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BizReport : Mobile Marketing : October 27, 2014

Adyen: M-Comm set to explode in Asia

The release of Apple Pay has a lot of people talking about the future of mobile commerce. Now new data out from Adyen indicates mobile payments were already climbing before that release. Their data shows that between July and September this year payments made via mobile devices increased just over 2%.

by Kristina Knight

Quarter over quarter Adyen's numbers indicate payments made via mobile device increased from 21.5% (Q1) to 23.3% (Q2); perhaps even more interesting is that the Asian marketplace has seen mobile payment growth explode. Year over year mobile payments increased 58% in Asian countries; 17% of online payments are now made via a mobile device in Asia.

Europe remains the mobile payments king with 24% of online payments made via mobile device. Other interesting findings include:

• Online payment authorizations are higher on mobile: 88% average vs. 86% average via desktop
• Consumers purchased more via smartphone than tablet during Q3 for virtual goods
• Consumers purchased more via tablet than smartphone for physical goods
• Desktop remains highest for both physical (71% of purchases) and virtual (72% of purchases)
• 57% of all mobile payments (July to September) were made via smartphone, 43% via tablet

"The future belongs to businesses that will continue to adapt to local mobile payment preferences and streamline the checkout flow. Evernote, for example, saw an uplift of 10% after implementing a mobile-optimized checkout for Alipay, the most popular online payment method in China," Roelant Prins, Chief Commercial Officer, Adyen, said.

Image via Shutterstock

Tags: Adyen, ecommerce, m:commerce, mobile commerce, mobile marketing

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