Mobile in Europe is growing: Are you ready?
Mobile network operators have an excellent opportunity to find growth and savings in the expanding segment of online buyers.
- September 2012
- By Eric Hazan, Florent Illat, and Piero Trivellato
Authors
Consumers are increasingly going online to research and buy mobile communications products such as service subscriptions, accessories, and devices. Online sales in this area have grown by 33 percent each year for the past five years. More than 25 percent of Europe’s online consumers surveyed buy mobile products online, and there is potential for this figure to rapidly reach 30 to 40 percent, similar to other, more mature consumer electronics categories.
For mobile operators, online consumers are an attractive demographic: in addition to being slightly older than the rest of the population, they have, on average, higher household incomes (see Exhibit 1). And they are willing to spend money on telecommunications devices and mobile communications plans. According to response data, online consumers spend 11 percent more on monthly mobile phone bills and 28 percent more on mobile devices than offline buyers.
Furthermore, online consumers are more likely to be “digital addicts” – about 30 percent own a tablet computer, double the level for offline buyers.
Amount more thatonline buyers spend on mobile devices than offline buyers.
Smartphone ownership is also more common, and about two-thirds of consumers use such devices, compared to just 57 percent of those in the offline community. Online consumers also spend more time surfing the Internet and using data-related applications on their mobile phones; some 61 percent use these services often, while only 37 percent of offline buyers do the same. Data-related applications are increasing in number to support digital activities such as reading e-mail, listening to music, browsing social networks, video chatting, and online gaming.
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Comments (4)
Submit a commentReally Nice, thank you for the information.
Greets from Germany.
There’s no doubt that there is a significant opportunity for providers in the mobile sector, not just in Europe, but with all this potential no doubt comes a fairly big challenge – how to satisfy a rapidly-growing, demanding and often fickle consumer base. These consumers see the advantage of mobile being that they can get what they want, as soon as they want it, and for companies to succeed in selling to these consumers, they need to deliver exactly that – what the customer wants, when they want it. This isn’t just from a product and services perspective, but also involves the use of the right technology and platforms. Websites have become mobile website, and more organisations are developing mobile applications to ‘enhance’ the buying experience and foster brand loyalty. We think it’s the continued challenge of satisfying this demanding market that also presents an interesting challenge for companies and their developers.
Excellent piece. Well off consumer online spend is unstoppable, but (and here’s the rub) consumers can’t shop online comfortably when walking in the street. Yet. Phones are able and fast, but gotta be held. Gotta be viewed. And all the time away from the fast search and spend machine at home. The missing link is outdoor digital. Interactive. Not fully here yet.
Your research helps me a lot. I’m working on e-marketing solution for card purchasing. These data will make my report more solid. Thank you