Mobilising salesMaking money in the mobile commerce revolution – a whitepaper from PayPal

Mobile commerce – increasingly known as m-commerce – is rapidly becoming an important part of the e-commerce landscape, creating exciting new opportunities for businesses of all sizes and in all sectors.

Consumer behaviour is evolving. In July 2012, 29 million people in the UK aged 13+ owned a smartphone, representing nearly 60% of the mobile population3. Of these smartphone owners, 16% also have a tablet. Almost one in five of all website visitors were arriving from smartphones or tablet devices4. There is no question that mobile is becoming an increasingly important commerce tool for business.

This embrace of the mobile web has made the UK a leader in m-commerce – researching, purchasing and paying for goods and services using a smartphone or tablet device. Currently worth £1.35 billion to the UK economy, m-commerce is set to reach £5.8 billion by 2016 and £19.3 billion by 20215.

As consumers develop new ways to shop – on the move, on the sofa and on the High Street (using their smartphones to check prices and locate products) – dynamic businesses are meeting this new demand by ensuring they have a site that is optimised for visitors using mobile devices. A

mobile-optimised site is easy to use on a small touch screen, fast loading even on slow connections and visibly secure to give customers confidence.

These firms see that m-commerce is creating new opportunities – not cannibalising existing sales. For example, skateboard retailer Slam City Skates (slamcity.com) has seen mobile traffic grow by 150% in twelve months and finds a bigger uptake of marketing mailshots from mobile devices which is encouraging impulse purchases.

In a recent study, 35% of sales processed through PayPal’s Mobile Express Checkout were found to be incremental; sales that would not have occurred without the opportunity to pay via a mobile device6.

This whitepaper describes the emerging m-commerce environment and provides 9 best practice tips to help you quickly take advantage of this fast-growing opportunity.

35% of sales processed through PayPal’s Mobile Express Checkout were found to be incremental; sales that would not have occurred without the opportunity to pay via a mobile device6

PayPal processed $4 billion in payments from mobile devices in 2011, more than five times their 2010 figure of $750 million1. It expects to reach $10 billion in 20122.

2

Introduction

So, who are these mobile shoppers? How is their behaviour different from traditional online shoppers? And, most importantly, what does this mean for businesses?

Mobile shoppers are young and well-off The demography of mobile shoppers is closely related to that of smartphone ownership.

Mobile shoppers tend to be young:

• In the UK, over 60% of adults aged between 15 and 34 access the internet on a smartphone. This falls to 42% of 35-54 year olds and just 17% of 55-64 year olds7

• Research from the US has found that 51% of those aged 18-34 have made purchases on their smartphone compared to just 18% of 55-64 year olds8.

Mobile shoppers tend to be relatively well-off:

• UK mobile shoppers spend more than twice as much annually online as the average online shopper. They each spend just over £1,600 a year on the web and around £100 a year on their smartphone9. Smartphone and tablet owners also frequently use their devices for research, completing their purchase later on a desktop or laptop

• 50% of those in higher socio-economic groups access the internet on a smartphone compared with just 27% in lower groups10.

According to Forrester11, m-commerce appeals equally to men and women and mobile shoppers tend to be experienced online shoppers.

M-commerce changes buying behaviourThe power and convenience of smartphones is changing the Where, When and How of shopping, allowing people to shop anytime, anywhere and any way they choose.

Wherever they are, whatever else they are doing, people are taking the opportunity to shop.

Mobile shoppers are on the move:

• 37% of mobile shoppers make purchases while travelling, 42% make purchases while at work and another 42% make purchases while at a park, school, restaurant or other outside-home location12.

Mobile shoppers are on the sofa:

• Searches from smartphones and tablets spike in the evening while users are watching TV or using their PCs13

• 62% of UK smartphone users ‘dual-screen’ while watching TV14

• Mobile sales as a proportion of total web sales increase by 60% at the weekend15.

3

The Mobile Commerce Revolution

51% of 18-34 year-olds have made purchases on their smartphone8

62% of UK smartphone users ‘dual-screen’ while watching TV14

4

Mobile shoppers are on the High Street:

• 73% of mobile shoppers have used their smartphones in shops16

• 53% of mobile shoppers have even stopped an in-shop purchase as a result, usually because they found a better price elsewhere17

• Another study found that 36% of mobile shoppers make online purchases while in a shop18.

