Two out of every three people who have a smartphone or tablet have shopped with it over the last 12 months.
The annual ING International Survey – Mobile Banking 2016 revealed a considerable rise in European mobile commerce. In fact, 66 percent of mobile device owners in Europe had purchased something over their smartphone or tablet during the last year.
This represented a notable increase over the figure from the year before when it was 58 percent.
The countries in which European mobile commerce was the strongest are: Turkey, Italy and Poland. Furthermore, 50 percent of mobile shoppers will probably go back to a store that has retained their mobile payment data. The convenience of not having to re-enter credit card or bank account details is an appealing one to smartphone using shoppers in Europe.
The current data shows more Europeans are using mobile commerce apps and websites than ever before. They are purchasing both services and products. Among products purchased over m-commerce, electronics and clothing are the most popular.
The survey suggested “one-click ordering” is a among the top drivers in European mobile commerce.
ING’s research also underscored an increase in mobile banking. The study showed that 82 percent of people who use banking services over mobile phone or tablet are also shopping over those devices.
The European countries most using m-commerce are Turkey at 88 percent of smartphone owners, Italy at 69 percent of mobile device owners, and Poland, also at 69 percent. That said, the countries experiencing the fastest growth of mobile commerce shopping are France and the Netherlands. Smartphone and tablet owners in those countries are taking part in m-commerce 16 percent more this year than they were last year.
The United States is also seeing a rapid growth. It has risen by 16 percent to reach 74 percent this year. In Australia, the growth was much more modest at only 6 percent, bringing it to 49 percent of device users.
European mobile commerce has risen faster among younger generations of smartphone and tablet user. That said, all age groups have grown in their use of mobile shopping.
New report highlights the rapid growth of the mobile shopping space in the coming years
Forrester Research has published a new report concerning online sales throughout Europe. A growing number of consumers in European countries are beginning to favor shopping online, purchasing products and having them delivered directly to their homes. The report predicts that online shopping will continue to gain momentum throughout Europe in the coming years. Mobile commerce is expected to play a major role in the digital space as well, especially as more people become comfortable with using mobile-centric services offered by retailers and other businesses.
49% of all digital sales throughout Europe may be made from a mobile device by 2018
According to the report, mobile commerce is expected to account for 49% of all online sales in Europe by 2018. Mobile spending is expected to reach approximately $25 billion by the time, nearly representing the majority of all digital spending made in Europe. Tablets are likely to account for a significant portion of mobile spending, as these devices are quickly becoming a favored mobile commerce platform among consumers.
Adoption of mobile commerce is accelerating rapidly
The adoption of mobile commerce among businesses and consumers have been growing rapidly over the past two years. Retailers have begun seeing people using their mobile devices while shopping more regularly, with many of these people using their smartphones and tablets to research products before making a purchase. In order to engage the mobile audience, many retailers have begun adopting mobile-centric services, particularly those that facilitate mobile payments.
Retailers could find significant success by supporting the mobile audience
As people become more comfortable with mobile shopping, they are beginning to do so more regularly. Retailers that are moving to support this could see significant success in the coming years, while those that resist mobile commerce may find it difficult to connect with consumers. The mobile space is expected to be particularly active during the holiday season, during which many people may seek to exploit the convenience that mobile commerce has to offer them.
