Mobile Was ist machbar mit der mobilen Macht?

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1 Fittkau & Maaß Consulting Internet Consulting & Research Services Mobile Was ist machbar mit der mobilen Macht? Susanne Fittkau Fittkau & Maaß Consulting ITB Hospitality Day Berlin, 7 March 2013

2 Fittkau & Maaß Consulting Internet pioneer and specialist for digital research The company Founded in 1995 Specialization in research for interactive media Market research for controlling and optimizing internet strategies, websites, webshops and online advertising The customers Major companies and market leaders from numerous market sectors Throughout Germany and Europe, as well as globally operating companies Selected customers 22

3 Share of smartphone owners still varies across countries Smartphone penetration in selected countries Saudi Arabia Norway Australia United Kingdom Sweden USA Switzerland France China Germany Italy Egypt Japan Mexico Brazil 43,5% 42,7% 38,2% 33,1% 28,3% 27,9% 26,5% 19,6% 19,6% 13,8% 60,3% 54,3% 52,2% 50,9% 50,7% Source: Google - our mobile planet Base: Total Population Survey period: January - March

4 Mobile shopping: A global phenomenon Purchase made on smartphone in the past month China Egypt USA Italy Australia France Germany Japan Sweden Switzerland UK Brazil Mexico Norway Saudi Arabia 71% 68% 63% 60% 59% 59% 59% 59% 56% 56% 54% 54% 51% 49% 77% Source: Google - Our mobile planet Base: Smartphone owners Survey period: January March

5 Trips and tickets are popular among mobile customers Product/service bought on smartphone at last purchase plane/railway ticket smartphone app book fashion music travel arrangement, hotel room music CD/DVD/Blue-ray smartphone game computer and video games film (DVD, Blu-ray) event ticket computer hardware and software toys medicine consumer electronics cosmetics household appliance articles mobile phone/ telephone 5,7% 4,8% 3,7% 3,6% 3,3% 3,2% 2,8% 2,8% 2,5% 2,1% 1,7% 1,5% 1,4% 1,2% 1,1% 1,0% 13,8% 17,0% 16,8% Source: W3B Report»Mobile Commerce«Base: Smartphone users who already purchased via internet on their smartphone selected items 5 5

6 Almost 4 out of 10 purchases are made at home Location when purchased products on smartphone the last time on-the-go 21,8% while waiting (e.g. station) in public transport café or restaurant 7,6% 2,8% 10,5% 43 % to go home, on the sofa 23,1% home, elsewhere home, in bed at work at a social gathering somewhere else 3,9% 8,6% 7,1% 7,2% 7,3% 39 % at home 18 % elsewhere Source: W3B Report»Mobile Commerce«Base: Smartphone users who already purchased via internet on their smartphone 6 6

7 For shopping: Apps are used more frequently than mobile websites Channel of distribution when purchased on smartphone the last time mobile website 43,0% don t know 8,0% shopping- App 49,0% Source: W3B Report»Mobile Commerce«Base: Smartphone users who already purchased via internet on their smartphone 7 7

8 Railway Apps are very popular Benchmarking Travel-Apps regular users»i know it but I don t use it.i don t know it but I am interestedi don t know it and I m not interested«37,9% 24,0% 12,6% 25,5% 13,9% 37,8% 16,6% 31,7% 12,5% 30,8% 16,8% 40,0% 10,4% 31,0% 17,0% 41,6% 3,0% 31,6% 17,8% 47,6% Source: W3B Report»Mobile Commerce«Base: Smartphone owners 88

9 Fittkau & Maaß Consulting Internet Consulting & Research Services Fittkau & Maaß Consulting GmbH Internet Consulting & Research Services Gänsemarkt Hamburg Telephone (+49) Telefax (+49)