Mobile shopping is driven by convenience, impulse, urgency and confidenceConvenience is an important driver of m-commerce:

• Straightforward or commoditised products like books, music or groceries – where there is little chance of error – are popular because of the ease of purchase and delivery

• Using mobile services to pay for coffee in Starbucks or parking in Westminster is growing in popularity for the same reason.

Impulse purchases are encouraged by the convenience of having a smartphone easily to hand. Consumers can respond immediately to stimulus from television, advertising or conversation. This creates additional opportunity and incremental sales for sellers of common impulse buys like music and DVDs:

• During its live television show on Red Nose Day 2011, more than 75,000 individual donations totalling over £2.8 million were donated to Comic Relief via PayPal. Of this, 36% came through

mobile devices – people watching TV and using their smartphone or tablet to donate19.

Urgent purchases and payments are facilitated by m-commerce:

• Travel and event tickets are popular categories that are forecast to grow quickly as ‘m-ticketing’ makes purchase and redemption even easier20

• Mobile searches also spike by around 25% before important, but often forgotten, events like Mother’s Day and Valentine’s Day21.

Consumer confidence is an essential factor underpinning all m-commerce and having a professional-looking, visibly secure site is essential.

• 65% of consumers express concern about the security of giving personal details over a mobile connection22.

Growth opportunitiesFigure 1 on the following page illustrates the relative popularity of mobile purchase categories for the UK in 2011.

Looking beyond the obvious predominance of digital downloads – apps, music and ringtones – m-commerce is popular across a wide range of purchases, especially books, clothing and tickets.

As consumer confidence grows, and as businesses continue to meet consumer demand with compelling sites and apps, Forrester predicts that categories of more complex purchases will also grow strongly. In particular:

• Electronics and electricals – early adopters tend to be high spenders on computing and electronic goods, driving this category strongly as m-commerce advances. In addition, the attraction of mobile price comparisons for big ticket items like white goods will accelerate sales in the category

65% of consumers express concern about the security of giving personal details over a mobile connection22

Applications from a mobile app storeMusic

Ringtones/ring back tonesVideo games

BooksClothing and accessories

Cinema ticketsVideo/DVDs

Computer softwareHotel reservations

Haven’t bought products in the last 3 monthsEvent tickets

Food and drink/groceriesCoupons from deal-of-the-day websites

Cosmetics/beautyFlights, rail tickets, or car hire

Mobile phone handsetFootwear

Consumer electronicsSporting goods

Personal appliancesHousehold productsBaby care products

Computer hardware and accessoriesPackage tours/holidays

Large domestic appliances

38% 28% 17% 14% 13% 11% 10% 9% 7% 7% 7% 6% 6% 5% 5% 5% 4% 4% 4%3%3%3%3%3%2%1%

Figure 1: M-commerce Purchases by Category (Source: Forrester23)

Which of the following types of products have you purchased on your mobile phone (including anything purchased in an app store) in the past three months?

5

• Fashion – the fashion sector is already innovating to embrace a young and wealthy market. Leading online retailers such as Net-A-Porter24 and Figleaves.com25 offer a rich, virtual mobile shopping experience with their dedicated apps for iPhone and Android. On the High Street, the Aurora Fashions group – Coast, Oasis, Warehouse and Karen Millen – now use PayPal inStore to accept mobile payments across their 230 stores26.

Many businesses are not keeping pace with the changeDespite the huge growth in m-commerce, many businesses have yet to embrace the opportunity and risk losing out to those already meeting customers’ demand for the convenience of being mobile.

This is partly because m-commerce has become very big, very quickly; surprising even those in the industry.

• PayPal initially expected to process $1.5 billion in worldwide mobile payments for 2011. It actually processed $4 billion, more than five times the 2010 figure of $750 million.

6

Another challenge for business is knowing where to start. Is it even worthwhile? The limitations of a traditional, PC browser-orientated website may be unclear, and the potential return – against an imagined cost – uncertain.

There are plenty of compelling reasons why businesses in all fields should be developing a mobile presence:

• 75% of mobile users would spend more if more sites were optimised for m-commerce27

• Mobile advertising is more effective. Click-through rates for advertisements viewed on mobile devices are three times higher than for desktops28

• And, as we have seen, mobile consumers spend more than their traditional, desktop counterparts.

