1 A Service GLOBAL M-COMMERCE E-commerce Shopper Insights August 2013 MALCOLM PINKERTON Research Director

2 1.Introduction 2.Key Takeaways 3.Recommendations 4.Implications 5.The role of mobiles in shopping 6.The drivers & influencers of spend online via mobiles 7.Country Analysis 8.Charts & Data Tables 9.Methodology Contents

1. Introduction

4 E-commerce shopper assessment: The m-commerce shopper. We surveyed almost 15,000 shoppers in 10 key e-commerce markets to find out about levels of spend online via a mobile, and the role they play in the shopping experience. In addition, we wanted to get a clear understanding of what drives people to use their mobiles for shopping; what influences their purchasing decisions; how they could be encouraged to shop more via their mobile; and what is important to them when doing so. What would encourage more online shopping via a mobile? How do shoppers use their mobile for shopping online and in-store? What influences the choice of retailer when using a mobile for online shopping? What do consumers expect from a website when using their mobile? Base sizes: Those who have used their mobile for online shopping: 3,133. UK 394,USA 372,France 210,Italy 281, Germany 271, Russia 213, China 516, Japan 308, India 423, Brazil 208 Those who have purchased online via their mobile: 2,250. UK 256,USA 261,France 152,Italy 160, Germany 189, Russia 148, China 417, Japan 215, India 316, Brazil 136 Those who use thier mobiles for shopping: 6,949. UK 837,USA 644,France 675, Italy 687, Germany 711, Russia 731, China 743, Japan 599, India 627, Brazil 695

5 Mobiles are changing the retail landscape. Mobile technology is disrupting the traditional path to purchase.  Technology is playing a key role in changing how consumers shop, and influencing their behaviour. The traditional path to purchase has changed, it has been disrupted by the rise of mobile technology, which is having a profound impact on the retail landscape.  Mobiles have made the process of shopping more relaxed. When once consumers would do most of their product research at home, now thanks to mobile technology, they are able to collate information from multiple sources. The ability to check product availability, deals and offers, read reviews, research, and alter products selected at any point along the path to purchase has really empowered shoppers.  Indeed, mobiles have made the process of shopping more spontaneous. The path to purchase is no longer linear and far more fluid. Mobiles enable consumers to shop in ways, and places, they never did previously. The mobile has created an always-on consumer, and this is the real power of mobiles.  Creating winning m-commerce strategies is about understanding how consumers are behaving. It requires using mobile technology to ensure shoppers can access information when and how they want it, and facilitating the desire to engage anytime and anywhere, to build customer satisfaction and drive loyalty. “Customers are already walking into the store with very sophisticated technology in the form of their smartphones. Increasingly they are using that technology as part of how they shop - be it to scan items, to get extra information about the items, to find reviews, or to pay for items. All those elements are coming our way very, very quickly.” MARK LEWIS Director of Online John Lewis Partnership