Retailers across Europe need to develop their m-commerce strategies fast as many shoppers across the region plan on using their mobile devices for m-commerce in the next year.
Just as most of us are getting used to e-commerce, a new kid rocks up and starts throwing his weight around in the digital marketplace. That is right, m-commerce is here and its getting all up in your face!
According to new figures released by Akamai, media distribution specialists, a third (30%) of consumers across Europe are using, or plan to use, their mobile devices to conduct e-commerce.
Ten percent of them are already using mobile devices to make purchases and 20% intend to start doing so within the next 12 months. I must add that I personally have completed a number of purchases from my mobile phone, from pizza to dvds.
The evidence indicates that despite there being thousands of mobile apps relating to retailers and brands, consumers in prefer to use mobile browsers to access the Internet. I have done both and although the Amazon app is adequate, a mobile friendly website is much better and usually more up to date with offers and your shopping history.
Recent research by Orange indicates that, mobile browser use was found to be highest in the U.K. (70%) although a similar percentage of French mobile users also prefer browsers (68%). The Spanish are split evenly between browsers and apps while Poland is the only country to favor apps over browsers (45% vs. 39%).
"With increasing numbers of shoppers going online with mobile devices, it is important for retailers to get their mobile e-commerce strategies right the first time and the need for security, website performance, scalability and availability has never been more important to underpin success in the online marketplace," says Akamai's international marketing vice-president, Martin Haering.
Akamai's research also indicates an increase in online spending among 30% of the 1,500 respondents while Spain emerged as the fastest growing e-commerce market in Europe, where 44% of consumers reported a willingness to spend more on-line. The highest spenders online in Europe tend to be aged between 35 and 54 years of age, each spending around $2,111 per year.
Nearly two thirds (62%) of respondents purchased clothes and footwear online, making this the largest category of spend in the survey, followed by more 'traditional' online items such as books and magazines (59%). Online travel accounted for nearly half (47%) of spend.
"E-commerce sales keep growing - despite the recession online sales grew by over 20% in 2009 - and the market is rapidly diversifying," commented Ivano Ortis, research director at IDC Retail Insights, which carried out the research.
"Basket size is increasing, as is the level of services and support that customers are expecting from e-commerce websites."
The moral of the story is, if your customers are diversifying the way they shop, are you diversifying the way you sell? If you are still holding out in going e-commerce, this is the time to address that and look at making your new site mobile friendly.
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