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26% of global online transactions now on mobile

26% of global online transactions now on mobile
Tuesday February 9 2016

Research reveals a Q4 2014 surge in mobile payment share of online transactions

In Q4 2014, 25.8% of global online transactions took place on a mobile device, according to the latest Mobile Payments Index released by payment services vendor Adyen.

The Index, which tracks mobile payment data from web-based transactions across Adyen’s customer base, showed it was the first time mobile payments have accounted for more than a quarter of global online payments since June 2013.

The Q4 results are 11% higher than Q3 2014 and 37% higher than Q4 2013. December showed the highest proportion of mobile payments at 26.6%, followed closely by November at 26.1%. 

This end-of-year spike suggests that shoppers are more likely to make purchases on mobile as the global peak shopping period hits in November (Single’s Day in China, Black Friday and Cyber Monday in the US and globally) and during the December Christmas shopping period.

Smartphone transactions still accounted for about 20% of all online transaction for digital goods, including games, services like club memberships, hotel reservations, and tickets. Tablet transactions accounted for just 7%. 

Retail goods such as clothing, furniture, appliances, groceries are reversed, with smartphones accounting for less than 10% of retail purchases and tablets accounting for 19% of purchases. 

According to Adyen, this indicates shoppers still prefer to buy physical products on tablets, but gravitate to smartphones for online services.

The iPad maintained a slight lead at 34% of mobile transactions, with the iPhone at 32.3% and Android phones at 25.3%. This is different from one year earlier in Q4 2013, when more than 40% of mobile transactions were on iPad, compared to 32% on iPhone, and just 20% on Android phones. 

Smartphones continued to pull away from tablets as the preferred mobile device, with 58% of mobile transactions made on smartphones and 42% on tablets. This continues the trend from previous quarters and this surge correlates with a global trend toward larger screens on smartphones, according to Adyen. However, tablet transaction volume is still growing overall, with 10.8% of global online transactions in Q4 on tablet compared to 10% in Q3. 

“Across all industries including retail, gaming, ticketing, and of course digital goods, we see the emergence of successful businesses offering a mobile-only experience,” commented Roelant Prins, chief commercial officer at Adyen. 

“For many companies, mobile is now the primary sales channel, rather than simply a key sales channel, aided by the accelerated growth of mobile payments globally in the last quarter of 2014. A ‘mobile-first’ strategy is becoming a reality for more businesses as we move into Q1 2015.”