Adyen sees total mobile growth of 55% year-over-year with tablet use soaring, up 36% in transaction volume for the retail sector & overall the preferred device for high value payments
January 30th 2014 Adyen, the global provider of international and multichannel payment solutions, has announced findings from the third Adyen Mobile Payments Index covering the period September to December 2013. The Index shows mobile payments accounted for almost 20 per cent of all transactions worldwide in December, growth of 55 per cent in a year, up from 12.6 per cent the previous December.
New to this Index, Adyen has pulled out data showing not only the volume of transactions made per type of mobile device, but also the average transaction value across a selection of industry sectors.
This data shows tablets to be the preferred device for higher value transactions over smartphones and even PCs in some cases.
The consistent rise in the popularity of mobile as a payment medium is reflective of merchants’ efforts to optimise their payments pages for mobile platforms, both online and in-app.
Mobile contributed an average of 18.5 per cent to global transactions over the four months September to December, an increase of 13 per cent over the previous period of May – August 2013.
Tablets are King of high value purchases
Adyen looked at the variation in both volume and value of payments over mobile across five key industry verticals: travel, digital goods, gaming, retail and ticketing.
Uptake in use of mobile devices to make payments over the last four months has been rapid across all sectors.
Travel saw an increase of 22 per cent in mobile payments and beats every other vertical with nearly 30 per cent of all transactions made over smartphone or tablet.
Gaming is the sector that has seen the greatest increase in mobile payments over the last four months, up by 35 per cent to 12 per cent.
Mobile transaction volume in retail has also risen by a third, up to 23 per cent.
Ticketing now sees 20 per cent of transactions on mobile devices, up by 12 per cent, and digital goods payments are 18 per cent mobile, up by 9 per cent.
For all verticals except retail, smartphone payments outweighed tablet payments in volume, and yet, we saw tablets showing comparatively far higher average transaction value than smartphones, or even PCs, in the majority of cases.
Travel, though leading the way in transaction volume over mobile devices, is the one sector that PCs still dominate in terms of transaction value, though tablets also win out over smartphones here.
This suggests that users are more comfortable making pricier airfare purchases on larger-screen devices.
- Travel: smartphones 17.5 per cent; tablets 11.9 per cent
Ticketing: smartphones 13 per cent, tablets 7.5 per cent
Gaming: smartphones 9 per cent; tablets 3 per cent
Digital goods: smartphones 13 per cent; tablets 5 per cent Retail: tablets 15.9 per cent; smartphones 7.1 per cent
Average transaction value
- Gaming: Although 82 per cent of transactions were made on a PC, compared with 3 per cent on tablet devices, the average transaction value was markedly higher on tablet devices at €45, compared with €37 on PCs and €33 on smartphones
Retail: tablet value €89; PC €67; smartphone €66
Ticketing: tablet €46; smartphone €43; PC €44
Digital goods: tablet €26; PC €25; smartphone €22
Travel: PC €131; tablet €89; smartphone €44
It’s striking that tablet transaction value is so high across the board, and that retail recorded greater transaction volume for tablets than any other device.
This suggests that the retail industry leads the way in streamlining the payment process for tablet users.
This trend could also indicate a link between spontaneity and low value purchases, versus enjoyable browsing experience and higher value purchases that require longer time for consideration and decision-making.
The tablet, with its combination of a bigger screen, touch interface and portability may account for a better browsing experience and longer shopping sessions.
It may also lead to it being used more during leisure time, when people are making purchases they care about more, as opposed to being used at work or during commuting, when smartphones and PCs may be used for spontaneous, lower value purchases.
“Ease of payment is vital for merchants to keep up with the evolution of mobile devices and consumer behaviour,” explained Roelant Prins, Chief Commerce Officer, Adyen.
He continued, “Businesses are focusing on enhancing their payment interface over mobile channels to make it responsive, simple and clear for users.”
“That’s why having access to data on transaction volume and value is highly useful for merchants looking to optimise the user experience across mobile channels.”
“It’s fascinating to look at a trend like tablets emerging as the leading device for more expensive purchases, and using this knowledge strategically to increase conversion rates,” Roelant added.
Apple remains the most popular platform for mobile payments. The iPad won the highest share of Xmas shopping, taking 41 per cent of mobile transactions over the September to December period, and in second place was the iPhone, at 31.6 per cent.
Android smartphones proved more popular than Android tablets, capturing 20 per cent of mobile transactions versus 6.6 per cent.
Windows Phone devices have taken a steady 0.6 per cent of mobile transactions since June 2013.
BlackBerry hardly figured in the last four months, taking just 0.2 per cent, down from 0.3 per cent in the previous four months.
Looking at smartphones specifically as a category, Android looks to be steadily closing the gap on the iPhone’s lead.
In April 2013, iPhone had a 68.5 per cent share of mobile transactions, compared with 30.7 per cent Android.
By August it was 62.5 per cent to 35.9 per cent, and in December 2013, iPhone share stood at 60 per cent and Android at 38.6 per cent.
This reflects the increasing number of Android devices available, and in particular the growing popularity of Samsung, which shipped more than 300 million devices in 2013 and whose sales accounted for one in three smartphones sold that year.
About the Adyen Global Mobile Payments Index
The Adyen Global Mobile Payments Index is based on Adyen global payment transaction data. This Index has been created to track the rapid evolution of mobile as a payment channel and provide insight into mobile payment trends for different market sectors and geographies. Adyen processes payments for more than 3,500 medium, large and enterprise-sized organizations mainly operating multi-national businesses. The company processed more than $14 billion in payments transactions in 2013.
Adyen is a global provider of international and omni-channel payment solutions. Adyen holds full acquiring licenses for Visa, MasterCard, American Express, Diners, Discover and Union Pay schemes enabling its platform to process payments from any sales channels including online, mobile, and point-of-sale (POS). The Platform is highly scalable and can be completely customized to meet any merchant requirement. Adyen processes over 250 local payment methods and 187 transaction currencies used on six continents, making it the ideal partner for international expansion. Many high profile customers use Adyen including Groupon, Indiegogo, Wix, TomTom, Graze, Farfetch, Badoo, SoundCloud, Mango, KLM, CityJet, i-Parcel and Vodafone. Adyen is headquartered in Amsterdam, with offices in London, Paris, Berlin, Stockholm, San Francisco, Boston, Sao Paulo, and Singapore. The company processed more than $14 billion in payments transactions in 2013.