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市場調查報告書

歐洲的行動商務調查

Europe M-Commerce Snapshot 2015

出版商 yStats.com GmbH & Co. KG 商品編碼 254765
出版日期 內容資訊 英文 58 Pages/Charts
商品交期: 最快1-2個工作天內
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歐洲的行動商務調查 Europe M-Commerce Snapshot 2015
出版日期: 2015年03月17日 內容資訊: 英文 58 Pages/Charts
簡介

行動消費在歐洲市場已相當穩定。西歐各國智慧手機、平板普及率皆居全球排行前幾名。中歐則是德國行動消費者普及率佔智慧手機/平板擁有者之冠,2013年行動商務佔總線上零售銷售額10%以上。西歐地區英國行動零售佔整體B2C電子商務銷售額之冠,透過平板電腦的銷售額比透過智慧型手機的成長更快。東歐俄羅斯則約有三分之一行動網路用戶線上購買商品。

本報告提供歐洲行動商務市場相關調查分析,為您彙整各地各國的市場趨勢,概述為以下內容。

第1章 經營管理摘要

第2章 全球趨勢&比較

  • 行動商務概要及趨勢
  • 行動購買的頻率明細:智慧型手機·平板電腦
  • 行動購買的應用和瀏覽器的使用概況
  • 行動寬頻用戶數(平均一百位國民):各地區
  • 使用了行動電話的網路消費者數比例:各地區
  • 一週最少一次透過智慧型手機網路購物的用戶比例:主要國家
  • 店內使用行動電話的用戶比例(包含購物)
  • 購物中在店內使用行動電話來比較價格的消費者比例:主要國家

第3章 歐洲

  • 地區趨勢
    • 智慧型手機/平板電腦線上購買普及率(歐盟5國):網路用戶別,各國
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
  • 英國
  • 德國
    • 行動電子商務的銷售額:各設備
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
    • 行動電子商務的銷售額
    • 行動電子商務的銷售額明細:智慧型手機/平板電腦別
    • 透過智慧型手機點閱的零售業者網站/應用程式:智慧型手機所有者點閱率
    • 透過智慧型手機點閱的零售業者網站/應用程式(行動用網站/應用程式經由):智慧型手機所有者點閱率
  • 法國
    • 行動購買普及率:各年齡層/性別,網路消費者
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
    • 最近的行動電子商務購買明細:各產品類型
    • 行動電子商務所使用的設備:行動消費者
  • 俄羅斯
    • 行動消費者數
    • 行動消費者數:智慧型手機別,平板電腦別行動電子商務的銷售額
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
    • 行動購買普及率:智慧型手機所有者,城市的各規模
  • 義大利
    • 來自智慧型手機的行動電子商務銷售額
    • 智慧型手機佔B2C 電子商務全體的行動電子商務銷售額佔有率
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
  • 西班牙
    • 行動購買普及率:網路用戶
    • 行動電子商務的銷售額
  • 荷蘭
    • 行動電子商務的銷售額
    • 行動電子商務的銷售額明細:智慧型手機/平板電腦別
    • 行動電子商務佔B2C 電子商務全體的銷售額佔有率
  • 土耳其
    • 上網使用設備:上網用戶中
    • 線上支出的明細:各設備(包含行動電話)
  • 波蘭
    • 行動購買普及率:各年齡層/性別,網路用戶
    • 行動購買普及率:智慧型手機所有者
    • 網路購物所使用的設備:網路消費者
  • 瑞典
    • 網路購物所使用的設備:網路消費者

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目錄
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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