More consumers turning to mobile for online payments
- 27 January, 2016 12:55
More than a third of global browser-based online transactions are now made on a mobile device as consumers demonstrate a growing preference for mobile payments, according to new research.
The Adyen Mobile Payments Index found that in Q4 2015, 34 per cent of global online transactions were carried out on mobile devices, compared to 30 per cent the previous quarter.
The Index, which tracked mobile payment data from browser-based transactions across Adyen’s customer base, found the increase has been largely driven by the use of Asian payment providers such as JCB, UnionPay and Alipay.
JCB recorded the highest share of mobile payments, with 54 per cent made on a mobile device, up from 47 per cent last quarter. Alipay increased to 44 per cent (up from 35 per cent), and UnionPay to 31 per cent (from 23 per cent).
In Europe, iDEAL (Netherlands) had 49 per cent of online payments carried out on mobile, Open Invoice (Scandinavia and Germany) reached 47 per cent, Bancontact/Mr Cash (Belgium) was at 39 per cent, and SEPA Direct Debit (Europe-wide) at 22 per cent.
The UK saw the greatest increase in mobile payment adoption, with 49 per cent of online transactions on mobile, up from 46.9 per cent last quarter.
Also notable was the device used, with smartphones now proving most popular for online retail payments, overtaking tablets as the most used mobile payment device (17.5 per cent versus 16 per cent). Smartphones also remained considerably more popular for the purchase of digital goods, consistent with previous quarters.
Tablets were more likely to be used for larger transactions, however, with the average transaction value (ATV) for iPads reaching US$107 and Android tablets $86, compared with the iPhone ($83) and Android phone ($73). Tablets also overtook more traditional desktops and laptops, which had an ATV of $106.
Popularity of certain devices varied at a regional level, with smartphone use far outweighing tablets in Asia (29.5 per cent versus 4.5 per cent). Smartphones also beat tablets by 23 per cent versus 11 per cent of online payments in Europe, and 23 per cent versus 8 per cent in the US.
“The checkout stage of the shopper journey is not the end, but the beginning of an ongoing relationship with the consumer,” said Warren Hayashi, Adyen president, Asia Pacific.
“Merchants that have created a frictionless mobile checkout experience are driving repeat traffic, especially in Asia where many consumers are increasingly shopping online through a mobile device.”