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Executive Summary
Mobile commerce is growing like a weed. Mobile is 29% of eCommerce transactions in the US and 34% globally. By
the end of 2015, mobile share is forecast to reach 33% in the US, and 40% globally.
US Mobile transactions grew 10% in the last 3 months: Growth continues across all retail categories, especially
with top quartile retailers.
Its all about smartphones: In most countries, including the US, smartphones are now the majority of mobile
transactions.
There is no limit: For the first time Japan and South Korea had over 50% of their eCommerce transactions on
mobile.
Consumers view the same number of products on smartphone and desktop sites: Lower mobile conversion
rates in the US are due to weaknesses in turning this browsing into completed purchases.
These trends and forecasts come from Criteos Q1 2015 State of Mobile Commerce Report, based on its unique pool of online shopping
data covering 1.4 billion transactions totaling over $160 billion of annual sales. Mobile Commerce in this report excludes NFC/proximity
payments.
Copyright 2015 Criteo
The 3 Key US
Mobile Shopping
Trends
#1
Mobile transactions
grew 10% in the last 3
months.
38%
35%
35%
30%
29%
27%
25%
Average
Top Quartile
US
Q4 2014
Q1 2015
Note -Top quartile consists of retailers with the highest share of mobile transactions.
South Korea
UK
Spain
US
Germany
Netherlands
Italy
France
Russia
Brazil
0%
10%
20%
Q1 2015
30%
Q4 2014
40%
50%
Mobile now generates over 20% of sales in all retail verticals except Home
Mobile Share of eCommerce Transactions, by Category
Fashion and Luxury retailers have
the highest share of mobile
transactions with Mass Merchants
as a close second.
Fashion &
Luxury
Mass
Merchants
Travel
Sporting
Goods
Health &
Beauty
Home
US, Q1 2015
0%
5%
10%
15%
20%
25%
30%
35%
38%
35%
35%
30%
25%
20%
15%
10%
6%
7%
5%
0%
Bottom Quartile
Top Quartile
US
Q4 2014
Q1 2015
Note -Top quartile consists of retailers with the highest share of mobile transactions, and bottom quartile consists of retailers with the lowest share of mobile transactions.
#2
Smartphones
53
Tablets
53%
90%
44%
Q1 2015
45%
Japan
90%
South Korea
99%
UK
44%
Spain
56%
US
53%
Germany
45%
Netherlands
39%
Italy
55%
France
37%
Brazil
65%
Russia
41%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
Smartphones
Tablets
12% growth
9.5%
9.0%
8.5%
8.0%
7.5%
7.0%
Q4 2014
US, Q1 2015
Q1 2015
6.0%
Retail
9.5%
8.2%
Travel
9.2%
Android Smartphone
US, Q1 2015
Copyright 2014
2015 Criteo
iPhone
#3
The mobile conversion
funnel has arrived.
In the US, mobile conversion funnel looks similar to desktop but with weaker
completion rates
Desktop Funnel
Basket
13%
Purchase
11%
US, Q1 2015
Smartphone Funnel
Consumers tend to view the same
number of products on smartphone
and desktop.
Products viewed per user
3.0
Basket
10%
Purchase
8%
US Smartphone Funnel
Purchase
8%
Q1 2015
Purchase
18%
9.35% conversion rate
5%
3.1%
2.7%
2.7%
2.3%
1.5%
US, Q1 2015
2.7%
1.4%
0.5%
0%
Mobile
Overall
2.9%
Android
Smartphone
Average
0.9%
iPhone
Android
Tablet
iPad
Bottom Quartile
$114
$102
$100
$95
$86
$96
$86
$91
$80
$85
$70
$45
$36
$0
Fashion &
Luxury
US, Q1 2015
Sporting Goods
Health &
Beauty
Home
Smartphones
Tablets
Mass
Merchants
Travel
Smartphones
+28% during the
early hours
150
140
130
120
110
100
90
80
70
12-7 am
US, Q1 2015
7-10am
Desktop
10-5pm
Smartphone
5-8pm
Tablet
8-12am
Global
Mobile Commerce
Trends
Japan and South Korea surpassed 50% mobile share this quarter
Mobile Share of Retail eCommerce Transactions
Japan
South Korea
UK
Spain
US
Germany
Netherlands
Italy
France
Russia
Brazil
0%
10%
20%
Q1 2015
30%
Q4 2014
40%
50%
Japan
South Korea
UK
Spain
US
Germany
Netherlands
Italy
France
Russia
Brazil
0%
10%
20%
Q1 2015
30%
Q4 2014
40%
50%
South Korea
UK
Spain
US
Germany
Netherlands
Italy
France
Russia
Brazil
0%
5%
10%
15%
20%
Q1 2015
25%
Q4 2014
30%
35%
40%
45%
Japan
South Korea
UK
Spain
US
Germany
Netherlands
Italy
France
Russia
Brazil
0
50
100
150
200
250
300
350
Q1 2015
What
will the future
look like?
