The last global index of mobile Adyen * a global increase of 27% of mobile transactions in the last four months payments. Europe remains in the lead with 18% of all payments made using a mobile terminal between May and August 2013.
With its high concentration of “mobile users”, Europe still is a pioneer in mobile payment: 18.16% of all transactions are using this channel, against 15.4% in April. An increase of 18% in four months (May-August). During the period, the share of payments made on the shelves representing 8.4% of total transactions in Europe and smartphones 9.7%.
The share of mobile payments in North America also continues its strong growth from 11.2% of all transactions in May to 16.6% in August (including 10.8% of smartphones and 5.8% tablet). Asia, by contrast, sees the share of mobile down from 12.4% to 11.4% payments (6.3% against 5.1% on tablets smartphones). In South America, the mobile payment market is still in its infancy, but the index Adyen indicates that 4.2% of all transactions were carried out with a mobile terminal in August (2.8 Tablet% against 1.4% of smartphones).
Preferred smartphones to tablets
Adyen index indicates that the overall percentage of purchases made in the world has increased for both mobile phones and for tablets during this period from 6.5% to 9.2% for smartphones and 7.4% to 8.3% for tablets. However, the study highlights a trend reversal since the last Index, published in May 2013 because the tablets appear to be losing ground, their share of mobile payments fell from 53.2% to 47.4%, while the smartphone password by 46.8% to 52.6%.
IOS devices (iPhone and iPad) account for almost 75% of mobile transactions on Adyen platforms (ie 13.1% of all transactions, against 11% in April 2013). Android devices, meanwhile, allowed nearly 25% of mobile transactions over the period (4.3% of all transactions, against 3.1% in April). Windows Mobile and BlackBerry accounts for 0.6% and 0.3% of mobile transactions respectively. Windows Mobile has however grown rapidly over the last three months, purchases on this platform increased by 20%.
Tourism first segment for mobile payments
Adyen The report also revealed a mobile penetration in various industries until recently dominated by transactions at point of sale or online. So the travel / tourism sector (20.5%) became the first industry for mobile payments: For all travel transactions, mobile shopping increased from 20% to 24.1% Smartphones ahead shelves in this area (13.27% against 10.9%).
Other sector rising: the FMCG (+ 16.75%). Consumers have used their mobile devices to perform nearly 17.5% of all purchases during this period, against 15% during the period covered by the previous edition of the Index. The shelves are nearly double of transactions on smartphone (11.63% against 5.85%), consumers clearly prefer larger screens and ergonomic to make their purchases.
Finally, the ticketing / Entertainment (22%) also experienced a significant increase. Purchases of mobile tickets for concerts, movies, sports events, theater and other events represent 18.3% of all purchases of tickets, against 15% for the previous period. The use of smartphones for these purchases is nearly double that of tablets (12.1% against 6.2%), reflecting the preference of users for a purchase on the spot, to avoid queuing and receive their electronic tickets directly on their phones for a scan at the entrance. * The Index Adyen analyzes all transactions completed on its platform for thousands of customers worldwide, including Mango , Superdry, Getty Images, KLM , SoundCloud, Photobox, Sarenza, Uber, VistaPrint or Vodafone.
