Online purchasing by smartphone is going up and tablet
purchasing is going down.
Mobile now accounts for 29% of all browser-based transactions and smartphones are used for 64% of them, according to the Adyen quarterly mobile payments index.
Tablets sales dropped a couple of percentage points to 36% of sales.
Adyen has been tracking mobile payment data from Web-based transactions across its customer base on a quarterly basis for
several years.
The index does not track in-app mobile payments, so a potentially significant data point is not included in the tracking data.
For digital goods, like games, hotel
reservations and tickets, smartphones account for 26% of all online purchases, compared to tablets at 8%.
The online sale of physical goods is a different story. For physical things, like
clothing, furniture and appliances, tablets lead with 19% of online transactions compared to 12% smartphones.
The interesting insight in the study is where Apple fits.
Apple devices
now account for more than a third (36%) of all browser-based transactions on mobile and are now used in 10% of all global transactions.
Android is not far behind, now accounting for 28% of all
browser-based mobile transactions.
It appears the bigger the device, the higher the average value of a transaction, according to the study. Here are average transaction values by device:
- $121 – Computer
- $115 – iPad
- $93 – Android tablet
- $82 – iPhone
- $75 – Android mobile
Some markets are more
active than others.
For example, the U.K. leads the world with 45% of online payments coming from a mobile device, trending to hit 50% of all transactions midway through next year.
For
mobile payments by region, Europe led the way (30%), followed by North America (27%) and Asia (21%).
While the percentage of non-app, online payment grows, overall mobile payments in the U.S.
is still around first base, as I wrote about here only yesterday (13% of Smartphone
Owners Have a Digital Wallet, 76% Don’t Use Them).
But the mobile payments glacier is still moving.