SAN FRANCISCO | Adyen presents its findings from its latest global Mobile Payments Index covering the period of April through June 2014. During this period, mobile web payments accounted for nearly 22% of all payments transactions on Adyen’s network worldwide – a 9% increase over Q1 and a 33% increase over June 2013.
Mobile Narrowing the Gap
The Adyen Index shows that while personal computers still dominate in the world of digital commerce, a steady growth in mobile transactions continues to narrow the gap in nearly all of the industries tracked by the Index. Mobile web transactions increased in Q2 across Travel (+5%), Digital Goods (+1.7%), Retail (+3.2%) and Ticketing (+5.3%). Gaming-related mobile web transactions continued to decline in Q2 (-2.5%) primarily due to an increase in in-app purchases. Adyen’s Mobile Payment Index focuses exclusively on web-based mobile payments and does not track in-app payments.
In terms of transaction values, the Retail sector experienced growth from both smartphone and tablet users who increased the average amount of their purchases in Q2 by 10.1% and 5.6% respectively. Retail is the only sector where more value comes from tablets than smartphones (19% vs 10%). Gaming showed a slight increase from smartphone users (2.1%), and Ticketing saw a 5.5% increase in average purchase size from tablet users.
Android Gaining Ground on iOS
Android devices in mobile commerce are growing at a tremendous rate – particularly Android smartphones – but for now they do not pose a threat to iOS-based phones and tablets. Of the nearly 22% of mobile web transactions processed by Adyen in the second quarter, 8.3% came from an the iPad device and iPhone represented 6.6 %. However, Android’s quarterly growth was more than double that of iOS, and its year-over-year growth dwarfed iOS. Android tablets represented 1.7% of all payment transactions, growing 13.25% over Q1 and 90% growth over last year. Mobile commerce transactions on Windows Mobile and BlackBerry devices were negligible and showed no growth.
'Retailers need Mobile Payment Strategy'
“Mobile as a sales channel cannot be ignored anymore. Every merchant selling on the web now needs to have a mobile payment strategy as well, including adapting their checkout process to the specifics of each mobile device,” said Roelant Prins, Chief Commercial Officer at Adyen. “Travel, Ticketing and Retail stand out as sectors benefiting the most from the mobile channel this quarter, as technology improvements make booking a trip or buying goods on the move easier, faster and more convenient than ever before. ”
Sourced from Adyen, July 17th, 2014