Forecast Report

Forrester Data: Mobile And Tablet Commerce Forecast, 2016 To 2021 (EU-7)

ForecastView Spreadsheet

July 19th, 2016
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst

Summary

This update to the mobile and tablet forecast for the EU-7 (France, Germany, Italy, Netherlands, Spain, Sweden, and the UK) provides smartphone and tablet online sales by country and category for both retail and travel. In 2015, 30% of online sales in travel and retail took place via mobile or tablet; this will increase to 41% by 2021. The UK has the highest share of retail sales coming from mobile and tablets at 40% in 2015; this will rise to 50% by 2021. Smartphones drive mobile commerce growth, with retail sales on smartphones growing at twice the rate of retail sales on tablets. Clothing remains the most popular category bought online from a smartphone. This forecast details mobile and tablet online sales growth across 22 product categories and across the EU-7, with historical data going back to 2010. It also calculates the share of online retail sales from mobile and tablet for each product category.

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