Businesses that adapt to serve mobile customers reap the rewardsBusinesses of all sizes can benefit by providing customers with a fast, secure and convenient way to find, purchase and pay for goods and services on their mobile devices. These can be small and specialised, niche retailers like Slam City Skates (mentioned previously) or large international organisations such as eBay.

For example, there are up to 380,000 daily visits to eBay.co.uk via mobile apps, and more than 170,000 UK shoppers spend over £30 with the eBay mobile app per week29.

To succeed with m-commerce, consider it a completely new channelYou don’t need huge budgets or long timescales, but success with m-commerce requires a fresh approach; in terms of different devices and different-use scenarios. Sometimes shoppers will research or browse on a mobile device and then purchase later either using a traditional PC or in a physical shop. Research by deal aggregation site TechBargains.com found that 79% of shoppers used mobile phones for research and 58% made purchases on their mobile30.

The following section provides 9 best practice tips to help you build and market a mobile-ready website or ‘tune’ an existing website to better serve mobile customers. Some you can implement right away.

73% of mobile shoppers have used their smartphones in shops16

7

Having decided that you need to embrace m-commerce, where do you start?

The first decision is how best to serve a mobile audience:

• Do you optimise, or modify, your existing site to serve both desktop users and mobiles?

• Do you create a parallel, dedicated site to which shoppers from mobile devices would be automatically routed (e.g. m.johnlewis.com compared to www.johnlewis.com)?

• Do you develop a shopping app for mobile devices like the iPhone?

In making that decision, you should consider your specific audience, their profile, their needs and how they are likely to use whatever solution you select.

The resources and skills you have available – both to develop and maintain your solution – is also a vital consideration.

Optimising your existing siteThis is often the best first step for businesses with an existing site. Optimising your site – using the best practice tips that follow – so that it works for both mobile and traditional users means that you only have to monitor one set of traffic reports and manage one set of content. Adding a new stock item, updating prices or making changes requires that you change only one site. However, you need to be careful that those changes work for all users.

Another, more advanced, option for keeping to a single site is to investigate the capabilities of HTML5. Sites created using this latest version of the web-programming language HTML can recognise different devices and change dynamically to meet their requirements. A good example of this single site approach is folksy.com where the banners and product views first shrink, then re-arrange to accommodate a smaller screen.

Folksy.com

Making the most of the mobile opportunity

75% of mobile users would spend more through their mobiles if more sites were optimised for m-commerce

Creating a separate mobile siteWith two separate sites, you can design each site specifically for the devices most likely to use it. This also gives you the option to promote different products or different offers to each group of users. However, this means you need to develop and maintain two separate sites and think about which URL to promote in any given marketing campaign.

Great examples of the separate site approach from large and small retailers include: John Lewis and Vegetarian Shoes.

Creating a mobile appDeveloping an effective mobile app can be expensive. Users download these direct to their phones (so you need separate versions for iPhone, Android devices and Windows phones) and then use the app to access your content. This can be a great way to offer a richer experience or specifically mobile services to users – look at the apps from eBay, Domino’s Pizza and figleaves.com as examples.

Mobile apps can help you build loyalty with customers but you’ll need to persuade them to download, and then use, the app you have developed. You’ll also need to maintain separate technologies.

It is also worth considering that the majority of apps lose up to 76% of their audience after three months and 96% after the first twelve months31.

Testing your current siteThe first step you can take towards a mobile-ready site is to check how your current website looks and works on mobile devices.

If you can, test your site on an Apple iPhone, a Samsung Galaxy (which uses the popular Android operating system) and an iPad. Doing this, you will have viewed your site through the eyes of 70-80% of mobile viewers. Bear the tips below in mind while checking your site on those devices and you may find there are simple tweaks you can start on today.

The best practice tips below will help you either modify your existing site or develop a separate mobile site.

Tips 1 to 5 are essential to optimise your site for the mobile web experience.

Tips 6 to 8 offer some important points for consideration.

Tip 9 offers advice on marketing your mobile site.