40%
Global
US
30%
20%
10%
Q1 2015
Q2 2015
Q3 2015
Q4 2015
Q4 2015
(Forecast)
Japan
51%
61%
South Korea
50%
57%
UK
43%
45%
Spain
29%
36%
US
29%
33%
Germany
30%
37%
Netherlands
27%
30%
Italy
26%
29%
France
22%
28%
Brazil
12%
20%
Global
34%
40%
About
Criteo
Methodology This reports findings come from individual transaction level data sourced solely
from Criteo based on a selection of around 3,000 online retail and travel businesses globally who
have approximately 1.4 billion transactions per year on their desktop and mobile sites, resulting in
approximately $160 billion worth of annual sales. The data analyzed is for consumer browsing
and shopping behavior in Jan- Feb 2015, across desktop and mobile (smartphone + tablet)
Copyright 2015 Criteo
devices including iPhone, iPad, and Android smartphones and tablets.
Appendix:
Country Specific Data
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
6%
2%
1%
3%
12%
Q4 2014
4%
2%
1%
3%
10%
42%
35%
3.5%
2.2%
58%
2.1%
2.0%
2.0%
iPhone
Android
Tablet
65%
Tablets
0%
Smartphones
Q4 2014
Q1 2015
Mobile
Overall
Android
Smartphone
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
4%
4%
5%
9%
22%
Q4 2014
4%
4%
3%
9%
21%
60%
63%
2.2%
40%
1.6%
Android
Smartphone
iPhone
3.0%
Android
Tablet
iPad
Tablets
0%
37%
Smartphones
Q4 2014
1.6%
2.7%
Q1 2015
Mobile
Overall
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
8%
6%
5%
11%
30%
Q4 2014
6%
4%
5%
11%
26%
60%
4.1%
55%
3.2%
2.6%
40%
45%
Q1 2015
3.3%
Tablets
0%
Smartphones
Q4 2014
2.9%
Mobile
Overall
Android
Smartphone
iPhone
Android
Tablet
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
8%
5%
4%
8%
26%
Q4 2014
7%
5%
3%
8%
24%
48%
45%
1.6%
52%
55%
1.3%
Tablets
2.1%
2.3%
Android
Tablet
iPad
1.5%
0%
Smartphones
Q4 2014
Q1 2015
Mobile
Overall
Android
Smartphone
iPhone
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
22%
24%
2%
4%
52%
Q4 2014
19%
25%
2%
4%
50%
10%
89%
9.0%
9.9%
8.2%
9.3%
90%
Tablets
0%
Q4 2014
Q1 2015
Smartphones
Mobile
Overall
Android
Smartphone
iPhone
Android
Tablet
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
5%
5%
3%
13%
27%
Q4 2014
5%
4%
3%
12%
24%
65%
61%
3.2%
2.5%
2.4%
35%
39%
Q1 2015
1.9%
Android
Smartphone
iPhone
Tablets
0%
Smartphones
Q4 2014
1.8%
Mobile
Overall
Android
Tablet
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
4%
4%
4%
8%
20%
Q4 2014
3%
3%
4%
9%
20%
60%
59%
3.9%
2.8%
40%
41%
Q1 2015
3.8%
iPhone
Android
Tablet
Tablets
0%
Smartphones
Q4 2014
3.7%
Mobile
Overall
Android
Smartphone
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
41%
9%
<1%
<1%
51%
Q4 2014
38%
6%
<1%
<1%
45%
1%
6.7%
6.7%
7.0%
3.8%
98%
99%
2.5%
Tablets
0%
Smartphones
Q4 2014
Q1 2015
Mobile
Overall
Android
Smartphone
iPhone
Android
Tablet
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
11%
5%
4%
9%
29%
Q4 2014
9%
6%
3%
10%
28%
47%
44%
2.3%
1.8%
53%
56%
1.5%
1.7%
Android
Smartphone
iPhone
2.7%
Tablets
0%
Smartphones
Q4 2014
Q1 2015
Mobile
Overall
Android
Tablet
iPad
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
6%
12%
4%
20%
43%
Q4 2014
6%
10%
4%
21%
41%
61%
56%
3.2%
39%
44%
Q1 2015
2.9%
Android
Smartphone
iPhone
3.3%
Android
Tablet
iPad
Tablets
0%
Smartphones
Q4 2014
3.0%
3.4%
Mobile
Overall
iPhone
Android tablet
iPad
Total Mobile
Q1 2015
6%
9%
2%
11%
29%
Q4 2014
6%
8%
2%
11%
27%
48%
47%
2.7%
52%
53%
2.7%
2.9%
3.1%
Android
Tablet
iPad
2.3%
Tablets
0%
Smartphones
Q4 2014
Q1 2015
Mobile
Overall
Android
Smartphone
iPhone