A report from eBay and PayPal has found that the value of purchases made on mobile devices has increased 30-fold in the last two years.
As mobile penetration in Australia continues to grow, innovation and behavioural shifts are driving $5.6 billion in retail sales in 2012. This is a significant increase from the 2010 figure of just $155 million.
These insights and more arrive as a result of PayPal and eBay‘s new report, Secure Insight: Consumer Discovery. The report was developed in partnership with Nielsen and the Australian Centre for Retail Studies (ACRS) and details how mobile technologies are motivating consumer behavioural changes. It also reveals how retailers will be playing a greater role in aiding consumer discovery in the future.
Consumer Discover Technologies
- Regardless of where consumers make a final purchase, connected devices are aiding the discovery for Australians already, with desktop remaining the most popular (92%), followed by smartphones (47%) and tablets (25%).
- How they search for product online varies, with search engines (62%), eBay (45%) and direct URL addresses (37%) forming the most popular methods.
- Most importantly, the report shows that 95% of Australians have ended up making a purchase (whether online or offline) as a direct result of these online discovery techniques.
“The ritual of visiting shops, trying on clothes, and interacting with sales people is not dying, but how people get to your shop and what represents value and convenience – this is changing and technology is enabling it,” explains Jeff Clementz, Vice President of PayPal Australia. “The research today shows that Australians are increasingly starting their shopping journey online and then buying offline so it’s imperative for retailers to have a presence at every stage of the path to purchase. We believe the retailers that understand discovery and take time to understand their customers’ behaviours will enjoy the benefits.”
“Retail is increasingly multichannel,” says Deborah Sharkey, Vice President of eBay Australia and New Zealand. “A few years ago mobile commerce was a novelty concept. Today, our apps have been downloaded more than 100 million times around the world, and we can expect more than $10 billion worth of goods to be transacted on eBay mobile apps by the time Christmas 2012 is through. The pace of change is staggering. We will continue to invest heavily in mobile innovation so that our retailers can leverage our mobile platforms to connect with consumers throughout their discovery process.”