Most purchased Product Categories by Mobile Shoppers, in %, 2010

USA (Top Country)

M-Commerce Sales, in USD billion, 2009-2015f M-Commerce Trends, 2011 M-Commerce Opportunities for Retailers, 2010 M-Commerce Features used by Multichannel Retailers, in %, February 2010 Top Mobile Activities by % Share of total Mobile Users, 3 Months prior to December 2010 Development of Mobile Internet Users (million) and their Percentage of Country Population, 2008-2014f M-Commerce Usage by affluent Customers, by Frequency in %, March 2010

M-Commerce Sales Information for Steve Madden, eBay and Marriott Hotels, 2010 Mobile Payment Activities of Visa, 2011 M-Commerce Activities of Expedia, 2011 M-Commerce Activities of Foot Locker, 2011

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Global Mobile and M-Commerce Trends 2011

Table of Contents (2 of 5)
3. LATIN AMERICA Regional
Mobile Phone Penetration and Mobile Broadband Penetration for 18 Latin American Countries, in %, 2009 Number of Mobile Phone Users, in millions, and Penetration in %, 2009-2015f Mobile Phone User Penetration by Country, in %, 2009-2015f

4. EUROPE Regional
Top Mobile Activities by % Share of total Mobile Users in the EU5, October-December 2010 Fastest growing Mobile Categories in the EU5, by total Audience Growth in %, December 2010 vs. December 2009 Mobile Phone Behavior, Users of certain Features as % of total Mobile Audience, December 2010 Share of Consumers who favor Mobile Payment over traditional Payment Forms, in %, 2010 Penetration of Mobile Phone Owners, Penetration Rate for Mobile Media Usage among Mobile Phone Users, UK vs. France, Spain and Poland, in %, 2010 Mobile Internet Users by Country, in % of Population, 2006-2010

Argentina
Mobile Phone Penetration and Mobile Broadband Penetration, in %, 2009

Brazil
Share of Consumers who favor Mobile Payment over traditional Payment Forms, in %, 2010

Mobile Internet Users in the EU5 (France, Germany, Italy, Spain & UK), in million, and Penetration in %, 2009-2015f

Chile
Mobile Phone Penetration and Mobile Broadband Penetration, in %, 2009

Austria
Smartphone Penetration, in %, 2010 & 2015f Mobile Internet Users, in % of the Population, 2006-2010

Colombia
Mobile Phone Penetration and Mobile Broadband Penetration, in %, 2009

Belgium
Mobile Internet Users, in % of the Population, 2006-2010 Internet Usage via mobile Phones, by Age Groups, in %, 2010

Mexico
Mobile Phone Penetration and Mobile Broadband Penetration, in %, 2009

Czech Republic Venezuela

Mobile Phone Penetration and Mobile Broadband Penetration, in %, 2009 Internet Usage via mobile Phones, by Age Groups, in %, 2010

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Global Mobile and M-Commerce Trends 2011

Table of Contents (3 of 5)
4. EUROPE (cont.) Denmark
Share of Online Shoppers who made a Purchase through their Mobile Phones; Denmark vs. Nordic Region Average, in %, 2009 Share of Online Shoppers who consider purchasing Products via Mobile Phones; Denmark vs. Nordic Region Average, in %, 2009 Reasons for not using Mobile Phones for Internet Shopping, in %, 2009

4. EUROPE (cont.) Greece

Mobile Internet Users, in % of the Population, 2007-2010 Internet Usage via mobile Phones, by Age Groups, in %, 2010

Ireland
Internet Usage via mobile Phones, by Age Groups, in %, 2010

Finland
Share of Online Shoppers who made a Purchase through their Mobile Phones; Finland vs. Nordic Region Average, in %, 2009 Share of Online Shoppers who consider purchasing Products via Mobile Phones; Finland vs. Nordic Region Average, in %, 2009 Reasons for not using Mobile Phones for Internet Shopping, in %, 2009

Italy
General M-Commerce Trends, 2010 Mobile Activities of Online Shops, in %, 2010

Netherlands
Experience of Consumers with M-Commerce, in %, 2009 Type of Products Consumers are prepared to buy with their Mobile Phones, in %, 2009 Things Retailers could do to make it more likely for Consumers to shop with their Mobile Phone, in %, 2009 Mobile Internet Users, in % of the Population, 2006-2010

France (Top Country)

Share of Consumers who use M-Commerce, in %, April 2010 Share of Mobile Internet Users who purchased a Product with their Mobile Phone, in %, in the 6 Months to May 2010 Most purchased Product Categories by Mobile Shoppers, in %, 2010 Experience of Consumers with M-Commerce, in %, 2009 Type of Products Consumers are prepared to buy with their Mobile Phones, in %, 2009 Things Retailers could do to make it more likely for Consumers to shop with Mobile Phone, in %, 2009

