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Mobile Commerce Takes Off in Australia

Increasingly frequent purchasing is boosting channel’s share of ecommerce

October 26, 2016 | Retail & Ecommerce

A growing share of mobile device users in Australia are using their devices for digital activities like mobile banking and shopping. In fact, several sources suggest mobile commerce in the country is expanding rapidly.

Mcommerce Transaction Share Among Digital Retailers in Australia, Japan and South Korea, Q4 2015 & Q2 2016 (% of total ecommerce transactions)

According to an August 2016 study by the Interactive Advertising Bureau Australia, more than a quarter (27%) of consumers polled made mobile purchases on a weekly basis, and 5% did so daily.

In addition, 45% of respondents said they purchased products via smartphone or tablet on a monthly basis.

IAB Australia’s findings come on the heels of a study of mobile commerce buying habits in Australia, Japan and South Korea by Criteo. When it came to mcommerce’s share of ecommerce purchases on Criteo’s platform in the three countries between Q4 2015 and Q2 2016, Australia saw the biggest increase—up 7 percentage points to a 42% share of ecommerce transactions.

What exactly are consumers in Australia buying with their mobile devices? According to IAB Australia’s research, games and apps were the most popular mobile purchase type, mentioned by 54% of the country’s mobile buyers.

Fashion (49%), digital entertainment products (44%), entertainment tickets (43%) and travel (41%) rounded out the top five.

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