Twenty-seven percent of all online transactions were made from mobile devices during the first quarter of 2015, new research has claimed, an increase of 39 percent year-on-year.
According to global payments company Adyen, mobile-based online transactions are most popular in the UK. In the first three months of the year, 44.4 percent of online transactions in Britain were made using a mobile device, compared to 36.9 percent in Q1 2014.
Of these, two-thirds were made from a smartphone, the company revealed.
On a wider scale, in Europe, 28.6 percent of payments online were made via mobile. This figure sat at 26.7 percent in the US, meanwhile Asian markets surpassed the 20 percent mark for the first time.
In terms of Apple versus Android, Google-based devices are growing in popularity, Adyen found.
In Q1 2015, iOS claimed a 65 percent market share of online mobile payments, while Google-based devices took a 34.9 percent share for the same period. However, this compares to 69.5 percent and 30.3 percent respectively in 2014.
Adyen’s study is based on results from its Mobile Payment Index, which analysed the global mobile transactions of 3,500 customers between January and March 2015.
According to the findings, smartphones are quickly becoming the go-to device for making transactions online. However, they also reveal that the average transaction value (ATV) is higher on tablets.
During Q1, ATV on tablets was €32.66, surpassing desktops and laptops for the first time, which registered an ATV of €31.19. Meanwhile, the ATV for smartphones sat at €28.27 after growing 37 percent year-on-year.
Nevertheless, Ayden pointed out that in terms of pure volume, the spending gap between smartphones and tablets had “widened dramatically.”
In March 2014, smartphones accounted for 10.9 percent of online transactions, Adyen said, compared to 9.3 percent for tablets. However, by March this year, smartphones accounted for 16 percent of online transactions, compared to 11.5 percent for tablets.
This represents an near-300 percent increase in the gap between smartphone and tablet share, the company highlighted.
Roelant Prins, CCO of Adyen, said there had been a “seismic shift” in the means by which people are willing to spend money.
Prins said: “Tablets may well be approaching market saturation, but thanks to retailers and businesses focusing on optimising the payment process for the channel, they are attracting increasing spend as consumers become more comfortable using these devices to pay for things online.
“All mobile channels in the past 12 months have experienced impressive uplift.”
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