State of Mobile Commerce. Q

State of Mobile Commerce. Q4 2014. JANUARY 2015 STATE OF MOBILE COMMERCE Q4 2014 Executive Summary. Mobile commerce adoption is far ahead of expec...
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State of Mobile Commerce. Q4 2014.

JANUARY 2015

STATE OF MOBILE COMMERCE Q4 2014

Executive Summary. Mobile commerce adoption is far ahead of expectations. Globally, mobile now accounts for 30% of eCommerce transactions. It is expected that mobile will make up 50% of U.S. eCommerce transactions quite soon, as conversion rates reach Asian levels.

There are five new mobile shopping trends eCommerce marketers need to consider:

Mobile is now about purchasing, not just researching: conversion rates are high across all devices and retail categories. Think smartphones: smartphones now generate more transactions than tablets. A third of fashion transactions now come from mobile, with average order values close to desktop levels. Top quartile US retailers generate almost 40% of their ecommerce transactions from mobile, against 27% for US overall. It’s not just Apple: Android phones now generate a third of US smartphone shopping transactions, and much more internationally.

Methodology – Findings in this report come from individual transaction-level data sourced solely from Criteo based on a selection of over 3,000 online retail and travel businesses globally who have approximately 1.1 billion transactions per year on their desktop and mobile sites, resulting in approximately $130 billion worth of annual sales. The data analyzed is for consumer browsing and shopping behavior in October 2014, across desktop and mobile (smartphone + tablet) devices including iPhone, iPad, and Android smartphones and tablets. 1

STATE OF MOBILE COMMERCE Q4 2014

The 5 New US Mobile Shopping Trends.

#1

Mobile is now about purchasing, not just researching. SHOPPERS ARE PURCHASING ON MOBILES ACROSS ALL CATEGORIES.

Mobile Share of Total eCommerce Transactions

FASHION & LUXURY

33%

TRAVEL

27%

SPORTING GOODS

26%

MASS MERCHANTS

23%

HEALTH & BEAUTY

20%

HOME

15%

The Fashion and Luxury category has a high level of mobile adoption, a pattern we see globally. In contrast, the share of mobile transactions is

0%

10%

20%

30%

low in the Home vertical, which includes home improvement, gardening and interior design products.

40%

US, Q4 2014

MOBILE CONVERSION RATES ARE HIGH.

Mobile Retail Conversion Rates

Overall, mobile users look at more products

4%

3.0%

3%

2.5%

2.2%

3.1%

As a result, mobile accounts for 27% of

2.0%

2%

than desktop users before they purchase. all eCommerce transactions in the US, but mobile traffic share is much higher at 38%.

1% 0

Tablet converts better than smartphone today. BL TA

D

RO D N A

US, Q4 2014 Conversion Rate = (No. of Sales) / (No. of *Users) *Users include those with more than a single event** on the website. ** Each time a visitor sees a web page, adds a product to the basket, or makes an online payment, etc., it is counted as an event.

2

weaknesses in smartphone-specific site optimization.

ID

IP A

ET

E N O H IP

A AN RT D PH R O O ID N E SM

M

O

BI

LE

O VE

RA

LL

This partly reflects larger screen sizes, but also

Apple and Android devices have very similar conversion rates.

STATE OF MOBILE COMMERCE Q4 2014

The 5 New US Mobile Shopping Trends.

#2

Top quartile retailers get almost 40% of transactions from mobile.

MOBILE SALES CAN BE INCREASED SIGNIFICANTLY BY ADOPTING BEST PRACTICES.

Mobile Share of eCommerce Transactions, Top vs. Bottom Quartile

Mobile share of transactions for the top quartile of retail and travel players is 35-40%, while the bottom quartile generates less than 10% from mobile. This big variation is driven by factors including the

RETAIL

35% 27% 6%

TRAVEL

39% 30% 9%

quality of the website’s mobile optimization and the type of products being sold. For example,

0%

fashion and luxury items are purchased more on mobile than home improvement products.

TOP

20%

30%

AVERAGE

40%

BOTTOM

US, Q4 2014 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.

Mobile average order value is reaching desktop levels.

Tablet order values are as high as desktop in most categories and smartphones are very close.

$57 $92

$66 $87

mobile order values are reaching desktop levels.

