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Mobile Commerce Use Growing in Germany

Study finds rates rising for both smartphone and tablet mcommerce

August 28, 2017 | Retail & Ecommerce

Desktop and laptop computers continue to be the device of choice for ecommerce activity in Germany, but use of smartphones and tablets for online shopping continues to rise, according to Mintel’s latest look at the country’s ecommerce preferences.

Mintel’s most recent annual survey of internet users in Germany ages 16 and older found 29% had used their smartphone for shopping online in the 12 months ending in June 2017—up from 23% in the corresponding study in 2016. Likewise, the share of respondents who had turned to tablets for ecommerce reached 20%, up from just 12% a year earlier.

The increased use of mobile devices for online shopping seen by Mintel aligns with eMarketer’s most recent estimates for rising mobile device use by ecommerce buyers in Germany more specifically. eMarketer expects around four in 10 of the country’s digital buyers ages 14 and older will use smartphones for those purchases in 2017, and close to 30% will employ tablets to do so—with rates for each up from 2016.

Mobile Buyer Share of Digital Buyers in Germany, Tablet vs. Smartphone, 2016-2020 (% of total digital buyers)

Nonetheless, mobile devices have a long way to go before they catch desktop or laptop computers as the go-to device for ecommerce in Germany. Mintel’s study found 86% of internet users had turned to desktop or laptop computers to shop online, up from 74% in the 2016 study.

Overall, Mintel found 93% of respondents had shopped online in the preceding 12 months. It also noted that the proportion of respondents ages 55 and older having made an online purchase during that span reached 90%.

Cliff Annicelli

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