According to data from Adyen based on client transaction data, more than 27 percent of online payments made in the first quarter of 2015 were made using a mobile phone or tablet. The United States is slightly below the global average in terms of the share of online payments made from a mobile device while the United Kingdom leads all nations in this department with over 44 percent of online payments coming from mobile devices.
The mobile channel continues to grow both in terms of mobile contactless payments at the point-of-sale and with mobile eCommerce transactions that take place via mobile web browsers or mobile apps. It is important for merchants to reach consumers and provide the opportunity for them to transact in the channels they prefer to use. Recent data from payment provider Adyen underscore the importance of the mobile channel as it continues to grow and as consumers increasingly make remote, online payments from their mobile devices.
According to Adyen’s quarterly Mobile Payments Index, 27.2 percent of global online payments were initiated from a mobile device during the first quarter of 2015, up from 25.8 percent the previous quarter and significantly higher than the 19.2 percent of online payments made from mobile devices in the first quarter of 2014. These figures only include web payment transaction data and do not include in-app mobile payments.
There were notable regional differences in mobile eCommerce payments, however. There was a strong increase in the share of online payments made via mobiles in the United States, although the 26.7 percent of online payments from mobile devices was a bit lower than the global average. Over the last six months there has been a 5 percentage point increase in the share of online payments made via mobile in the United States. In Europe, however, where 28.6 percent of online payments come from mobile devices, this only increased by 2 percentage points over the same six month period.
Leading the way in Europe, as well as globally, is the United Kingdom where 44.4 percent of online payments were made via mobile devices during the first quarter of 2015. This is an increase of more than 20 percent in one year’s time as 36.9 percent of online payments in the UK were made via mobile devices during the first quarter of 2014.
These figures from Adyen highlight the importance of the mobile channel for many merchants in the United States, United Kingdom and worldwide. Keep in mind that these figures to do not include mobile apps, meaning that more than 1-in-4 transactions made online via a web browser is coming from a mobile web browser, both globally and within the United States. According the 2015 Mobile Payments and Fraud Survey from The Fraud Practice, CardNotPresent.com and Kount, however, less than half of merchants have a mobile dedicated site today, which is relatively flat compared to the share of merchants that had mobile dedicated site one year ago.
The 2015 Mobile Payments and Fraud survey found that merchants are more likely to have a mobile app for online shopping (52 percent) than a dedicated mobile site (48 percent), but based on these figures from Adyen merchants only offering a mobile app should consider a mobile optimized site as well.
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