Dutch mobile buying reaches 1.7 million consumers, a 73% growth


M-commerce turnover €310 million in the 2nd half of 2012 І Most mobile purchasers order clothes
An increasing number of the Dutch are discovering the convenience of purchasing online via their smartphone or tablet. In the last six months of 2012, 1.7 million consumers used a mobile device to purchase something online. This is an increase of 73% in the number of mobile purchasers in comparison to the last six months of 2011. This is apparent from the M-commerce Monitor 2012-2, Blauw Research’s half-yearly research into mobile online purchases. The research is commissioned by Thuiswinkel.org, the association that promotes the interests of almost 1800 webshops in the Netherlands.

Wijnand Jongen, director of Thuiswinkel.org: “During the course of 2012 as much as €560 million was spent on products and services via smartphones and tablets. This is currently 6% of all online consumer expenditure, which in 2012 amounted to €9.8 billion. The number of consumers with access to a tablet or smartphone keeps on growing. Almost all old mobile telephones are being replaced by a smartphone. It is good to see that the number of mobile purchasers is growing. This represents opportunities for retailers of online products and services. Many retailers are already capitalising on this by developing user-friendly mobile websites and apps. In fact, traders who want to keep up to date cannot afford to ignore M-commerce.”

Most mobile purchases order clothes
1.4 million of the 1.7 million mobile purchasers via smartphones or tablets purchased products and/or services. Other mobile purchasers purchased only apps and downloads via a smartphone or tablet. The most popular product group among mobile purchasers is clothes, with 34% purchasing in this segment. Other popular product groups are books (24%), sports items (20%), personal care (17%) and computer hardware (16%). Among services, most mobile orders were for tickets (music, film, sport) (14%). Wijnand Jongen: “What is noticeable is that these particular segments are among the top 5 most popular mobile purchases. The relatively small segments of the online branch, such as books, sports items and personal care, are doing really well via mobile channels. Clearly, M-commerce offers prospects for a range of segments.”

Mobile orders 12% of the total online market
In the second half of 2012 mobile purchasers placed in total 5.5 million orders (products and/or services) via their smartphone or tablet. This is 12% of the total number of orders in the online market in the same period (source: Thuiswinkel Market Monitor 2012). These are for the moment mainly small orders. On average mobile purchasers spend €56 per order on products and services, half of what consumers spend online per order (€112). Frank Sibbel, Managing Partner of Blauw Research: “Mobile purchasers placed mainly smaller orders, which is mainly to do with habituation and confidence. Half of mobile purchasers still prefer to place large, expensive orders via their laptop or home computer”. In the second half of 2012 the total turnover in the M-commerce sale of products and services amounted to €310 million, 6% of the total online market turnover in the second half of 2012.

Mobile purchasers mainly order at home
Half of the mobile purchasers placed their most recent mobile order (products/services) via a tablet (51%). Almost all these purchasers did this at home (92%). Two-thirds of smartphone purchasers also order at home. A quarter of the smartphone purchasers do shop online in other locations (work, shop, school) and 10% order en route (train, car).

Convenience the most important driver of M-commerce
Convenience is the most important reason for purchasing online with a smartphone or tablet: a smartphone is always within hand’s reach; being able to order everywhere gives consumers a sense of freedom and they like purchasing online at home, sitting on the sofa with their tablet. Purchasers are annoyed by the small screen (of smartphones) and mobile websites that do not work well. Consumers also regard the sense of insecurity when ordering and paying via mobile apparatus as a barrier.

Enormous growth in M-commerce expected
Two-thirds of mobile purchasers expect to order via their smartphone and tablet more often during the first half of 2013. Frank Sibbel: “In 2013 we expect an enormous growth in the number of mobile purchasers, for both smartphones and tablets. These purchasers will place mobile orders more often because of convenience and technological developments in mobile websites and apps. By the end of 2013 we therefore expect a mobile turnover in products and services in the region of €1 billion, almost 10% of the total online market”.