$89 $102

Consumers are comfortable buying on mobile and

$64 $100

Mobile Order Values Compared to $100 Spent on the Desktop

$82 $99

MOBILE AVERAGE ORDER VALUE IS CLOSE TO DESKTOP LEVELS FOR MOST CATEGORIES.

$86 $100

#3

10%

$100 $75 $50 $25

L AV E

M

ER

C

H

TR

M A AS S N TS

E M O H

H EA BE LTH AU & TY

SP O G RTI O N O G D S

$0 SH LU ION XU & RY

travel, home and mass merchants.

FA

Smartphone order values are lower for

SMARTPHONES

US, Q4 2014

TABLETS

3

STATE OF MOBILE COMMERCE Q4 2014

The 5 New US Mobile Shopping Trends.

#4

Smartphones have overtaken tablets in mobile transactions. MAJORITY OF MOBILE TRANSACTIONS ARE NOW ON SMARTPHONES, BOTH FOR TRAVEL AND RETAIL.

Smartphone vs. Tablet Share of Mobile Transactions

Tablets dominated mobile transactions a year ago, but now the majority of mobile transactions in the US come from smartphones. Tablets have higher

RETAIL 47% 53%

TRAVEL 34% 66%

conversion rates, but smartphones generate more transactions due to significantly higher traffic. This reflects rapid increases in smartphone usage, improvements in mobile websites and increasing

SMARTPHONES

consumer familiarity with smartphone purchasing.

TABLETS

US, Q4 2014

SMARTPHONES ARE PARTICULARLY STRONG FOR FASHION AND TRAVEL PURCHASES.

Smartphone Share of Mobile Transactions by Vertical

65%

35%

66%

34%

FASHION & LUXURY

49%

51%

49%

51%

47%

53%

32%

68%

HEALTH & BEAUTY SPORTING GOODS MASS MERCHANTS

HOME 0%

20%

40%

SMARTPHONES

4

particularly big in travel, fashion and luxury. In contrast, the Home vertical, which includes

TRAVEL

US, Q4 2014

The smartphone, rather than the tablet, is

60%

80% TABLETS

100%

home improvement, gardening and interior design products, sees both low smartphone transactions and low overall mobile transactions.

STATE OF MOBILE COMMERCE Q4 2014

The 5 New US Mobile Shopping Trends.

#5

It’s now important to reach Android shoppers.

ANDROID MATTERS TODAY ON SMARTPHONES.

iPhone and Android Smartphone Share of all eCommerce Transactions

Nearly half of US smartphone travel transactions are now on Android. The share of Android is even higher in many other countries. In retail, Android smartphone is gaining

RETAIL

5.5% 8.5%

TRAVEL

8.7% 10.7%

significance with more than 5% of all transactions, though still less significant than iPhone.

0%

2%

4% ANDROID

Apple continues to dominate on tablets. IPad generates 11% of retail transactions

6%

8%

10%

IPHONE

US, Q4 2014

vs. 2% from Android tablets. Due to the ongoing growth of smartphone commerce, Android looks set to grow its share of all retail sales.

5

STATE OF MOBILE COMMERCE Q4 2014

Global Mobile Commerce Trends. MOBILE NOW ACCOUNTS FOR 30% OF GLOBAL ONLINE RETAIL SALES, WITH ASIA LEADING THE PACK.

Mobile Share of Online Retail Transactions, by Country

Japan and South Korea are advanced markets for

WESTERN MARKETS

49%

mobile shopping with more than 45% of online

SOUTH KOREA

45%

retail transactions coming via mobile devices.

UK

41%

SPAIN

28%

US

27%

GERMANY

26% GLOBAL AVERAGE = 30%

ASIA

JAPAN

NETHERLANDS ITALY FRANCE

EMERGING MARKETS

RUSSIA BRAZIL 0%

10%

20%

30%

24%

UK leads the Western markets with 41% of transactions from mobile. Emerging markets like Brazil and Russia have lower share of mobile transactions than Western markets.

24% 21% 20% 10% 40%

50%

US, Q4 2014

SMARTPHONE SHOPPING IS PREFERRED IN ASIA, WHILE TABLETS ARE IMPORTANT IN THE WEST.