Norway
Share of Online Shoppers who made a Purchase through their Mobile Phones; Norway vs. Nordic Region Average, in %, 2009 Share of Online Shoppers who consider purchasing Products via Mobile Phones; Norway vs. Nordic Region Average, in %, 2009 Reasons for not using Mobile Phones for Internet Shopping, in %, 2009 Internet and Mobile Broadband Access by Household Type, Household Income, Gender, Age and Employment Situation, in %, Q2 2010

Germany (Top Country)

M-Commerce Sales Outlook, in EUR billion, 2014f Share of Consumers who use M-Commerce, in %, April 2010 Most purchased Product Categories by Mobile Shoppers, in %, 2010 Frequently used M-Commerce Features, by Smartphone Users in %, 2010 Breakdown of Online Shops, by Mobile Sites, in %, 2010 Internet Use by Cell Phone, including Transactions (e.g. Online Shopping), Functions, Editorial Content, Social Media, in millions, 2010

Poland
Mobile Internet Users, in % of the Population, 2007-2010 Internet Usage via mobile Phones, by Age Groups, in %, 2010 Penetration of Mobile Phone Owners, Penetration Rate for Mobile Media Usage among Mobile Phone Users, in %, 2010
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Global Mobile and M-Commerce Trends 2011

Table of Contents (4 of 5)
4. EUROPE (cont.) Russia
Mobile Internet Key Trends, 2010

4. EUROPE (cont.) UK (Top Country)

M-Commerce Sales, 2009 & 2013f M-Commerce Trends, 2010 Share of Consumers who use M-Commerce, in %, April 2010 Share of Population with Internet on their Mobile Phone, and Share of the Population who shopped on their Mobile, 2009 Share of Smartphone Users who purchase Goods with Applications, in %, and average Spending in GBP, April 2011 Share of Online Buyers who shop via Mobile Phone, at Home, on the Go, at Work and from a Friends House, in %, April 2011 Share of Smartphone Users who have ever bought Items with their Mobile, and Share of Smartphone Owners who expect to do so in the next 12 Months, in %, April 2011 Wireless Internet Users, by Type of Device and Gender, in %, 2010 Top Mobile Sites by total Minutes spent, in millions, December 2010 M-Commerce Products with the fastest expected Growth, in %, 2011f Two most popular M-Commerce Categories, by monthly Spending in GBP, April 2011 M-Commerce Activities of Mobile and Smartphone Users, in %, May 2010 Biggest Challenges for M-Commerce, in %, April 2011 10 strategic Business Aspects for M-Commerce Sites Retailers Opinion towards M-Commerce, 2011 Mobile Payment Activities of Vodafone, 2011

Slovakia
Internet Usage via mobile Phones, by Age Groups, in %, 2010

Slovenia
Mobile Internet Users, in % of the Population, 2006-2010 Internet Usage via mobile Phones, by Age Groups, in %, 2010

Spain
Purchases / Downloads from Mobile Devices in %, 2009 Mobile Internet Users by Age and by Gender, in %, January 2010

Sweden
Share of Online Shoppers who made a Purchase through their Mobile Phones; Sweden vs. Nordic Region Average, in %, 2009 Share of Online Shoppers who consider purchasing Products via Mobile Phones; Sweden vs. Nordic Region Average, in %, 2009 Reasons for not using Mobile Phones for Internet Shopping, in %, 2009 Mobile Broadband Trends, 2010

Switzerland
Mobile Internet Usage Trends, 2010 Mobile Internet Usage from Smartphones, by Frequency, in %, 2010 Share of Mobile Internet Users who want to find Products and Services, and Share of Mobile Internet Users who want to read User Reviews, in %, 2010

Ukraine
Mobile Internet Users, in % of Internet Users, 2007-H1 2010

Turkey
Internet Usage via mobile Phones, by Age Groups, in %, 2010 Share of Mobile Payments on total E-Commerce Transactions / most popular Payment Methods, in %, 2010 Mobile Payment through NFC Technology, 2010/2011

5. ASIA-PACIFIC Regional
Consumers who plan to use M-Commerce within 3 Months, in %, 2010 Consumers who favor Mobile Payment over traditional Payment Forms, in %, 2010

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Global Mobile and M-Commerce Trends 2011

Table of Contents (5 of 5)
5. ASIA-PACIFIC (cont.) Australia
M-Commerce Trends; including Sales, in AUD million, 2010 Top 10 Items bought using Mobile Devices, in AUD million, 2010 Top 10 Items Consumers intend to purchase if they are available for Purchase on Mobile, 2010 7 M-Commerce Case Studies, 2010

