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INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE<br />
5.5%<br />
Of all <strong>Europe</strong>an<br />
<strong>B2C</strong> e-sales through<br />
m-commerce<br />
Forrester’s EU Mobile Commerce Forecast predicts<br />
that, by 2017, mobile commerce, specifically through the<br />
smartphone (not including tablets), will represent just<br />
under 7% of online sales in <strong>Europe</strong>. This translates to<br />
€19.25 billion ($23.5 bn). This figure illustrates how large<br />
the overall future market will be for online shopping in<br />
terms of sales. It is nothing short of an exploding sector of<br />
business.<br />
The statistics with respect to the share of mobile and<br />
m-commerce will look even more impressive when shop-<br />
ping via tablets is taken into account as well. The average<br />
amount that each buyer spends in that market is also<br />
expected to rise, from €201 in 2011 to €227 in 2017, but<br />
surprisingly that is not where growth is actually coming<br />
from. Rather, it is in the increased overall volume of mo-<br />
bile shoppers that seek in particular lower-cost items 18 .<br />
According to <strong>Ecommerce</strong> <strong>Europe</strong>, m-commerce in <strong>Europe</strong><br />
grew to €17 bn or 5.5% of total e-sales in 2012 and is<br />
set to explode in <strong>2013</strong>. Last year – 2012 – can be seen<br />
as the first year of confirmation of the important place<br />
m-commerce will take in total e-commerce sales.<br />
<strong>Ecommerce</strong> <strong>Europe</strong> expects that <strong>2013</strong> will be the year of<br />
the definitive break-through of mobile and m-commerce.<br />
The fast pace of mobile commerce growth is helping<br />
to drive overall e-commerce growth by converting<br />
potential bricks-and-mortar sales to digital sales for<br />
consumers using their smartphones and tablets while<br />
shopping in-store.<br />
18 Forrester’s first <strong>Europe</strong>an Mobile Commerce forecast, July 2012<br />
17<br />
294<br />
M-COMMERCE AS SHARE OF TOTAL E-COMMERCE<br />
17 bn €<br />
294 bn €<br />
Average amount spent per consumer in <strong>Europe</strong><br />
In 2012 the average amount spent per capita in <strong>Europe</strong> was €380, per Internet-user<br />
€589 and per e-shopper €1,243. Within the <strong>Europe</strong>an Union the average amount spent<br />
per capita was €544, per Internet-user €732 and per e-shopper €1,413. To compare:<br />
the global average amount spent per e-shopper is estimated at around €850 19 .<br />
Top 10 e-Spend per capita 2012<br />
1. UK €2,466<br />
2. Norway €2,225<br />
3. Austria €2,140<br />
4. Denmark €1,914<br />
5. Switzerland €1,750<br />
6. Ireland €1,691<br />
7. Finland €1,484<br />
8. Luxembourg €1,439<br />
9. France €1,419<br />
10. EU €1,413<br />
11. Germany €1,351<br />
12. Europa €1,243<br />
19 <strong>Ecommerce</strong> <strong>Europe</strong>: Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong><br />
EUROPE <strong>B2C</strong> E-COMMERCE 23<br />
5,5%<br />
94,5%<br />
5,5%<br />
94,5%<br />
Figure 22:<br />
M-commerce as share<br />
of total e-commerce in<br />
€ bn and % in 2012,<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>
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