Study: Mobile payments account for 19.5% of global transactions
Amsterdam, Netherlands — Mobile payments accounted for 19.5% of all transactions worldwide in December 2013, a growth of 55% year-over-year, up from 12.6% the previous December. The third Adyen Mobile Payments Index, covering the period September to December 2013, also shows that mobile transaction volume in retail has risen by a third, up to 23%.
In retail, transaction volume for tablets rose 15.9% and for smartphones grew 7.1%. Average retail transaction values for tablet purchases were $122; PC purchases $92 and smartphone purchases $90. 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 e-commerce, where a key part of the picture is streamlining the payment process to encourage more conversions.
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 compared to 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.
“Ease of payment is vital for merchants to keep up with the evolution of mobile devices and consumer behavior,” said Roelant Prins, chief commerce officer, Adyen. “Businesses are focusing on enhancing their payment interface over mobile channels to make it responsive, simple and clear for users. That’s why having access to data on transaction volume and value is highly useful for merchants looking to optimize 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.”
Report: Poor tablet experience impacts purchase willingness
New York – Almost eight-in-10 (77%) of consumers report that having a poor or unsatisfying experience while trying to use a website on their tablet will affect their willingness to purchase from that brand. Other tablet research from omni-channel commerce technology provider Useablenet shows that 70% of consumers say that the quality of photography and design of a tablet site influences their decision on whether to purchase
In addition, more than 72% of consumers say that they use their tablet primarily at home, either while watching TV or in bed at night. Only 27% say that they take it everywhere, either for entertainment or work. Interestingly, U.S. consumers take their tablets outdoors more than U.K. consumers, who typically use their tablets at home. Useablenet analysis indicates this could be due to the higher availability of Wi-Fi hotspots and 4G technology in the U.S.
The top use cases of tablets for consumers include researching products before buying online (66%), watching videos and browsing photos (63%), checking prices and looking up store information (63%), reading ratings and reviews (54%) and browsing products and building shopping lists for later purchases (51%).
In addition, 61% of surveyed brands believe their customers want a tablet browsing experience that is consistent with the desktop, but optimized for tablet, while 28% think that consumers prefer a tablet experience similar to the smartphone. Ten percent believe that speed and convenience are the only factors that matter to tablet consumers, and 28% of surveyed retailers report that they have created a tablet-specific app and another 20% say they are planning one.
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HBC goes digital
As part of its digital strategy, Hudson’s Bay Company has created HBC Digital and appointed Michael Burgess as the newly created group’s president. Burgess will report to the office of the chairman.
HBC Digital will drive the digital commerce and marketing strategy and execution across all channels, in partnership with each of the company’s business units: Saks Fifth Avenue, Lord & Taylor, Hudson’s Bay and HBC Outlets.
“HBC Digital will leverage our scale and will help unlock a great deal of opportunity across all of our businesses,” said chairman and CEO Richard Baker. “As our customers’ expectations continue to evolve and the lines between digital marketing and commerce continue to blur, we feel this group not only creates near-term benefits, but also will enable HBC to become more nimble in the digital marketplace.”
“I am extremely excited about this new opportunity. Digital is transforming the shopping experience online and in store. We have a terrific team at HBC and a great opportunity to build a wonderful experience for our customers for each of our retail banners,” added Burgess.