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BizReport : Mobile Marketing : August 04, 2015

Mobile Roundup: Transactions, Fraud increasing

In today's mobile roundup, a trio of releases pointing to the continued growth of the mobile space, but that growth isn't all great - fraud is also growing quickly in the space.

by Kristina Knight

First, Kount is reporting that mobile fraud is higher on Android devices than on Apple's iOS; Apple is also holding on to more overall transactions and a higher per transaction rate than Android devices. Some interesting takeaways from the report include:

• iOS users spend $124 on average per transactions, Android users spend $65.22
• On average iPhone users spend $129 per transaction, iPad users spend $164
• On average, non-mobile transactions average $106.94

"With consumers increasingly transacting on mobile and the adoption of EMV technology in the United States, we expect to see mobile fraud rates continue to increase versus online and in-store purchases," said Don Bush, vice president of marketing at Kount. "Merchants may be implementing increased fraud protection measures for online and in-store transactions, but they're still playing catch up when it comes to mobile fraud protection. It's imperative that retailers - and everyone in the retail and financial sectors - understand the myriad risks with mobile transactions and take the necessary steps to put mobile-specific fraud protection in place."

And Duda has been monitoring mobile performance post-Mobilegeddon and found that brands prepared with mobile-friendly design have seen a nice uptick in traffic. According to their numbers brands with 1000+ weekly mobile site visits are now averaging 6% more traffic while sites with 200 to 500 weekly visits have seen traffic increases of about 11%. Those sites with lower traffic - between 100 and 200 weekly visits - have seen traffic increase about 13%.

Meanwhile, Fiksu's latest index shows the Cost Per Loyal User (CPLU) for June increased about 30% over May's numbers to reach $3.21. The Cost Per Install (CPI), however, has fallen about 21% (May vs. June) to $1.15 on iOS and about 9% on Android to land at $2.12.

"June's results reflect the ongoing evolution of the mobile marketplace, as marketers continue their struggle to gain screen time with users. Increased competition for limited attention is causing a rise in overall costs," said Micah Adler, CEO of Fiksu. "It is incredibly important for today's advertisers to recognize and precisely target their audiences, and market to a more focused pool of engaged users."

Image via Shutterstock

Tags: Duda, Fiksu, Kount, m:commerce, M:Commerce trends, mobile commerce, mobile marketing

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