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市场调查报告书

欧洲的行动商务调查

Europe M-Commerce Snapshot 2015

出版商 yStats.com GmbH & Co. KG 商品编码 254765
出版日期 内容信息 英文 58 Pages/Charts
商品交期: 最快1-2个工作天内
价格
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欧洲的行动商务调查 Europe M-Commerce Snapshot 2015
出版日期: 2015年03月17日 内容信息: 英文 58 Pages/Charts
简介

行动消费在欧洲市场已相当稳定。西欧各国智能手机、平板普及率皆居全球排行前几名。中欧则是德国行动消费者普及率占智能手机/平板拥有者之冠,2013年行动商务占总线上零售销售额10%以上。西欧地区英国行动零售占整体B2C电子商务销售额之冠,透过平板计算机的销售额比透过智能型手机的成长更快。东欧俄罗斯则约有三分之一行动网路用户线上购买商品。

本报告提供欧洲行动商务市场相关调查分析,为您汇整各地各国的市场趋势,概述为以下内容。

第1章 经营管理摘要

第2章 全球趋势&比较

  • 行动商务概要及趋势
  • 行动购买的频率明细:智能型手机·平板计算机
  • 行动购买的应用和浏览器的使用概况
  • 行动宽带用户数(平均一百位国民):各地区
  • 使用了行动电话的网路消费者数比例:各地区
  • 一周最少一次透过智能型手机网路购物的用户比例:主要国家
  • 店内使用行动电话的用户比例(包含购物)
  • 购物中在店内使用行动电话来比较价格的消费者比例:主要国家

第3章 欧洲

  • 地区趋势
    • 智能型手机/平板计算机线上购买普及率(欧盟5国):网路用户别,各国
    • 行动电子商务占B2C 电子商务全体的销售额占有率
  • 英国
  • 德国
    • 行动电子商务的销售额:各设备
    • 行动电子商务占B2C 电子商务全体的销售额占有率
    • 行动电子商务的销售额
    • 行动电子商务的销售额明细:智能型手机/平板计算机别
    • 透过智能型手机点阅的零售业者网站/应用程序:智能型手机所有者点阅率
    • 透过智能型手机点阅的零售业者网站/应用程序(行动用网站/应用程序经由):智能型手机所有者点阅率
  • 法国
    • 行动购买普及率:各年龄层/性别,网路消费者
    • 行动电子商务占B2C 电子商务全体的销售额占有率
    • 最近的行动电子商务购买明细:各产品类型
    • 行动电子商务所使用的设备:行动消费者
  • 俄罗斯
    • 行动消费者数
    • 行动消费者数:智能型手机别,平板计算机别行动电子商务的销售额
    • 行动电子商务占B2C 电子商务全体的销售额占有率
    • 行动购买普及率:智能型手机所有者,城市的各规模
  • 义大利
    • 来自智能型手机的行动电子商务销售额
    • 智能型手机占B2C 电子商务全体的行动电子商务销售额占有率
    • 行动电子商务占B2C 电子商务全体的销售额占有率
  • 西班牙
    • 行动购买普及率:网路用户
    • 行动电子商务的销售额
  • 荷兰
    • 行动电子商务的销售额
    • 行动电子商务的销售额明细:智能型手机/平板计算机别
    • 行动电子商务占B2C 电子商务全体的销售额占有率
  • 土耳其
    • 上网使用设备:上网用户中
    • 线上支出的明细:各设备(包含行动电话)
  • 波兰
    • 行动购买普及率:各年龄层/性别,网路用户
    • 行动购买普及率:智能型手机所有者
    • 网路购物所使用的设备:网路消费者
  • 瑞典
    • 网路购物所使用的设备:网路消费者

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目录
Product Code: 1184

Questions Covered in the report:

  • What are the major M-Commerce trends?
  • How fast is M-Commerce growing in European markets?
  • What is the size of M-Commerce and its share on the total B2C E-Commerce in the key markets of the region?

One third of online shoppers in Europe bought from mobile

Europe is the global leader in terms of mobile broadband penetration, though by mobile shopper penetration on online buyers it was behind such leaders as Asia-Pacific and the Middle East and Africa. One-third of online shoppers in Europe used their mobile phones to shop last year.

In the UK, the share of M-Commerce sales via smartphones was below that of tablets in 2014 and is forecasted to decrease further in the coming years. Both in Germany and France the share of M-Commerce was a small double-digit figure, and mobile shopper penetration on online shoppers in these two countries was also similar. Meanwhile, both in Russia and in Italy M-Commerce sales were estimated to double last year, while in Spain they more than tripled. In Poland and Turkey, smartphones were ahead of tablets in share of online shoppers using the device to make purchases over the Internet.

