Dutch mobile spending increased to € 1.3 billion in 2013


Nearly three million buyers through smartphone or tablet in second half of 2013
Online consumer spending through smartphones and tablets increased to € 1.3 billion in 2013. In the last six months of the year, mobile spending amounted to € 735 million; this was 13% of the total e-commerce market. With this, the spending through smartphones and tablets more than doubled in comparison with the same period in the preceding year. This is evident from the 2013-2 M-commerce Monitor, the six-monthly research into mobile consumer spending conducted by Blauw Research. The research was conducted in cooperation with Thuiswinkel.org, the association of more than 2,000 online shops in the Netherlands, and was also made possible by iDEAL.

Wijnand Jongen, Director of Thuiswinkel.org: “We notice a significant increase in online purchases through mobile devices. In 2012, m-commerce amounted to € 560 million and in 2013 this number already increased to € 1.3 billion. In other words, it more than doubled! The share of products and services that were purchased through smartphones amounted to about 30%, or to nearly € 400 million. Naturally, it will especially be interesting to follow the developments of the smartphone in the upcoming years, as well as where these purchases will take place: at home, en route, at work, in the subway, at the station, in the shopping street, or in the store?”

Nearly three million mobile buyers in the last six months of 2013
The strong increase in mobile consumer spending is partly due to the fact that more and more people purchase online using their smartphone or tablet. The number of mobile buyers increased to 2.7 million in the last six months of 2013. This is almost twice as much as a year before. Frank Sibbel, Managing Partner at Blauw Research: “Consumers experience ordering products and services through their mobile devices as something that is very easy. The mobile device is often within reach and people can find information and order products and services in a fast and easy way. Due to the rapid growth of the number of mobile devices, consumers spend more and more time online and as a result, they order products and services through their mobile device increasingly often.”

Rapid growth in number of orders through smartphones and tablets as well
In the second part of 2013, more than 14 million orders were placed through mobile devices, which represents a growth of 84% compared to the same period in the preceding year. In total, more than 26 million online orders were placed through a smartphone or tablet in 2013. Consumers also make larger or more expensive purchases increasingly often through their mobile devices. On average, they spent € 52 per order in the last six months of the year, which was 21% more than in 2012. Generally speaking, payment of mobile purchases primarily takes place with iDEAL, just as is the case with other online purchases.

Mobile purchasing primarily takes place through tablets
Most purchases are made through tablets; seven out of ten consumers order their products and/or services primarily with this mobile device. Almost 75% of mobile spending was made with the use of tablets (€ 532 million). Tablets are especially used at home, often as a replacement of laptops. Nearly all mobile buyers who made their last order on this device did so from their homes (96%). Smartphones are more often used outside the home (such as en route or at work) for mobile shopping (37%). People who buy online using their tablet are more positive about mobile shopping than the ones who use their smartphone. As a result, they make almost half of their online purchases using a mobile device. People who use their smartphone for mobile shopping still make one third of their online orders through a mobile device.

Clothing & shoes largest mobile
Clothing & shoes is the most popular mobile segment, with regard to both purchases through tablets and purchases through smartphones. Nearly six out of ten mobile buyers ordered in this segment in the second half of 2013. The other top 5 segments were Books (30%), Tickets (26%), Personal Care Products (25%) and Toys (23%)

Growth in mobile buyers strong driver
The number of mobile buyers will continue to grow significantly for the time being. The tremendous growth in mobile buyers remains a strong driver for the online shopping market. In addition, current barriers will decrease. Websites that are not yet well prepared at the moment will be increasingly better adapted to the (smaller) mobile screen. Frank Sibbel: “Responsive design and new mobile payment forms provide more experience and convenience, and will contribute to further growth. Consumers will switch between devices more and more easily. In the morning, they start to look around on the market using their smartphone, in the afternoon they continue their search at the office, and in the evening they use their tablet to place the order, which can subsequently be collected in the shop. As a result, the mobile channel will be used more easily and increasingly often.” It is expected that mobile spending will continue to increase significantly to a turnover of around € 2 billion in 2014. This amounts to about 17% of the total online shopping market.