Two-Thirds of United Kingdom Smartphone Panelists Used Their Mobile Devices for On-the-Go Commerce in March

— U.K. leads U.S., France, and Germany for mobile commerce

— Use of mobile commerce apps in March exceeds that of Christmas shopping season

COLUMBIA, Maryland, May 2, 2013 – Mobile commerce apps are used by a greater share of U.K. smartphone panelists-66.8 percent; for more time-134.8 minutes/month; and in more sessions-54.5 a month; than the Arbitron Mobile panelists in the U.S., France, and Germany.

Mobile Commerce App Usage
United Kingdom versus U.S. and Europe
March 2013
Opt-In Panel of Persons 18+

% Panel

Minutes/Month

Sessions/Month

United Kingdom

66.8%

134.8

54.5

United States

55.9%

91.0

30.8

Germany

57.6%

74.3

32.1

France

52.5%

56.1

23.9

Arbitron Mobile Trends Panels™ Services

 

eBay is the leading mobile commerce app in the United Kingdom smartphone panel, used by 44 percent of panelists in March. The eBay app users spent nearly two and half hours with the app in an average of more than 50 sessions in the month.

Top 5 Mobile Commerce Apps
United Kingdom
March 2013
Opt-In Panel of Persons 18+

% Panel

Minutes/Month

Sessions/Month

eBay

43.8%

144.1

52.1

Amazon Mobile

16.0%

29.1

9.5

Groupon

10.5%

15.8

9.0

Nectar

10.1%

9.7

13.7

Maximiles

8.9%

9.3

9.7

Arbitron Mobile Trends Panels™ Services

 

Use of mobile commerce apps in the U.K. smartphone panel doesn’t follow the typical seasonality of brick and mortar commerce, which peaks sharply in December. App use declined slightly through December and the first two months of 2013, before rebounding to a six-month peak in March.

Mobile Commerce App Usage
United Kingdom
March 2013
Opt-In Panel of Persons 18+

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

User %

61.6%

60.4%

59.6%

59.8%

58.9%

66.8%

Minutes/Month

124.1

129.0

98.1

112.0

125.0

134.8

Sessions/Month

52.4

52.7

41.8

45.8

51.5

54.5

Arbitron Mobile Trends Panels™ Services

About Arbitron Mobile

Arbitron Mobile Oy, a wholly owned subsidiary of Arbitron Inc., uses a proprietary, on-device software meter to provide marketers, the media, content providers, app developers, and wireless access suppliers with information on how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, and employ their devices to communicate.

For more information, contact: [email protected] or visit the Arbitron Mobile website.

Available insights into the behavior of smartphone users in the Arbitron Mobile panels are included in previous releases regarding social media use, mobile VoIP use, and mobile data consumption.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry; as well as advertising agencies and advertisers around the world.