2017全球移动电子商务视角报告（英文版）_59页_2mb

Summary of "A Global Perspective of Mobile Commerce" (September 2016)

Core Content

This report provides an in-depth analysis of mobile commerce behavior across 19 countries, focusing on consumer purchase and payment activities, motivations, and the impact of mobile advertising and social media.

Main Points

• Mobile Commerce Landscape:

  • Mobile commerce is a global phenomenon with 75% of mobile Internet users purchasing via their smartphone or tablet in the past 6 months.
  • Mobile purchases account for nearly 31% of total monthly purchases, with frequent users (nearly a quarter) making weekly purchases.
  • APAC leads in frequent mobile purchases, with China and Australia showing the highest frequency.
  • The market is growing, with 57% of users having made mobile purchases for over a year and 43% as new adopters.
  • Key new adopter markets include Austria, Peru, and Colombia.

• Motivations and Satisfaction:

  • 80% of mobile purchasers are satisfied with their experience, with the UK and Canada showing higher satisfaction (89% and 87% respectively).
  • 62% of mobile purchasers plan to buy more via their mobile device in the next six months.
  • The main motivations for mobile purchases are convenience (49%), time saving (46%), and price (34%).
  • Trust is a significant barrier, with 44% of users citing it as a reason for not purchasing more.
  • In some markets, such as France, Ireland, and Sweden, lack of need and cost concerns are also prominent barriers.

• Purchase Behavior on Mobile:

  • Mobile purchase is part of a multichannel experience, with showrooming and multiscreening being common behaviors.
  • Retailer sites/apps, auction sites/apps, and brand sites/apps are the leading destinations for mobile purchases.
  • Consumers purchase a wide range of products and services, including fashion, travel, food, and public service payments.
  • In APAC, messaging apps are more influential than in other regions.
  • Payment methods vary by region, with credit/debit cards on mobile web and online payment services being the most popular globally.
  • Mobile wallets are more popular in APAC than in other regions.

• Mobile Ads and Social Media:

  • Mobile advertising plays a significant role in driving consumer engagement, with 76% of mobile purchasers interacting with mobile ads in the past six months.
  • 33% of users clicked on ads to find more information, 28% to visit the advertiser’s website, and 21% to make a purchase.
  • Social media is a key channel for product and service discovery, with 60% of users often finding new products via this channel.
  • The UK and Canada show strong engagement with mobile ads, with higher rates of clicking to purchase and sharing.
  • In Austria, consumer engagement with mobile advertising is lower.

Key Insights

• Mobile commerce is growing globally, with high satisfaction and future purchase intent.
• Convenience and time-saving are the primary drivers of mobile purchasing.
• Trust and security concerns are major barriers to further adoption.
• Payment methods differ across regions, with credit/debit cards on mobile web and online payment services being the most common.
• Mobile advertising and social media are crucial in driving engagement and influencing purchase decisions.
• There are regional differences in purchasing behavior and motivations, with APAC showing unique trends in app usage and payment methods.