5. ASIA-PACIFIC (cont.) Singapore

Number of Mobile Shoppers (thousands), Sales (SGD million) generated through M-Commerce, and Share of M-Commerce on E-Commerce Sales, 2010 Share of Online Shoppers who are willing to make Purchases with their Mobile Phone, and Share of High-Income Shoppers who are interested in Mobile Shopping, in %, 2010

China
M-Commerce Trends; incl. Estimate for the Mobile Online Shopping Market, in USD billion, 2010 Activities of Mobile Internet Users, in %, June 2010 Usage of Mobile Internet Sites, by Category, in %, Q1 2010 Mobile Internet Usage Trends, 2010 Mobile NFC Payment Trends, including Number of Users, 2010 & 2011f

South Korea
Economic Activities of Mobile Phone Internet Users, in % of Mobile Phone Internet Users, 2010 Smartphone Activities of Online Retailers, 2010

Taiwan
Mobile Internet Users, in % of Internet Users, 2009-2010 Trends about Google-branded Smartphones, 2011

India
Foundation Trends of M-Commerce, 2010 M-Commerce News of eBay India, 2011

Thailand
Share of Respondents, in %, who made a Purchase with their Mobile Phone in the last 3 Months to Sep./Oct. 2010, and Share of Respondents, in %, who plan to do so within the 6 Months from Sep./ Oct 2010 Top 5 Mobile Shopping Items, in %, 2010

Japan (Top Country)

Top Mobile Activities by % Share of total Mobile Users, December 2010 Mobile Phone Behavior, Users of certain Features as % of total Mobile Audience, December 2010 Location of Mobile Wallet Purchase for Mobile Users, in millions, December 2010 Mobile Commerce Share of Rakutens total E-Commerce Revenue, in %, Q2 2004-Q2 2009

6. OTHER COUNTRIES South Africa

Share of Respondents who access the Internet with their Mobile Phone, in %, 2009-2010 Share of Respondents, in %, who made a Purchase with their Mobile Phone, Sep./Oct. 2010, and Share of Respondents, in %, who plan to do so within the 6 Months from Sep./Oct 2010

Malaysia
Number of Mobile Shoppers (thousands), Sales (RM million) generated through M-Commerce, and Share of M-Commerce on E-Commerce Sales, 2010 Main Activities of Mobile Shoppers, in %, 2010 Top 3 Barriers for Mobile Shopping, in %, 2010

UAE
Share of Respondents, in %, who made a Purchase with their Mobile Phone in the last 3 Months to Sep./Oct. 2010, and Share of Respondents, in %, who plan to do so within the 6 Months from Sep./Oct 2010 Share of Consumers who access the Internet with their Mobile Phones, in %, 2010 Top 3 Product Categories purchased via Mobile Phone, in %, 2010
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Philippines
Information about Mobile Payment Gateway Gcash and its Products, 2010 Information about Mobile Payment Gateway Smart Money, 2010

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Global Mobile and M-Commerce Trends 2011

Samples
RESEARCH ON INTERNATIONAL MARKETS
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TNT Express agreed to acquire a 50% stake in French parcel delivery company Adrexo Colis to strengthen its position in B2C E-Commerce.
France: E-Commerce Activities of TNT Express and Adrexo Colis, 2010
TNT Express agreed to acquire a 50 percent stake in French parcel delivery company Adrexo Colis in a bid to strengthen its position in the country's fast growing market for e-commerce and business-to-consumer deliveries. The deal, which requires regulatory approval, will allow Netherlandsbased TNT Express and Spir Communication, Adrexo's parent, to speed up the development of standard home delivery services with 48-hour and 72-hour delivery guarantees across France. Adrexo Colis, which has 300 full time employees, delivered 22 million parcels and generated revenue of $70 million in 2009. TNT Express said its 450-strong French sales force will market the new Adrexo Colis delivery service across France, complementing its own express services in the country. TNT Express has 120 hubs and depots in France serving 620 scheduled trucking services and 14 daily air connections. TNT said the French e-commerce market for products and services was worth over $33 billion in 2009, an increase of 26 percent on 2008. The number of online stores grew 35 percent during the period to 64,100.
Source: Journal of Commerce Online, December 2010

45

RESEARCH ON INTERNATIONAL MARKETS

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In 2010, Door-to-Door delivery services were the most used delivery option in South Korean B2C E-Commerce with 92%.
South Korea: Used Delivery Services of B2C E-Commerce Orders, in %, 2009-2010

2009 Total Self-run delivery Door-to-door delivery services Postal services Offline partnership Others 100 2.8 87.0 1.5 6.2 2.4

2010 100 2.9 92.1 1.2 2.2 1.6

Year-on-Year Change +0.1 +5.1 -0.3 -4.0 -0.8

Source: Statistics Korea, March 2011

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