Mobile Retail Trends

Germany 2015 mobile retail trends

Foreword Germany – 2015 mobile retail trends

foreword The transformation from e-commerce to m-commerce is well underway and an ever growing number of consumers feel comfortable to use mobile devices for purchase or in the e-commerce decision-making process. With this regard, apps have proven to be an important and effective part of the increasing adaption of m-commerce.

Germans currently use retail apps in ways that support their overall shopping experience. Apps that feature special offers or some sort of novelty. Many of the top retailers in Germany have successfully responded to this trend with apps that are characterized with many basic similarities. This also means that the market still holds plenty of opportunities for those who continue to invest in a well thought and innovative mobile strategy. That is why, we in the following pages give you the room to explore the opportunities German market holds for mobile first retail companies like yours. Enjoy!

With more than 51 million (94% of internet users aged 14+) digital consumers in 2014, Germany undoubtedly is in the premier league of worlds most sophisticated and lucrative retail markets.

eMarketer: Mobile internet is a big draw in Germany, 2014

The retail market overview Germany – 2015 mobile retail trends

The market overview It is far from a secret that business – to – consumer e-commerce revenues are booming in Germany. The new A.T. Kearney’s Global Retail E-Commerce Index 2015 identified Germany as Europe’s second largest online market just behind UK – but with almost triple the UK’s current growth potential.

Even though German consumers are considered to be slow adopters of mobile payments, tendencies show that this will undergo a fast change in the year ahead of us. According to a 2015 study by deals.com, the m-commerce market will grow by approximately 103% to EUR 14.6 billion this year, constituting the biggest growth in Europe after Poland (+130%). Consequently, m-commerce will make up for almost 30% of the German e-commerce turnover in 2015.

Germany is home to retail’s largest single market in the European Union, making the country one of the

biggest players in the world.

Germany Trade & Invest: The E-‐commerce market in Germany 2015/16

The retail market overview Germany – 2015 mobile retail trends

The market overview In 2015, companies in Germany are expected to spend $878.8 million USD on mobile and in-app ads. Penetration of mobile devices will climb strongly as consumer confidence improves. The German economy has shown strength and is gaining momentum. The shift to mobile is well on its way to help the mobile ad industry boom.

About 50% of consumers in

Germany now access the

web with a smartphone or

tablet.

eMarketer: Germany Mobile Forecast 2015

Germany Top retail apps &

Their characteristics

The top 15 retail apps Germany – 2015 mobile retail trends

Top 15 retail apps in Germany

1 4 3 2 5

6 7 8 9 10

11 12 13 14 15

App Annie & Kantar Retail: Top retailers & the app economy in Germany 2014

The top 15 retail apps Germany – 2015 mobile retail trends

The previously listed Top 15 Retail apps in Germany have been categorized based on the generated download volume during Q3 and give valuable insights to the opportunities in the German retail market. With this regard, it is worth noticing that some of the top downloaded mobile retail apps in Germany are published by international brands such as Amazon, H&M and Ikea. This can indicate that German consumers are open-minded towards international brands that have the ability to create apps, which make their lives more convenient and easier.

Top 15 retail apps in Germany In general retail apps can be divided in two broad categories: 1.  Apps that improve or support in-store

experiences 2.  Apps that support mobile shopping

These apps support in-store features such as Information about current offers, barcode and QR scanning, mobile vouchers & coupons, membership accounts or shopping lists.

The Top 15 listed retail apps are primarily characterized as those that focus on

optimizing the in-store experience.


In-store optimization Germany – 2015 mobile retail trends

Consumers often use the in-store optimization features while on the go or

from the comfort of their home, when

they have time to research and organize

desired products.


Preferred retail device Germany – 2015 mobile retail trends

The preferred retail platform For brands and developers penetrating the German market, it is crucial to know the platform in which retail apps are consumed the most. A Q3 2014 analysis by App Annie shows that while Germany takes advantage of cross-store distribution by publishing both on iOS and Google Play – the downloads are not evenly distributed. During Q3 2014, around 70% of the top 25 retail app’s download was generated in Google Play. Apps like Tchibo HD and Amazon for Tablets are even specifically adapted to Android Tablet.


Android

apple

Retail app characteristics Germany – 2015 mobile retail trends

Retail app characteristics Regardless the domination of Google Play, iOS still offers huge opportunities for developers in Germany – especially if the app is build for iPhone. The fact is that Germany shows a lower potion of downloads coming from iPad’s compared to iPhones. During Q3 2014, only 17% of downloads came from iPad.

Out of the top 15 retail apps, only

about 15% of the

ios downloads

were generated

on ipad devices.

The majority of large

retailers’ ios apps – 16

out of 25 – were

designed for iphone

exclusively without

ipad compatible

versions.


Germany Mobile retail users 2015

who are they?

The German mobile market is the largest in Europe; with more than 115 million subscribes, which is equivalent to 141% of the population.

eMarketer: Smartphones are all the rage in Germany 2014

Mobile retail users 2015 Germany – 2015 mobile retail trends

24%

44%

Electronics Clothes & shoes

28%

11%

15%

20%

28%

books hobby Furniture

16% 3%

1% 17%

Mobile buying patterns

By gender


Products that digital buyers in Germany have most recently purchased via Mobile Device by Gender.