8

Vegetarian Shoes

Domino’s Pizza

9

1. Simplify navigation

The dropdown options and filters that help PC users navigate your website can hinder their progress on a smaller, smartphone screen. As far as possible, simplify navigation on your mobile site by using a small number of large, distinct buttons.

The mobile sites of eBay.co.uk or m.johnlewis.com are good examples of this: simple navigation based on product categories that are consistent with the traditional site.

2. Design for speed

Today’s desktop and laptop users are usually on fast broadband connections but mobile users will use a mixture of slow and fast connections, depending on where they are.

The time it takes to load web pages is critical: 40% of people abandon a site that takes more than 3 seconds to load; a 1 second delay in page response can cause a 7% reduction in conversions32. Mobile websites should be optimised for speed by using smaller images as standard (but allowing users to click for larger versions when on a faster connection). Use simple images that are bold and clean for clarity on a small screen.

3. Support fat fingers

Desktops and laptops have quite large screens and very precise pointing devices. Smartphones and other mobile devices usually have very small screens and large, imprecise fingers as pointing devices. For a mobile audience, you need large, distinct buttons that are easy to click with fingers and thumbs.

Also, remember that there is no ‘hover’ feature with a touch interface so information that might pop up as a mouse moves over a traditional web page will need to be re-designed for a touch screen.

4. Minimise text entry

Users are, understandably, much more averse to typing on smartphone screens than on laptops or desktops. While a fast, professional typist will manage speeds over 100 words per minute on a PC, the very fastest phone typist will usually reach around 30 words per minute.

You should minimise forms and the need for typing on a page that will be used by mobile shoppers. Where possible, use an on-screen dial to allow shoppers to select required inputs from a short list. Use customer data that is already held either on your systems or, for example, by your payment provider rather than requiring them to re-enter information. The process of typing long credit card numbers on a small mobile screen can be prone to errors and customers are generally concerned about taking their cards out in public places.

Offer new shoppers the option to checkout as a ‘guest’ rather than force them through a long registration process.

Where text input is unavoidable, for example in a Search box, make it large and easy to read.

5. Make checkout fast, simple and secure

Checkout is where mobile customers’ two biggest concerns come together. They get frustrated by typing their details into a tiny touch screen and are concerned about the security of those details once entered. In fact, 61% of consumers simply don’t use their smartphones for shopping because of fears that their personal and financial information may be compromised33. Of those that do, some will drop out at every stage of the payment process.

In a recent study, 37% of mobile shoppers who abandoned transactions did so because the checkout process was too difficult34.

10

It pays to make your checkout process as simple as possible with as few steps as necessary. An ideal checkout process would comprise just three steps:

• Simple and secure login

• Confirmation of automatically retrieved name, delivery address, payment method etc.

• Payment confirmation.

Required personal information could be retrieved from either the seller’s records (for past customers) or from those of the payment provider.

Building credibility and customer confidence is fundamental to your success in m-commerce. Offering a recognised and trusted payment method like PayPal that removes the requirement for customers to enter credit card details or other financial information will help.

Investigate whether your payment provider also stores personal information like addresses and check if their solution provides the speed, convenience and security that is essential for m-commerce.

US electronics retailer Crutchfield experienced a 33.7% improvement in browser to buyer conversion rate when it tested PayPal’s Mobile Express Checkout on its mobile site35

‘This is evidence that providing a fast and easy checkout is an integral part of the mobile shopping experience.’ Brendan Edgerton, VP of Direct Marketing, Crutchfield

When choosing a mobile payment solution, check that it is suitable. A payment system that is ‘fit’ for use on a mobile site will be:

• Recognisably secure – to enhance customer confidence

• Optimised for mobile – making the payment process simple but not compromising on security

• Flexible – allowing customers the widest range of payment options

• Integrated – connecting to your back-office systems simply and easy to add to your mobile site.

6. Include phone numbers

Mobile website visitors are much more likely to call a telephone number than desktop users. You should include phone numbers (as text, not an image) on every page, especially error pages and throughout the checkout process. Many mobile devices will automatically recognise these numbers and offer one-touch dialling.

7. Use mobile site redirects

If you decide to have separate mobile and traditional websites, it is important to set up ‘redirects’ from one to the other. A redirect ensures that no matter which link a user clicks, they will always automatically see the appropriate version for the device they’re using. If someone shares a link to your mobile site on Facebook and someone else clicks that link from a laptop, the redirect will ensure the laptop user sees the appropriate version.

