CLAVES:
- El crecimiento de las compras vía teléfono móvil es imparable. Para finales de 2015 se espera que alcance un 40% de las transacciones online a nivel mundial.
- El eCommerce sigue siendo en Europa el mercado de retail de más rápido crecimiento en comparación con las tiendas físicas, con un crecimiento estimado del 18,4% para 2015 y 18,7% para 2016.
- En los países con más penetración de teléfonos móviles en relación a la población, la mayoría de las compras online ya se realizan a través del móvil.
Hace algunos días OBS Business School presentó el estudio Análisis del estado y el progreso del mobile Commerce 2015, un análisis del desarrollo y crecimiento del mercado de las ventas a través de dispositivos móviles a nivel mundial, con un enfoque particular en el estado del mercado en España. Según la autora del informe, profesora de OBS Business School, a día de hoy “las tendencias actuales demuestran que no hay límite para el mCommerce: por primera vez Japón y Corea del Sur han registrado más de un 50% de sus transacciones de eCommerce a través de los móviles”.
El mercado del online retailing
Según el estudio, el eCommerce sigue siendo en Europa el mercado de retail de más rápido crecimiento en comparación con las tiendas físicas, con un crecimiento estimado del 18,4% para 2015 y 18,7% para 2016. Parte de este éxito se debe al foco puesto en la optimización de los sites móviles. España está por encima de la media europea en crecimiento de las ventas online, con un 18,6%. Los mercados europeos con más participación en e-retailing siguen siendo Gran Bretaña, Alemania y Francia.
El mobile shopping – mCommerce
En 2014, 1 de cada 5 compras en webs de retail provinieron de dispositivos móviles. A nivel mundial, la penetración de smartphones sobre la población total es del 29%. Los países donde el mercado del mCommerce se encuentra en desarrollo tuvieron una tendencia de crecimiento mucho mayor (29%) respecto a los países más maduros (13%). España se encuentra en el puesto número 8 a nivel mundial, entre los países que tuvieron una penetración de Smartphones mayor a 45% en 2014, en el ranking liderado por Estados Unidos, Japón y Brasil. Por comportamiento de usuario a nivel mundial, en Europa y Norte América los usuarios compran por medio de sus dispositivos, mientras que en Latinoamérica y Asia, los usuarios sólo usan sus dispositivos para buscar lo que quieren comprar. Asimismo, Nigeria, India y Sudáfrica son los 3 países con mayor porcentaje de tráfico móvil sobre tráfico de Internet por país.
Según el estudio de OBS Business School, destacan tres tendencias en el Mobile Shopping: las transacciones desde móviles, el liderazgo del smartphone vs la tablet para realizar las compras, y la tasa de conversión, que depende de la experiencia del usuario en los sitios web y la optimización para móviles. En los países con más penetración de teléfonos móviles en relación a la población, la mayoría de las compras online se realizan a través del móvil.
Tendencias del mShopping en España
En España las ventas online aumentarán un 18,6% en 2015, aunque se espera que su crecimiento sea todavía mayor. Según el estudio, si el mercado retail tradicional pasa a ser optimizado, España puede seguir la tendencia de los mercados maduros. Se observa un crecimiento del uso de smartphones sobre las tablets para las transacciones móviles del 53% en 2014 al 56% en 2015. La autora del informe de OBS Business School predice que “el crecimiento de las ventas de smartphones con pantallas más grandes sumado a la proliferación de sitios web optimizados, podría impulsar las ventas en dispositivos móviles como sucede en Japón y Corea del Sur”. El perfil del comprador móvil en España es mayoritariamente masculino, con edades comprendidas entre los 25 y 34 años, con ingresos altos. Por situación familiar, destacan como compradores los padres con niños (48%). Asimismo, los 3 primeros factores que impulsan a la compra online son los envíos gratis, seguidos de los beneficios (cupones o descuentos), y un proceso de compra rápido y fácil. Destaca una amplia conversión en compras desde apps, especialmente gracias a su facilidad de pago.
Algunas conclusiones del estudio
- Conforme crezcan los smartphones, seguirá creciendo sin límite el mCommerce. A nivel mundial existen 105 MM de suscripciones de smartphones, representando un 29% de penetración sobre la población total (7.166MM de habitantes), apenas diez puntos porcentuales por debajo de la penetración de Internet (39%).
- Mientras que en los países maduros la adquisición de smartphones creció un 13% en 2014 respecto de 2013, en los países en desarrollo alcanzó un 29% potenciando el Smartphone Shopping. El mayor impacto en el comercio lo producirán China, India e Indonesia que finalizaron 2014 con 717 MM de Smartphones (un tercio del total mundial).
- El crecimiento en mCommerce es imparable. Para finales de 2015 se espera que alcance un 40% de las transacciones online a nivel mundial.
- En Europa se espera que la facturación de eCommerce alcance los €185,39 billones hacia finales de 2015, representando el Mobile Shopping unos €74,16 bn.
- El ticket promedio y las tasas de conversión desde los móviles está alcanzando los valores que se producen vía PC’s.
- Los smartphones seguirán desplazando este año a las tablets, que muestran un crecimiento lento. El incremento de ventas en teléfonos con pantallas más grandes va a seguir impulsando la tendencia actual (el 34% de eShoppers compraría con más frecuencia).
- Los anunciantes de Occidente deberán focalizarse en mejorar las web móviles ya que como se demuestra en el mercado japonés esto puede disparar las ventas vía móvil.
- Siguen creciendo a ritmo acelerado las ventas a través de Smartphones Android.
- Las tasas de compra mejorarán conforme mejore el sistema de pago móvil.
- Los usuarios más jóvenes están impulsando en crecimiento del mCommerce: 4 de cada 10 usuarios del segmento 16-24 años compró online en 2014 usando su móvil.
- Se proyecta que los ingresos a través de las aplicaciones móviles de los comercios en todo el mundo, alcancen los € 67,85 billones en 2017. En 2014 los compradores españoles con Smartphone, prefirieron en un 69% usar la app de compra respecto un 56% que compró vía browser.
- Para finales de 2015 las ventas vía móvil podrían suponer €3,74 bn en el mercado español.
- El factor que más acelera la conversión de compra online en España es el envío gratis (47%).
Hábitos de los consumidores
Una vez comprendido el impacto macroeconómico del mShopping a nivel global, cabe fijarse en los hábitos específicos de los consumidores al realizar sus compras con su smartphone. Así, observamos que la mayor parte de las compras de este tipo (69%) se realizan estando en casa, y que los medios de pago más usados son los proveedores de telefonía (32%), PayPal (24%) y las tarjetas de crédito (20%). Conviene destacar, para hacerse una idea del impacto del teléfono móvil en el sector de los pagos, que el 61% de las transacciones realizadas en el Black Friday y el Cyber Monday, se realizaron desde un smartphone. La siguiente infografía analiza más ampliamente estos datos relativos a los hábitos de consumo:
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