skip to main content


An analysis of the digital commerce findings from Ovum’s Digital Consumer Insights 2018: Commerce survey, covering 5,122 consumers across five markets, including an examination of the implications and recommendations for service providers.


  • 70% of Chinese respondents are frequent users of mobile payments, way ahead of their counterparts in the other markets included in the survey. Mobile apps dominate online shopping in China (with 73% using them) and in-store payments are making impressive headway (50%).
  • Mobile payments are used for online shopping by almost a third of respondents to our 2018 survey, compared to 22% in 2017. Although debit and credit cards still dominate online payments in most markets, overall usage has declined year on year.
  • Cash and cards still dominate proximity payments in most markets. The use of mobile proximity payments remains almost unchanged between 2017 and 2018 (20% and 21%, respectively).

Features and Benefits

  • Understand usage trends for mobile payments, mobile commerce, and mobile financial services, and how they have changed over time.
  • Learn about the deterrents to mobile payment adoption and usage, and what must be done to address these issues.
  • Understand the differences in usage trends across multiple markets.
  • Discover how payments on messaging apps are performing in terms of consumer uptake and usage.

Key questions answered

  • How does usage of mobile payments compare to debit and credit cards and cash for shopping online, in-store, and in other scenarios?
  • What are the most popular mobile financial services, and how does usage vary across mature and emerging markets?
  • Which mobile commerce apps do consumers use the most, and how does this vary across markets?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2018: Digital Commerce