May 11 2011
7% of French people are already buying with their mobile
With the advent of smart phones, the Internet began to transform into mobinaute. The shoppers follow the same path, after an initial study on m-commerce ", conducted among more than 3,000 Internet users and sixty e-retailers. While more than one in two French has already made a purchase online (52.1%), according to the Federation e-commerce and distance selling (Fevad), only 12% of them were from their mobile, or 3 million people in total.
"The profile of m-buyer of 2011 resembles the profile of online shoppers in 2001: he is younger and more male shoppers than the average", describes Gilles White, research director at TLC Benchmark. As with the first purchases on the Internet, purchases by mobile applications currently focus on simple products, low and controlled amounts of known sites.Cultural products (DVDs, books, video games, etc..) And travel (train tickets, rentals, hotels …) are the most purchased by mobile phone. The garment sector rises on the third step of the podium by mobile sales, while it took until 2005 that the industry is growing really on the Internet. "The event model based on private sales of consumer responsiveness explains this very good performance. The e-mailings and alerts on mobile now read more than promote Internet impulse buying, "says research director of CCM Benchmark.
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Some heavy
Vente-privee.com is a striking example. Launched in June 2010, the mobile application for iPhone and iPad drains already 7% of group turnover. The launch of the Android version this week should further stimulate sales my credit score."This channel is about 0.5% more revenue per month," explains co-founder Xavier Court. He said he is not totally incremental sales: "It is difficult to estimate the share alternative is that this new method of shopping," he adds.
Gilles Blanc emphasizes the heterogeneity of performance: "For some leading sites of e-commerce, m-commerce weighs only 1% of their turnover." This is the case of La Redoute: this channel, available for a year, represents 1% of sales, while the group attracted about one in six internet. "A few sites already carry nearly 10% of their sales through this new channel," says study author. The average is more around 1% of the market for e-commerce, which was 8.8 billion in the first quarter 2011 (+20% in one year) according Fevad.Among the good performers are SNCF, the first online travel agency (546 000 visitors per day), and Accor, which has sold 100,000 room nights through this channel last year and the group plans to multiply this number by 2.6 this year.
While the first application was launched three years ago in France by Amazon – second most visited Internet site, after eBay – 2011 should be the year of launch. An e-retailer in four offers a mobile version. For many players, this is a site that should be completed this year to be ready before the planned deployment of 4G next year.
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