SAN FRANCISCO, April 24, 2014 /PRNewswire/ -- Adyen,
the global provider of international and omni-channel payment
solutions, today announced findings from its fourth Adyen Mobile
Payments Index covering the period of January through March 2014. The Index shows mobile web payments
accounted for 20.2% of all payment transactions on Adyen's network
worldwide in March – more than 66% higher than March 2013. Of that 20.2%, 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 Index illustrates that the previous high
growth rates in mobile web payments is starting to level out as
m-commerce becomes more mainstream. The Gaming sector showed a
small decline this quarter (-1.6%) as in-app payments have become
more prevalent.
"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, which processed more than $2.2 billion in mobile payments in 2013.
For merchants, the key to maximizing mobile conversions is to
make m-commerce as convenient and frictionless as possible for
consumers by implementing one-click payments using previously
stored secure payment data. For merchants, it is crucial to ensure
the highest levels of security using features like Adyen's Client
Side Encryption, which encrypts the shopper's payment data the
moment it is transmitted from an app or the shopper's browser.
Another key feature that is driving the growth of secure mobile
commerce is Tokenization, whereby merchants can complete payment
transactions using a digital 'token' that is linked to the
customer's securely stored payments data on Adyen's servers –
rather than collecting and storing the payments data themselves.
Combined, these technologies facilitate seamless mobile commerce
for consumers while enabling PCI compliance for
merchants.
Smartphones Lead in Transactions but Tablet Users Spend More
Per-Transaction
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. Windows Mobile and BlackBerry represent 0.6%
and 0.1% respectively. On tablet devices, the iPad dominates with
38.4% (-3.6%), compared to 7.6% on Android tablets (+0.7%).
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).
Share of Transaction Volume:
- Travel: smartphones 22% (up from 17.5% in Q4); tablets
12.5% (up from 11.9%)
- Retail: tablets 16.5% (15.9%); smartphones 9.3% (7.1%)
- Ticketing: smartphones 15.75% (13%), tablets 8.1%
(7.5%)
- Digital goods: smartphones 16.9% (13%); tablets 7.5% (5%)
- Gaming: smartphones 7.3% (down from 9% in Q4); tablets 2.7%
(down from 3%)
In terms of transaction amounts, the Travel sector was the clear
winner in Q1, with its average value per transaction increasing 63%
on tablets and nearly 30% on smartphones over Q4. Despite a
reduction in actual mobile web transactions, the Gaming sector's
average per-transaction value increased 18% on smartphones and
nearly 7% on tablets. Ticketing showed marginal growth in Q1 (3% on
tablets, 2% on smartphones), but both the Retail and Digital Goods
sectors saw a decline in transaction values (Retail: -8% on
tablets, -15% on smartphones; Digital Goods: -4% on tablets, more
than 4% on smartphones). Across all industry sectors, consumers
spent more money via tablets than via smartphones, and tablets also
beat out PC purchases in Ticketing, Gaming and Digital Goods.
Average transaction value:
- Travel: PC €203 ($281 USD);
tablets €145 ($201); smartphones:
€57 ($79)
- Retail: PC €104 ($144); tablets
€82 ($113); smartphones €56
($77)
- Ticketing: tablets €48 ($66); PC €47 ($65); smartphones €44 ($61)
- Gaming: tablets €48 ($66); PC €40
($55); smartphones €39 ($54)
- Digital Goods: tablets €25 ($35);
PC €24 ($33); smartphones €21
($29)
"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."
The transaction data that Adyen captures from its merchants base
worldwide is helping companies formulate successful mobile
strategies that optimize the customer experience. Adyen's
omni-channel payments platform enables merchants to monitor and
analyze their mobile traffic and compare it to other sales
channels, empowering them to make more informed decisions.
A significant trend that Adyen is seeing is that more and more
merchants are developing dedicated native apps to interact and
transact with their customers on mobile devices and tablets. These
apps run separately from the merchant's e-commerce websites.
Transaction data from these native apps are excluded from the Adyen
Mobile Payment Index, which covers the percentage of e-commerce
transactions originating from mobile and tablet devices.
"At Polagram, we offer our services exclusively to mobile users,
who use our app to bring the photos on their mobile devices to life
in the physical world," said Jeremy Charoy, co-founder of Polagram.
"We have ambitious international expansion plans and identified
Adyen as the best partner to support our mobile commerce strategy
on an international scale."
"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."
For further details and an infographic that represents the
Mobile Payments Index data, please follow this link:
https://www.adyen.com/dam/documentation/mobile-payment-index/april-2014/AdyenMobilePaymentsIndex_USD-April14.pdf
About the Adyen Global Mobile Payments Index
The Adyen Global Mobile Payments Index is based on Adyen global
mobile web 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-size 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.
For media inquiries please contact:
Eric Sokolsky
Sparkpr for Adyen
eric@sparkpr.com
908-288-7201
SOURCE Adyen