2017全球移动电子商务视角报告（英文版）_61页-2mb

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

Core Content

This report provides a comprehensive overview of the global mobile commerce landscape, focusing on consumer behavior, motivations, and challenges across 19 countries. It highlights the growing importance of mobile devices in purchasing activities and the factors influencing consumer satisfaction and future purchase intent.

Main Points

• Mobile Commerce is a Global Phenomenon: Mobile purchasing is becoming habitual, with 75% of mobile internet users having made a purchase via their smartphone or tablet in the past six months. On average, 31% of monthly purchases are made through mobile devices, either directly or via in-store payments.

• Purchase Frequency and Adoption:

  • Nearly 25% of mobile purchasers make weekly purchases.
  • 57% have been purchasing on mobile for over a year, while 43% are recent adopters (made their first purchase within the last year).
  • APAC leads in frequent mobile purchases, with China and Australia having the highest weekly purchase rates.

• Consumer Motivations and Satisfaction:

  • Convenience (49%) and time saving (46%) are the top drivers of mobile purchases.
  • Price (34%) is also a significant factor.
  • 80% of mobile purchasers are satisfied with their experience, with UK (89%) and Canada (87%) showing the highest satisfaction levels.
  • 62% of mobile purchasers plan to buy more via their mobile devices in the next six months.

• Barriers to Growth:

  • Trust (44%) is the primary barrier to increased mobile purchases, with security and privacy concerns being a key issue.
  • Lack of need (31%), negative experiences (9%), and cost of transaction (12%) are also cited as barriers.
  • In APAC, cost and length of transaction are additional barriers.

Key Insights by Region

• APAC:

  • Mobile purchases account for 31% of monthly purchases.
  • China and Australia lead in mobile purchase frequency.
  • Mobile wallet adoption is growing, though still modest.
  • Price and security are significant motivators and concerns.
  • Travel, food, and home items are popular categories for mobile purchases.

• Europe:

  • Fashion items are the most frequently purchased via mobile.
  • Convenience and time saving are the main motivators.
  • UK and Canada show the highest satisfaction with mobile purchase experiences.

• North America:

  • Convenience and speed are the primary motivators.
  • Mobile web with credit/debit cards and online payment services are the most common payment methods.

• South America:

  • Brazil leads in mobile purchase frequency.
  • Public service payments are a key category.
  • Advertising and price are significant motivators.

Purchase Behavior

• Mobile devices are used for both direct purchases and research/comparison shopping.
  • Showrooming (purchasing after checking in-store) and multiscreening (researching on mobile and purchasing elsewhere) are common.
  • Apps are the most popular purchase destination across all regions.

Payment Methods

• Credit/debit cards on mobile web (40%) and online payment services (37%) are the most popular payment methods.
• Mobile wallets are more prevalent in APAC, though still a small portion of the overall payment mix.

Role of Mobile Ads and Social Media

• 76% of mobile purchasers have engaged with a mobile ad in the past six months.
• 33% clicked on ads to get more information, 28% to visit the advertiser’s website, and 21% to make a purchase.
• Social media plays a crucial role in product discovery, with 60% of mobile purchasers often finding new products/services through this channel.
• 36% of mobile purchasers like to share their purchases and experiences online, indicating potential for leveraging social media for marketing.

Key Takeaways

• Mobile commerce is growing rapidly and becoming a core part of the consumer journey.
• Security, privacy, and trust are critical for continued growth.
• Convenience and value are the main drivers of mobile purchasing.
• Cross-channel integration is essential, as mobile devices are used for research, comparison, and in-store purchases.
• Regional differences exist in purchase behavior, motivations, and payment preferences, indicating the need for localized strategies.

Recommendations

• Enhance security and privacy measures to build consumer trust.
• Leverage mobile ads and social media for product discovery and engagement.
• Optimize the mobile shopping experience to improve convenience and reduce transaction costs.
• Tailor marketing efforts to the specific needs and preferences of each region.