mobile – the power ofthevirtual world · mobile – the power ofthevirtual world. 2 the company...
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http://www.fittkaumaass.de
Internet Consulting & Research Services
Fittkau & Maaß Consulting
Susanne FittkauFittkau & Maaß Consulting
ITB Hospitality DayBerlin, 7 March 2013
Mobile –
The Power of the Virtual World
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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
Fittkau & Maaß ConsultingInternet pioneer and specialist for digital research
http://www.fittkaumaass.de
Selected customers
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Share of smartphone owners still varies across countries
Source: Google - our mobile planet
Base: Total Population
Survey period: January - March 2012
Smartphone penetration in selected countries
60,3%
54,3%
52,2%
50,9%
50,7%
43,5%
42,7%
38,2%
33,1%
28,3%
27,9%
26,5%
19,6%
19,6%
13,8%
Saudi Arabia
Norway
Australia
United Kingdom
Sweden
USA
Switzerland
France
China
Germany
Italy
Egypt
Japan
Mexico
Brazil
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Mobile shopping: A global phenomenon
Source: Google - Our mobile planet
Base: Smartphone owners
Survey period: January – March 2012
Purchase made on smartphone in the past month
77%
71%
68%
63%
60%
59%
59%
59%
59%
56%
56%
54%
54%
51%
49%
China
Egypt
USA
Italy
Australia
France
Germany
Japan
Sweden
Switzerland
UK
Brazil
Mexico
Norway
Saudi Arabia
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Trips and tickets are popular among mobile customers
Source: W3B Report »Mobile Commerce«
Base: Smartphone users who already purchased via internet on their smartphone
selected items
Product/service bought on smartphone at last purchase
17,0%
16,8%
13,8%
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%
plane/railway ticketsmartphone app
bookfashion
musictravel arrangement, hotel room
music CD/DVD/Blueraysmartphone game
computer and video gamesfilm (DVD, Bluray)
event ticketcomputer hardware and software
toysmedicine
consumer electronicscosmetics
household appliancearticles
mobile phone/ telephone
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Almost 4 out of 10 purchases are made at home
Source: W3B Report »Mobile Commerce«
Base: Smartphone users who already purchased via internet on their smartphone
Location when purchased products on smartphone the last time
21,8%
10,5%
7,6%
2,8%
23,1%
8,6%
7,1%
7,2%
3,9%
7,3%
onthego
while waiting (e.g. station)
in public transport
café or restaurant
home, on the sofa
home, elsewhere
home, in bed
at work
at a social gathering
somewhere else
18 % elsewhere
43 % to go
39 % at home
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For shopping: Apps are used more frequently than mobile websites
Source: W3B Report »Mobile Commerce«
Base: Smartphone users who already purchased via internet on their smartphone
Channel of distribution when purchased on smartphone the last time
mobile
website
43,0%
shopping
App
49,0%
don´t know
8,0%
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Railway Apps are very popular
Source: W3B Report »Mobile Commerce«
Base: Smartphone owners
Benchmarking TravelApps
http://www.fittkaumaass.de
37,9%
13,9%
12,5%
10,4%
3,0%
24,0%
37,8%
30,8%
31,0%
31,6%
12,6%
16,6%
16,8%
17,0%
17,8%
25,5%
31,7%
40,0%
41,6%
47,6%
regular users
»I know it but I don´t use it.«
»I don´t know it but I am interested«
»I don´t know it and I´m not interested«
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http://www.fittkaumaass.de
Internet Consulting & Research Services
Fittkau & Maaß Consulting
Fittkau & Maaß Consulting GmbH
Internet Consulting & Research Services
Gänsemarkt 31
20354 Hamburg
Telephone (+49) 040–30100770
Telefax (+49) 040–30100770
http://www.fittkaumaass.de
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