Smartphone and Tablet Share of eCommerce Transactions

ASIA WESTERN MARKETS EMERGING MARKETS

45% 1%

JAPAN

44% 5%

UK

16% 25%

SPAIN

15% 13%

US

14% 13%

ITALY

12% 11%

GERMANY

10% 15%

UK leads the Western markets in share of

NETHERLANDS

9% 16%

both smartphone and tablet transactions.

FRANCE

8% 13%

RUSSIA

7% 13%

BRAZIL

6% 4%

0%

10%

20%

SMARTPHONES

US, Q4 2014 6

Asia leads the way in smartphone purchases with

SOUTH KOREA

30%

40% TABLETS

50%

close to 45% of eCommerce transactions happening on smartphones and very little tablet share. In the rest of the world, tablet is significant, and sometimes still represents more than half of mobile transactions.

Brazil and Russia have fairly low levels of smartphone purchasing. However, share of tablet transactions in Russia is high and similar to most Western markets.

STATE OF MOBILE COMMERCE Q4 2014

Global Mobile Commerce Trends. Mobile Conversion Rates Compared to the US (Benchmarked at 100)

JAPANESE ECOMMERCE SITES HAVE MOBILE CONVERSION RATES DOUBLE THE US. Mobile conversion rates in Japan are much

202

JAPAN

higher than the US. This partly reflects a

SOUTH KOREA

161

market where advertisers have been delivering

GERMANY

136

transactional mobile websites for longer.

UK

123

NETHERLANDS

107

US

100

SPAIN

70

FRANCE

68

BRAZIL

68

ITALY

59 0

50

100

150

The improving quality of mobile websites, greater usage of large-screen smartphones, and improvements in mobile payment methods are likely to boost conversion rates across Western markets. If US conversion rates matched Japan, then mobile commerce would deliver almost half of all US ecommerce.

200

US, Q4 2014

ANDROID NOW GENERATES MORE TRANSACTIONS THAN THE IPHONE IN MANY COUNTRIES.

Android Share of Smartphone Transactions

SOUTH KOREA

86% 74%

BRAZIL

71% 60%

SPAIN

61% 71%

ITALY

56% 55%

GERMANY

59% 52%

RUSSIA

48% 40%

FRANCE

44% 45%

JAPAN

43% 43%

US

39% 44%

UK

36% 36%

0%

25% RETAIL

50%

75%

Given South Korea is Samsung’s home base, it might not be surprising that Android is responsible for 86% of retail sales on smartphones. Share of eCommerce transactions from Android is now higher than iPhone in many countries including Germany, Italy, Spain, Brazil and South Korea. This is likely to mean greater focus on Android app development in these markets. Apple is especially strong in the US, UK and Japan.

100%

TRAVEL

US, Q4 2014 7

STATE OF MOBILE COMMERCE Q4 2014

What will the future look like? WE SEE FIVE BIG TRENDS FOR 2015:

Growth in mobile commerce is unstoppable. Asia will soon pass 50% of online transactions via mobile devices, while Western markets will catch up.

Smartphones will continue to displace slower-growing tablets. Larger-form-factor phones are an added accelerant to an existing trend toward greater use of smartphones for shopping.

Advertisers will focus heavily on improving their mobile websites. This will lead to dramatic improvements in conversion rates, especially as mobile payments become more seamless.

Apple and Android continue to battle it out, but both are winners. Total percentage of ecommerce generated by both will grow at the expense of Microsoft Windows.

Understanding cross-device behavior will be the biggest challenge and opportunity for marketers in 2015, as a majority of users going through their buying journey interact with the same site through multiple devices.

8

STATE OF MOBILE COMMERCE Q4 2014

About Criteo. Criteo delivers personalized performance marketing at an extensive scale. Measuring return on post-click sales, Criteo makes ROI transparent and easy to measure. Criteo has over 1,000 employees in 21 offices across the Americas, Europe and Asia-Pacific, serving over 6,000 advertisers worldwide with direct relationships with over 8,000 publishers.

Criteo ads reach 994 million unique Internet users (comScore, September 2014).   For more information, please visit www.criteo.com.

This and future Mobile Commerce reports can be found at www.criteo.com/resources/mobile-commerce

Copyright © 2014 Criteo

DECEMBER 2014