60+ 18%

45-59 34%

30-44 40%

18-29 40%

18-29 17%

30-44 18%

45-59 17%

60+ 28%


By age


Products that digital buyers in Germany have most recently purchased via Mobile

Device by Gender.

Clothes & shoes electronics


18-29 40%

18-29 40%

18-29 40%

18-29 40%

18-29 18%


By age


30-44 15%

45-59 16%

60+ 16%

books hobby



By age


18-29 2%

30-44 1% 45-59

3%

60+ 0%

Furniture & decorations


Smartphone internet users

By monthly household income


< €1K

10.6% €5K

5.7%

12.3%

€4k-€5k

€2k-€2.5k

14.1%

14.4%

21.0%

21.8%

€2.5k-€3K

€3k-€4K

€1k-€2K

Mobile retail users Germany – 2015 mobile retail trends

Considering German m-commerce there is no doubt that the most purchased products through mobile are clothes & shoes. At least, 68% of consumers have categorized these items as the most purchased via a mobile device. The Clothes & shoes category is followed by electronics, books, hobby and at last furniture.

Mobile retail: Consumer demographics The studies also show that the 18-44 year olds are the most heavy clothing & shoes shoppers in Germany. On the other hand, the 60+ year olds is the consumer group that purchase electronics on mobile devices the most among all other age groups.

Females dominate men when it comes to clothes & shoes, books & furniture shopping. Males are most likely to buy apps and computer or video games.


Germany Mobile advertising

Mobile advertising Germany – 2015 mobile retail trends

inMobi Germany: How mobile devices are changing the way media is consumed 2015

66%

32%

22%

In-app search

Search Engine

Video Web

Retail Web

Others

19% 15%

In Germany consumers primarily notice mobile ads during in-app search and on mobile web.

35%

87%

6%

of mobile users are as comfortable with mobile advertising as they are with TV or online advertising.

noticed mobile ads on their smartphones.

of mobile web users frequently click on mobile ads unintentionally


YES Have mobile ads ever influenced you to:

58%

36%

25%

19%

14%

14%

Download an application

Visit the website of an advertiser

Visit the advertiser site to get additional info

Buy something via your mobile

Locate an advertiser on a map

Call the advertiser



61% 35% 28%

awareness Favorable opinion

consideration

Introduced you to something new

Provided you with better

options

Helped you find something

nearby

50% Caused you to

reconsider a product

25% 19%

shopping sale

Has mobile advertising ever ..

Influenced your in-store

purchase

Influenced you to buy via your

mobile



50% 61% Have spent money on an activity via mobile

are expected to spend money on an activity via mobile in the next 12 months



Leadmill Germany: Traffic Trends 2015

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Days of the week with highest retail ad interaction


Leadmill Germany: Traffic Trends 2015

Am 01

Time of the day with highest retail ad interaction

02 03 04 05 06 07 08 09 10 11 12

PM 13 14 15 16 17 18 19 20 21 22 23 24

eMarketer: Smartphones are all the rage in Germany 2014

Most mobile actions take place on a Tuesday and occur late in the evening; around 9pm.

Germany Key takeaways

Key takeaways Germany – 2015 mobile retail trends

Advanced mobile technology paired with a high mobile penetration in Germany has given rise to a growing m-commerce. This development becomes evident in business environments as retail consumers embrace innovative mobile solutions to enrich their shopping experience. Given the positive mobile development in the German market and user characteristics – the future looks very bright for advertisers that are ready to take the full advantage of Europe’s largest mobile market.

Key takeaways


Despite the slow adoption of m-commerce in Germany compared to their European neighbors, 61% of consumers expect to spend more money on mobile in the coming years. Advertisers should support this development by creating an environment around mobile that reflects digital safety and overall security. Retailers should in this connection also look into how their app can add a new and fundamental functionality that enriches the user’s experience. This instead of – penetrating the German market only for the sake of being a part of the m-commerce community.

Key takeaways Germany – 2015 mobile retail trends

It will be more and more important in the year ahead of us to focus on analyzing the consumer shopping habits and deliver technology solution that contribute to a unified and optimized user experience. German consumers express a positive facing especially towards in-app advertising. The advertisers job is therefore to use the knowledge of the consumers to do in-app advertising at the right time and in the right context.

Key takeaways


About Leadmill

Leadmill is an innovative mobile advertising company with Scandinavian roots but a worldwide reach that makes it effortless for advertisers to acquire, engage and retain unique audiences on mobile.

About Leadmill

Through powerful targeting options and a ROI focused product suite, we make sure that brands can interact and build profitable relationships with customers at all touch points of their consumer journey.

By aggregating a wide array of handpicked media partners and networks, Leadmill has billions of unique impressions available worldwide for all mobile devices.

Are you ready to win new market shares in GERMANY?

JOIN US FOR A TALK- NO STRINGS ATTACHED!

E:[email protected] W: Leadmill.com T: +(45) 36 94 63 74

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Mobile Retail Trends