Mobile Shopping, Buying Make Strides in Germany - eMarketer

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Mobile Shopping, Buying Make Strides in Germany

Smartphones and tablets are key to new purchase habits

July 15, 2015

Mcommerce is becoming the norm in Germany as consumers across the age spectrum take advantage of its convenience. According to data from Creditreform Boniversum and the Bundesverband E-Commerce und Versandhandel (bevh), published in the “Frühjahr-Umfrage 2015: Mobiler Einkauf und Bezahlung mit Smartphone und Tablet,” the proportion of smartphone and tablet owners who made a mobile purchase rose from 57.4% in early 2014 to 64.3% in spring 2015. A comparable survey has been carried out since 2011.

Demographic Profile of Smartphone and Tablet Mcommerce Buyers in Germany, Spring 2012-Spring 2015 (% of respondents in each group)

As in previous years, males in Germany were more likely to buy via mobile; 67.4% of men polled had done so, compared with 61.3% of women. The likelihood of buying via mobile had risen in all demographic segments, but still correlated directly with age. Among 18- to 29-year-olds, a remarkable 82.5% had made a mobile buy. The 60-to-69 group was the only bracket in which fewer than half (39.9%) had purchased with a smartphone or tablet.

Mcommerce was more common in households with children, researchers reported. While 60.7% of respondents in child-free homes had bought something with a smartphone or tablet, 74.4% of those who lived with children were mobile buyers. Socioeconomic status was also a predictor of mcommerce behavior, but a less crucial one. The proportion of mobile buyers ranged from 60.3% among the lowest earners to 63.2% among those with monthly household income between €1,500 ($1,990) and €2,500 ($3,317), and 69.9% among respondents from even more affluent homes.

Payment Methods Used for Mobile Purchases According to Smartphone and Tablet Mcommerce Buyers in Germany, by Demographic, Spring 2014 & Spring 2015 (% of respondents in each group)

Mobile payment habits are evolving too. In spring 2015, about one in every two respondents (47.7%) said they used a mobile payment provider such as PayPal or Sofort Überweisung. This proportion was down slightly in comparison with early 2014. Age, gender and income level made virtually no difference in this area. Meanwhile, a significant share (38.3%) of mobile buyers still opted for “traditional payment methods” such as credit cards.

The evolution of Germany’s mobile marketplace will be key to the development of digital purchasing in Western Europe as a whole. After all, the country will be home to more than 47 million digital buyers this year, eMarketer estimates—equivalent to four in every five internet users and nearly a quarter of the regional total.


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