Commentary

Mobile Online Transactions: iPhone 36%, Android 28%

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.

Next story loading loading..