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BizReport : Mobile Marketing : July 24, 2012

Adyen: iPad leads mobile payment market

New data, eight months in the making, has been released by multichannel payment solution provider Adyen. It shows that the worldwide share of all mobile transactions has more than doubled over the past 8 months with the iPad leading the market.

by Helen Leggatt

adyen logo.jpgApple's iPad is the most commonly used mobile device for payments, according to Amsterdam-based Adyen, which provides web payment services to the likes of PopCap Games and Vodafone.

Analysis of eight months of transactions revealed that the iPad beat out the iPhone (3%) and devices running on Google's Android (1.5%) to account for 3.6% of all payments.

"Our analysis of the incredibly rapid growth of mobile payments broadly points to four distinct merchant categories: deal-of-the-day services, gaming, ticketing and location-based applications like greeting card companies that allow you to take a picture and instantly turn it into a paid order for a physical postcard to be delivered to a mailbox recipient," said Roelant Prins, CCO, Adyen. "There is clearly a consumer appetite to embrace mobile devices, in particular tablets such as the iPad, and merchants have started to listen."

Adyen's data also revealed that iPad users spend 20% more per purchase than users of other devices.

richrelevance logo.jpgEarlier this year, RichRelevance's 2012 Q1 Shopping Insights Mobile Study revealed that iPad users are leading the way in mobile shopping. It found that iPad users make up the bulk of mobile shoppers (68%) and 90% of all mobile revenues.

As per Adyen's data, RichRelevance found that iPad users spent more on shopping than other technology users with an average order value of $158 compared with $104 for other iPhone users, $105 for other mobile devices and $153 for desktop purchases.

Tags: Android, Apple, iPad, iPhone, mobile marketing, mobile payments, mobile transactions, mobile web, multichannel marketing

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