April 25, 2014
On 24th April 2014, Adyen announced the findings from its 4th Adyen mobile payments Index covering the period of January through March 2014. The index shows that mobile web payments accounted for 20.1% of all payment transactions on Adyen’s network worldwide in March – more than 66% higher than March 2013.
Now that the majority of merchants worldwide are engaging with consumers via the mobile web, the paradigm has shifted from, ‘Will people actually buy goods and services with their mobile devices?’ to ‘Fact: mobile commerce is a vital sales channel for both merchants and consumers – and therefore deserves increased focus, said Roelant Prins, Chief Commercial Officer at Adyen. The company processed over $2 Billion in mobile payments in 2013.
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.
Some Findings:Out of the 20.1% that accounted for web payments, smartphones accounted for 10.9% of all payment transactions while tablets generated 9.3% of total transactions. The continued growth in mobile payments this quarter is reflected by the fact that 70% of Adyen merchants worldwide are seeing payments traffic originating from the mobile web. This growth in mobile payments manifested across several key verticals tracked by Adyen each quarter, including Travel (+5%), Ticketing (+3.2%), Retail (+2.8%) and Digital Goods (e.g., books, movies, music, etc.; (+6.2%). The Gaming sector showed a small decline this quarter (-1.6%) as in-app payments have become more prevalent. In terms of mobile web transactions, smartphones lead with nearly 54% (+2.9% over last quarter) compared to tablets, which captured 46% (-2.9%). The iPhone continues to lead smartphone transactions with nearly 31%, but Android phones are very strong with a 22.5% share. Mobile web transaction volume increased in Q1 across all industry sectors tracked except Gaming, whose transaction numbers declined on both smartphones (-19%) and tablets (-10%) as in-app payments are becoming more and more popular in this sector. This quarter, Digital Goods purchases (e.g., books and other content) on tablets grew 50%, and smartphone purchases increased 30%. In Retail, Travel and Ticketing, smartphone purchases increased 31%, 26% and 21% respectively, but tablet purchases saw less than 10% growth each (8%, 5% and 8% respectively).
The decrease in average per-transaction value for Retail and Digital Goods this quarter may be attributed to a post-holiday season correction, as mobile consumers return to more normal purchasing behaviors, or the fact that mobile has become more mainstream, generating an increasing number of smaller transactions, said Prins. Either way, the continued popularity of m-commerce among consumers sends a clear signal that merchants should increase their focus on the mobile channel.
Since the rollout of Adyen’s payment solution across our online and mobile sites, functionalities such as single-click payments have been instrumental in increasing conversion and generating additional revenue for Groupon’s business in Asia, said Joann Soo, head of product innovation, Groupon Asia. Adyen has also tailored and accommodated the many different payment methods across each of our markets in the region, and we are very happy with their services.