Device penetration

Percentage of current owners and those who claim they will make a purchase in the next 12 months.



2103
45%
15%
45%
15%

Device penetration

Percentage of consumers who claim to have used their device more often compared with this time 12 months ago.


% %

Share of online
spend by devices

Percentage of purchases made through mobile, tablet and computer.

7%
7%

The way or purchasing

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Browser
App
70%
40%
70%
40%

Average online spend by device in 2012

1 544 €
1 380 €
1 120 €
1 000 €
"I use my mobile
for shopping to..."
Check store opening hours 40%
Locate a nearby store to purchase a specific product 37%
Check on the status of an order 38%
“I don’t use my mobile
for shopping because...”
I prefer using a computer 40%
I don't see benefits 37%
it's not convenient 38%

Effect of loyalty program
on mobile shopping

Consumers claim they would be slightly more or much more likely to shop.