Also, remember that some users may still prefer the desktop version even while on their phone. For that reason, many sites keep a ‘View Desktop Site’ link on the mobile version of their sites.

11

8. Offer product page checkout

Remember that m-commerce is driven by convenience, impulse and urgency. Once a visitor has chosen their product and decided they are ready to purchase, help them to complete that purchase as quickly as possible. Include a ‘direct checkout’ button on product description pages. Doing that allows customers to bypass unnecessary steps and increases the likelihood of them completing the purchase.

9. Market your mobile site

UK mobile search volumes have more than doubled in the last year36. Click-through rates (CTRs) from mobile devices are typically higher than those achieved from desktop PCs: paid search CTRs, at 5.1%, are three times higher than those achieved from desktop PCs37; Facebook mobile ads are clicked 13 times more than their desktop ads38 and by the end of 2012, the majority of emails will be opened on a mobile device39.

It pays to design marketing (mail-shots, search and banner advertising etc.) with a mobile audience in mind. However, this success is reflected in rising rates: in June 2012, the cost of a tablet clickthrough exceeded desktop for the first time, averaging £0.51 per click (CPC or cost per click)40.

Here are some ideas for marketing your newly mobile-friendly site:

• Remember that m-commerce is all about convenience and immediacy. Make sure that the email marketing you do has a clear Call To Action and follow the same guidance for emails as for websites above: keep the design clean, simple and fast-loading

• Use Google’s dedicated ‘Ad words for mobile’ site41 to research effective search terms

• If you are considering using paid search, remember that mobile device use peaks in the evening and target your marketing to that period

• YouTube, with its mobile-friendly videos, is a popular destination for smartphone users. Shooting a short, simple video can be easy and effective. Try searching YouTube to see what others have done as examples

• Explore existing online marketplaces (such as eBay) that already provide a mobile-optimised platform and dedicated apps42.

UK mobile search volumes have more than doubled in the last year

12

48% of UK smartphone users use PayPal to overcome the security concerns of entering credit card details directly onto a mobile web site43. Customers can leave their credit cards in their wallets and away from prying eyes. Instead, they use their username and password, or phone number and PIN to access PayPal, with payment completed in just 3 clicks. PayPal stores billing and delivery information, thus saving them having to key this information on small keyboards.

If the advice in this paper has helped you build a successful mobile website that gets customers to the checkout stage, then PayPal’s payment solutions can do much of the remaining hard work because the faster your customers get through checkout, the less likely they are to abandon the purchase along the way.

PayPal Mobile Express CheckoutMobile Express Checkout can be integrated into any mobile app or mobile website that requires payment functionality. It provides fast, easy, secure checkout that’s streamlined for smaller mobile screens and keyboards, and is safer for buyers to use. By removing the requirement for customers to re-enter details, Mobile Express Checkout’s simple and secure 3-click process makes it easy for customers to buy. As US retailer Crutchfield found, making payments easier produces a big boost to sales:

Mobile Express Checkout delivered a 33.7% improvement in browser to buyer conversion rate on its mobile site44.

In the UK, Mobile Express Checkout is already being used by House of Fraser, Halfords, BBC Children in Need and Maplin amongst others.

To learn more about Mobile Express Checkout, visit www.paypal.co.uk/business

PayPal Website Payments Standard and Express Checkout Website Payments Standard (WPS) and Express Checkout are ideal payment solutions for small and medium-sized businesses that have a standard website. Both WPS and Express Checkout detect if your site is being accessed from a mobile device to automatically deliver a mobile-optimised checkout experience that ensures maximum convenience and security for your customers.

PayPal mobile solutions PayPal launched its mobile payment

platform in 2006 and will process around $10 billion in mobile transactions worldwide in 2012

13

PayPal inStoreAs m-commerce brings the virtual and physical shopping worlds together, PayPal’s inStore app lets consumers pay for goods quickly and securely on the High Street. Separate to the PayPal mobile app, it lets consumers:

• Shop on the high street wherever PayPal inStore is accepted

• Make purchases in store using their PayPal account

• Automatically redeem retail offers they’ve opted in-to.

