Tag: tablet commerce

Airlines see a mere 13% of volume on mobile devices according to new report.

A recent report from Netherlands-based global multichannel payment company Adyen revealed that travel made up 15.5% of mobile transactions on its global payments network in Q1 2016. While m-payments made up 32% of overall online payments in this year’s first quarter, in the travel sector, the share plummets to 15%. According to Adyen, these findings show that there is opportunity to extend the reach of smartphones and tablets in the travel industry.

Compared to other industries, the travel sector sees significantly fewer mobile transactions.

The report – Mobile Payments Index 2016: Travel Edition – shows that while accommodation services see 17% of volume on mobile devices, airlines see only 13%. Also, tablets are the preferred choice among mobile devices when it comes to booking in the travel industry.

President of North America at Adyen, Kamran Zaki, stated that the travel sector is seeing notably fewer browser-based payments happen on mobile compared to other industries. Zaki added that “an average of only 15 percent of online payments take place on a mobile device, compared to over 30 percent across all verticals” among airline and accommodation merchants on the Adyen platform.

However, airlines investing in mobile offerings are seeing higher m-payments activity.

Even though only 13% of transactions for airlines are occurring on mobile, Adyen’s report also pointed out that the airlines investing in their mobile offerings are actually seeing higher than average activity in regard to mobile payments.

For instance, European airline Transavia has a share of mobile payments that is 65% higher than the average.

Adyen CCO Roelant Prins said “We are moving to a future where many loyal travel industry customers will make their entire journey in-app, from initial booking to final checkout, with payments as a key step in that journey.” He added that aside from in-app, travel merchants who invest in optimized experiences for web browsers across key types of devices are already seeing a significant increase in their mobile transaction volume.

Adyen believes that the travel industry has more opportunity to take a larger share of m-payments by branching into other mobile services like smartphone check-in among other convenient customer services.

A recent study has revealed that many shoppers use multiple portable devices when they buy.

According to the results of a recent study from Criteo, when it comes to mobile commerce, the complete journey from product discovery to the actual purchase can involve several different devices, as opposed to just one, as has been the case with traditional online shopping over a computer.

The data from Criteo indicated that 40 percent of online purchases are now conducted over multiple devices.

This data was compiled as a part of the Q4 2015 State of Mobile Commerce Report from the firm. One of the main findings within that report was that consumers aren’t just using a single mobile device to complete online purchases. It’s true that 60 percent of m-commerce based purchases are currently occurring over smartphones, but Criteo’s data has also indicated that about 40 percent of all online transactions actually involve the use of several different connected and mobile devices that will eventually lead to a purchase. These gadgets include smartphones, but also PCs and tablets.

Mobile commerce is, therefore, dependent on making sure that the shopping experience works across these devices.

According to the Criteo chief product officer, Jonathan Wolf, “Criteo’s quarterly Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices.” Wolf also added that “In order to better understand this digitally-savvy consumer, marketers need to stop looking at each device on its own, and start understanding the user behind them. Multi-device behavior is the new normal.”

Among the other key findings from the mobile commerce trends report were the following:

• Of all purchases made online, 4 out of every 10 involved the use of multiple devices before the final checkout procedure was initiated.
• One out of every 3 multi-device purchases reached a completion point over mobile (smartphone or tablet).
• There was a 15 percent year over year increae in mobile transactions from Q4 2014 to Q4 2015.
• Orders completed over tablets have a higher sales value than those completed over smartphones.
• Thirty seven percent of shoppers using desktop or laptop computers will also use mobile devices to browse retailer sites. They often look for products over mobile and buy them over PC.
• Among tablet shoppers, 43 percent use more than one device throughout the length of the shopping journey.