News Feed Item

Adyen Mobile Payment Index Reveals Mobile Payments Climb To 19.5% Of Transactions Globally

Adyen sees total mobile growth of 55% year-over-year

AMSTERDAM, Jan. 30, 2014 /PRNewswire/ -- Adyen, the global provider of international and omni-channel payment solutions, today announced findings from its third Adyen Mobile Payments Index covering the period September to December 2013. The Index shows mobile payments accounted for 19.5% of all transactions worldwide in December, a growth of 55% year-over-year, up from 12.6% 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 the increased efforts of Adyen customers to optimize their payments pages for mobile platforms, both via mobile web and in-app. 

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% in mobile payments and beats every other vertical with nearly 30% of all transactions made over smartphone or tablet. Gaming has seen the greatest increase in mobile payments over the last four months, up by 35% to 12%. Mobile transaction volume in retail has also risen by a third, up to 23%. Ticketing now sees 20% of transactions on mobile devices, up by 12%, and digital goods payments are 18% mobile, up by 9%. 

For all verticals except retail, smartphone payments outweighed tablet payments in volume. Yet tablets showed comparatively far higher average transaction value than smartphones or even PCs in the majority of cases. Of the five verticals, travel is the only one to show PCs dominating over tablets in terms of transaction value, despite having the highest share of mobile payments in volume. This suggests that users are more comfortable making pricier airfare purchases on larger-screen devices. 

Transaction volume:

  • Travel:  smartphones 17.5%; tablets 11.9%
  • Retail: tablets 15.9%; smartphones 7.1%
  • Ticketing:  smartphones 13%, tablets 7.5%
  • Gaming: smartphones 9%; tablets 3%
  • Digital goods: smartphones 13%; tablets 5%

Average transaction value:

  • Gaming:  Although 82% of transactions were made on a PC, compared with 3% on tablet devices, the average transaction value was markedly higher on tablet devices at 45 Euros ($62 USD), compared with 37 Euros ($51) on PCs and 33 Euros ($45) on smartphones
  • Retail: tablet 89 Euros ($122); PC 67 Euros ($92); smartphone 66 Euros ($90)
  • Ticketing: tablet 46 Euros ($63); smartphone 43 Euros ($59); PC 44 Euros ($60)
  • Digital Goods: tablet 26 Euros ($36); PC 25 Euros ($34); smartphone 22 Euros ($30)
  • Travel: PC 131 Euros ($179); tablet 89 Euros ($122); smartphone 44 Euros ($60)

The retail industry stands out in that it recorded a higher transaction volume for tablets than for smartphones (and the highest share of tablet transaction volume in any other vertical) and it recorded the largest average transaction value for tablets comparative to smartphones and PCs in its vertical. This suggests that the retail industry leads the way in improving the tablet user experience for ecommerce, where a key part of the picture is streamlining the payment process to encourage more conversions.

The trend of high transaction values among tablet purchases could 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 behavior. Businesses are focusing on enhancing their payment interface over mobile channels to make it responsive, simple and clear for users," explained Roelant Prins, Chief Commerce Officer, Adyen. "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."

Device Wars
Apple remains the most popular platform for mobile payments. The iPad won the highest share of 2014 holiday shopping transactions, taking 41% of mobile transactions over the September to December period, and in second place was the iPhone, at 31.6%. Android smartphones proved more popular than Android tablets, capturing 20% of mobile transactions versus 6.6%. Windows Mobile devices have made up a steady 0.6% of mobile transactions since June 2013. BlackBerry hardly figured in the last four months, taking just 0.2%, down from 0.3% in the previous four months. 

Looking at smartphones as a category, Android looks to be steadily closing the gap on the iPhone's lead. In April 2013, iPhone had a 68.5% share of mobile transactions, compared with 30.7% on Android. By August it was 62.5% to 35.9%, and in December 2013, iPhone share stood at 60% and Android at 38.6%. 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.

For further details and an infographic that represents the Index data, please follow this link:  http://www.adyen.com/wp-content/uploads/2014/01/AdyenMobilePaymentsIndex_USA-Jan14.pdf

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 devices, 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 USD 14 billion in payments transactions in 2013, of which USD 2.2 billion were mobile transactions.

About Adyen
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 USD 14 billion in payments transactions in 2013.

For further information, please visit www.adyen.com and follow Adyen on Twitter at @AdyenPayments (http://twitter.com/AdyenPayments) and LinkedIn: http://www.linkedin.com/company/adyen.

Eric Sokolsky
[email protected]


More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
SYS-CON Events announced today that Cloudbric, a leading website security provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Cloudbric is an elite full service website protection solution specifically designed for IT novices, entrepreneurs, and small and medium businesses. First launched in 2015, Cloudbric is based on the enterprise level Web Application Firewall by Penta Security Sys...
SYS-CON Events announced today that Impiger Technologies will exhibit in Booth #109 at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Impiger Technologies is a world-class, enterprise software product engineering company specializing in Mobile Application Development, Cloud Applications, Microsoft Technology Solutions, Web Technology and Telecom Services. Impiger Technologies helps enterprises improve busi...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

SYS-CON Events announced today that Cemware will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Use MATLAB functions by just visiting website mathfreeon.com. MATLAB compatible, freely usable, online platform services. As of October 2016, 80,000 users from 180 countries are enjoying our platform service.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Digitization is driving a fundamental change in society that is transforming the way businesses work with their customers, their supply chains and their people. Digital transformation leverages DevOps best practices, such as Agile Parallel Development, Continuous Delivery and Agile Operations to capitalize on opportunities and create competitive differentiation in the application economy. However, information security has been notably absent from the DevOps movement. Speed doesn’t have to negat...
SYS-CON Events announced today that eCube Systems, the leading provider of modern development tools and best practices for Continuous Integration on OpenVMS, will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. eCube Systems offers a family of middleware products and development tools that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
In the 21st century, security on the Internet has become one of the most important issues. We hear more and more about cyber-attacks on the websites of large corporations, banks and even small businesses. When online we’re concerned not only for our own safety but also our privacy. We have to know that hackers usually start their preparation by investigating the private information of admins – the habits, interests, visited websites and so on. On the other hand, our own security is in danger bec...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
Join Impiger for their featured webinar: ‘Cloud Computing: A Roadmap to Modern Software Delivery’ on November 10, 2016, at 12:00 pm CST. Very few companies have not experienced some impact to their IT delivery due to the evolution of cloud computing. This webinar is not about deciding whether you should entertain moving some or all of your IT to the cloud, but rather, a detailed look under the hood to help IT professionals understand how cloud adoption has evolved and what trends will impact th...