PayPal inStore works with retailers’ existing Point of Sale infrastructure and with customers’ Android and Apple iOS devices.

In the UK, the app is accepted at High Street retail stores owned by the Aurora Fashions group: Coast, Oasis, Warehouse and Karen Millen.

To learn more about PayPal inStore, visit www.paypal.co.uk/instore

To learn more about Website Payments Standard and other PayPal solutions, visit www.paypal.co.uk/business

14

M-commerce is growing at an phenomenal rate. Some even predict that m-commerce will soon exceed ‘traditional’ e-commerce45.

The growing popularity of smartphones and tablet devices is enabling consumers to evolve their shopping habits so that they can buy at their convenience, armed with real-time information.

Many businesses are enjoying the benefits of meeting users’ demand for convenient and secure mobile shopping solutions. Others, however, risk missing out and being left behind.

There are some steps that you can take right now to join the m-commerce revolution:

• Test your existing site to see how it performs for the growing population of mobile shoppers

• Include phone numbers on every web page

• Ensure your payment solution is optimised for mobile users.

Other steps may require a little planning or investment, such as:

• Redesigning web pages to support ‘fat fingers’ and slow load times

• Minimising text entry

• Simplifying navigation.

Use the following checklist, and the information in this paper, to help you develop an m-commerce solution for your business.

Conclusion

15

M-commerce is rapidly becoming an important part of the e-commerce landscape. Some even believe it will soon eclipse PC based e-commerce.

Here is a handy checklist of the 9 best practice tips to help you take advantage of this fast-growing opportunity.

