Akamai: European shoppers moving to m-commerce – Mobile Marketing – BizReport

BizReport : Mobile Marketing : November 09, 2010

Akamai: European shoppers moving to m-commerce

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.

by Helen Leggatt

According to new figures released by Akamai, 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.

Despite there being thousands of mobile apps relating to retailers and brands, consumers in some European countries prefer to use mobile browsers to access the Internet.

According to recent research by Orange, 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,” said Akamai’s international marketing vice-president, Martin Haering.

Other key findings from Akamai’s research include 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 online.

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.”

Tags: Europe, mobile marketing, mobile phone

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