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Consumers Were More Likely to Shop with Mobile Devices Online Rather than In-Store This Black Friday

Although mobile eCommerce sales accounted for $1.2 billion on each Black Friday and Cyber Monday, consumers shopping in-store were much less likely to pull out their smartphones. According to one payment processor, just 0.6 percent of brick-and-mortar retail transactions in the U.S. on Black Friday were made with a mobile wallet.

According to data from payment processor Cayan, over 90 percent of in-store retail transactions on Black Friday were made with a credit card, while just 0.6 percent used a mobile wallet or mobile payment app. California was the state were consumers were most likely to use a mobile wallet app, which represented 1 percent of brick-and-mortar retail transactions the day after Thanksgiving.

Whether it’s due to lack of incentives for consumers, fragmented mobile wallet options and acceptance, or other factors, the use of mobile wallets at the physical point of sale has yet to really take off in the United States. While Google Wallet or AndroidPay and ApplePay have been around for years, new options like SamsungPay, ChasePay and others have continued to come to market. According to reports, actual usage of these mobile wallets remains low, however.

Meanwhile the adoption of more secure chip cards following the EMV liability shift a little over one year ago has led to more immediate results. Payment provider Cayan also measured the use of chip cards on Black Friday, which made up 62 percent of credit card transactions.

The lackluster performance of mobile payments at the physical point-of-sale is a stark contrast to the use of mobile for online transactions on Black Friday and Cyber Monday, which drove record online shopping days in the United States. According to Adobe 36 percent of all online shopping on Thanksgiving and Black Friday was conducted on a mobile device, which means consumers were 60 times more likely to use a mobile device to shop online than they were to use a mobile device to purchase in-store.

It makes sense that mobile shopping would be especially high on Black Friday and Cyber Monday when there are deals and incentives for consumers to shop, and many who traveled for the Thanksgiving holiday will have their smartphones and tablets to browse and buy from while their computer is at home. The holiday season seems to drive more people to become comfortable with mobile eCommerce shopping each year. Merchants need to consider both mobile apps and mobile optimized websites for facilitating mCommerce orders, as well what makes risk management different for the mobile channel.

Increased use of mobile commerce has many impacts on the payments and risk industry. For example, FIDO and the 3DS 2.0 protocol are utilizing and encouraging increased used and various forms of multi-factor authentication, including multiple mobile-friendly options. Organizations are asked to ranked new proposed features in the 3DS 2.0 protocol and provide additional feedback by taking the 4th Annual Consumer Authentication Survey.

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