Report: Mobile Transactions Up, Average Ticket Value Down
April 28, 2014
Mobile Web payments accounted for more than 20 percent of all online transactions in the first quarter, according to Amsterdam-based e-commerce acquirer Adyen. Mobile transactions for the Dutch payments processor’s merchant clients were 66 percent higher in Q1 of this year than they were during the same period in 2013, according to its most recent Mobile Payment Index. But, while overall transaction volume and value continues to rise for Adyen merchants (although at a slower clip than last year), average ticket value for many retail sectors is falling. And that could mean good news for the mobile ecosystem if the decrease is because more low-value, everyday purchases are being conducted via mobile device, said Roelant Prins, chief commercial officer at Adyen.
“The decrease in average per-transaction value for Retail and Digital Goods this quarter may be attributed to a post-holiday season correction, as mobile consumers return to more normal purchasing behaviors, or the fact that mobile has become more mainstream, generating an increasing number of smaller transactions,” said Prins. “Either way, the continued popularity of m-commerce among consumers sends a clear signal that merchants should increase their focus on the mobile channel.”
As far as the preferred device for mobile transactions, nearly 54 percent come from smartphones, while 46 percent originate on tablets. These numbers hold for most sectors, except for retail, where shoppers prefer the larger screen of the tablet, the Index found. As a share of all mobile transactions, 38 percent originate on iPads, 31 percent come from iPhones, 22 percent are made using Android phones and nearly 8 percent come from Android tablets. Less than one percent of mobile transactions originate on Windows phones or BlackBerry devices.