The essentials

1. Simplify navigation

2. Design for speed

3. Support fat fingers

4. Minimise text entry

5. Make checkout fast, simple and secure

Further considerations

6. Include phone numbers

7. Use mobile site redirects

8. Offer product page checkout

Marketing

9. Market your mobile site

Checklist

16

1. VentureBeat.com, 2012, interview with PayPal mobile Vice President David Marcus. Source: venturebeat.com/2012/01/10/paypals-mobile-payments-4b-2011/2. www.thepaypalblog.com/2012/07/paypal-momentum/3. comScore, Mobile Future in Focus, 20124. Callcredit Information Group, 2012, “Mobile Review Q2 2012”. Source: knowledgebank.marketingweek.co.uk/documents/Q2%202012%20Mobile%20Review.pdf5. Verdict Research, 2011, “M-commerce and 4G mobile broadband services, Response to the Ofcom consultation on the assessment of future mobile competition and proposals for the award of 800 MHz and 2.6 GHz spectrum and related issues, Submission by eBay UK” (research commissioned by eBay Inc., parent of PayPal Inc.). Source: stakeholders.ofcom.org.uk/binaries/consultations/combined-award/responses/eBay_UK_Ltd.pdf6. Forrester Research, 2012, study commissioned by PayPal7. Ofcom, 2012, “The Communications Market 2012”8. Market Strategies International, 2012, “Most Smartphone Users Browse, Shop Online With Their Phones”. Source: www.marketstrategies.com/news/2068/1/ Most-Smartphone-Users-Browse-Shop-Online-With-Their-Phones.aspx9. Forrester Research, 2011, “The UK Mobile Retail Opportunity” (research commissioned by PayPal). Source: thefinanser.co.uk/files/paypal-uk-mobile-retail-forecast. pdf10. Ofcom, 2012, “The Communications Market 2012”11. Forrester Research, 2011, “The UK Mobile Retail Opportunity”12. comScore, 2011, “Mobile Shopping Goes Mainstream”. Source: www.comscore.com/Press_Events/Press_Releases/2011/12/Mobile_Shopping_Goes_Mainstream13. Callcredit Information Group, 2012, “Mobile Review Q2 2012”14. Callcredit Information Group, 2012, “Mobile Review Q2 2012”15. InternetRetailer.com, 2012, “Retailers reap more profit from mobile shoppers”. Source: www.internetretailer.com/2012/05/14/retailers-reap-more-profit-mobile-shoppers16. On Device Research, 2012, “Mobile Phone Shopping Diaries” (research commissioned by the Interactive Advertising Bureau). Source: www.iab.net/media/file/ Mobile_Phone_Shopping_Diaries_FINAL_100512.pdf17. On Device Research, 2012, “Mobile Phone Shopping Diaries” (research commissioned by the Interactive Advertising Bureau)18. comScore, 2011, “Mobile Shopping Goes Mainstream”19. PayPal, 2011, “Comic Relief”. Source: www.paypal-business.co.uk/online-payments-success-stories/comicrelief.htm20. Juniper Research, 2011, “Mobiles to become Tickets as 1 in 8 Mobile Users Expected to Use Mobile Ticketing by 2015”. Source: www.juniperresearch.com/ viewpressrelease.php?pr=23421. British Retail Consortium, 2012, “BRC-Google Online Retail Monitor Q1 2012”. Source: www.brc.org.uk/brc_news_detail.asp?id=225722. Verdict Research, 2011, “M-commerce and 4G mobile broadband services, Response to the Ofcom consultation on the assessment of future mobile competition and proposals for the award of 800 MHz and 2.6 GHz spectrum and related issues, Submission by eBay UK”23. Forrester Research, 2011, “The UK Mobile Retail Opportunity” (research commissioned by PayPal).24. www.net-a-porter.com/Content/apps25. blog.figleaves.com/2011/06/figleaves-ipad-app.html26. www.paypal.co.uk/instore27. eBay, 2011, “Seizing the Mobile Retail Opportunity”. Source: www.ebaymobilemediacentre. mobi/documents/mobile_manifesto.pdf28. Callcredit Information Group, 2012, “Mobile Review Q2 2012”29. Verdict Research, 2011, “M-commerce and 4G mobile broadband services, Response to the Ofcom consultation on the assessment of future mobile competition and proposals for the award of 800 MHz and 2.6 GHz spectrum and related issues, Submission by eBay UK” (research commissioned by eBay Inc., parent of PayPal Inc.).30. New York Times, 2011, “How People Shopped Online This Holiday Season”. Source: bits.blogs.nytimes.com/2011/12/22/howpeople- shopped-online-this- holiday-season/31. Richard Firminger, Managing Director of Flurry, 2012, quoted at the IAB UK Mobile Engage 2012 conference. Source: www.iabuk.net/about/press/archive/mobile- engage-2012-heralds-golden-age-for-mobile32. KissMetrics, 2011, “How Loading Time Affects Your Bottom Line”. Source: http://blog.kissmetrics.com/loading-time/ 33. Forrester Research, 2011, “Seizing the Mobile Retail Opportunity” (research commissioned by PayPal). Source: www.ebaymobilemediacentre.mobi/documents/ mobile_manifesto.pdf34. comScore, 2012, “The Multi-Device Shopper” (research commissioned by PayPal). Source: www.paypalobjects.com/webstatic/mktg/docs/ComScore_report.pdf35. PayPal, 2011, “Crutchfield Chooses PayPal Mobile Express Checkout and Sees Immediate Results”. Source: www.thepaypalblog.com/2011/06/crutchfield- chooses-paypal-mobile-express-checkout-and-sees-immediate-results/ 36. Bristish Retail Consortium, 2012, “BRC-Google Online Retail Monitor Q1 2012”. Source: www.brc.org.uk/brc_news_detail.asp?id=225737. Callcredit Information Group, 2012, “Mobile Review Q2 2012”38. TechCrunch, 2012, “They Work!” Source: techcrunch.com/2012/06/19/facebook-mobile-ads/39. Return Path, 2012, “Email in Motion”. Source: www.returnpath.com/resource/email-in-motion/40. Callcredit Information Group, 2012, “Mobile Review Q2 2012”41. www.google.com/ads/mobile/42. mobile.ebay.com/iphone/ebay43. Callcredit Information Group, 2012, “Mobile Review Q2 2012”44. PayPal, 2011, “Crutchfield Case Study”. Source: https://www.thepaypalblog.com/2011/06/crutchfield-chooses-paypal-mobile-expresscheckout-and-sees-immediate- results/ 45. Big Commerce, 2012, “Will M-commerce Overtake e-Commerce?” Source: //econsultancy.com/uk/blog/10446-will-m-commerceovertake-other-payment-options- infographic

References

Legal disclaimer: This article has been provided for your information only, and no legal, business or financial advice is being offered by PayPal nor should it be relied on as such. PayPal has no liability for any use of the information in this article beyond its use as information and reference by the reader.