Europe-based international E-Commerce merchants take part in the mobile commerce boom. Cnova, a public E-Commerce company controlled by the French Casino Group, saw a double-digit share of gross merchandise value of its Cdiscount unit coming from mobile in the last quarter of 2014, an increase of over 50% compared to a year ago. Meanwhile, another prominent international player, Germany-based Otto Group, announced investment of a double-digit million Euro figure in tech startups, including those working in the mobile field.

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Table of Contents

1. Management Summary

2. Global

  • M-Commerce Overview and Trends, March 2015
  • Breakdown of Frequency of Mobile Purchase, by Smartphone and Tablet, in % of Online Shoppers, September 2014
  • App and Browser Usage for Mobile Shopping, in % of Mobile Shoppers, November 2014
  • Mobile Broadband Subscriptions per 100 Inhabitants, by Regions, 2014
  • Share of Online Shoppers Using Mobile Phones to Shop Online, by Regions, in %, March 2014
  • Share of Smartphone Users Who Make Purchases via Smartphone at Least Once a Week, in %, by Selected Countries, March 2014
  • Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
  • Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
  • M-Commerce Overview and Trends, March 2015

3. Europe

  • 3.1. Regional
    • Online Shopper Penetration in the EU5, by Smartphone and Tablet, in % of Internet Users, by Country, 2014e
    • Share of M-Commerce on Total B2C E-Commerce Sales in the EU7, 2014e & 2018f
  • 3.2. UK
    • M-Commerce Sales, by Device, in GBP billion, 2012 - 2018f
    • Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2012-2018f
    • M-Commerce Sales, in GBP billion, Q1 2014 - Q3 2014
    • Breakdown of M-Commerce Sales, by Smartphones and Tablets, in %, Q4 2014
    • Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q1 2013 - Q4 2014
    • Retail Websites/Applications Accessed via Smartphone, in % of Smartphone Owners, March 2014
    • Retail Websites and Applications Accessed via Smartphone, by Mobile Website and Mobile Application, in % of Smartphone Owners Accessing, March 2014
  • 3.3. Germany
    • Mobile Shopper Penetration, by Age and Gender, in % of Online Shoppers, 2014
    • Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2013
    • Breakdown of the Last M-Commerce Purchase, by Product Categories, in % of Mobile Shoppers, August 2014
    • Devices Used in M-Commerce, in % of Mobile Shoppers, August 2014
  • 3.4. France
    • Mobile Shopper Penetration, by Tablet and Smartphone, in % of Online Shoppers Who Own Tablet/Smartphone, 2013 & 2014
    • Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2014
    • Products Purchased in M-Commerce via Smartphones, in % of Mobile Shoppers, 2014 & 2015f
  • 3.5. Russia
    • Number of Mobile Shoppers, in millions, 2012 & 2013
    • Number of Mobile Shoppers, by Smartphone and Tablet, in millions, 2013 & 2014
    • M-Commerce Sales, in USD billion, 2013 & 2014e
  • 3.6. Italy
    • M-Commerce Sales from Smartphones, in EUR billion, 2013 & 2014
    • Share of M-Commerce from Smartphones on Total B2C E-Commerce Sales, in %, 2014e
    • Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2014e
  • 3.7. Spain
    • Mobile Shopper Penetration, in % of Internet Users, 2011 - 2013
    • M-Commerce Sales, in EUR billion, 2013 & 2014e
  • 3.8. Netherlands
    • M-Commerce Sales, in EUR million, H2 2012, H1 2013, H2 2013
    • Breakdown of M-Commerce Sales, by Smartphones and Tablets, in % and in EUR million, H2 2013
    • Share of M-Commerce on Total B2C E-Commerce Sales, in %, H2 2013
  • 3.9. Turkey
    • Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014
    • Breakdown of Online Spending, by Device, incl. Mobile, in %, 12 Months to October 2014
  • 3.10. Poland
    • Smartphone Penetration by Age Group, in % of Internet Users, May 2013 & May 2014
    • Mobile Shopper Penetration on Smartphone Owners, in %, May 2014
    • Devices Used for Shopping Online, in % of Online Shoppers, March 2014
    • Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2013 & 2014e
    • Mobile Shopper Penetration, in % of Smartphone Owners, by Size of City of Location, 2014
  • 3.11. Sweden
    • Devices Used for Shopping Online, in % of Online Shoppers, Q3 2014
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