Nearly one in five digital transactions is made via a mobile device, according to a new study. Research from cross-channel organisation Adyen discovered that, over the final quarter of 2013, 19.5 per cent of all online payments were completed through the platform, highlighting the significance of the mobile market to businesses both in the UK and abroad.
The study analysed over $14 billion (£8.57bn) worth of transactions, discovering that mobile transactions had seen a 55 per cent increase compared to the same period in 2012. Travel, digital goods, gaming, retail and ticketing were identified as the five key growth areas for the mobile market.
The research discovered that mobile purchases relating to travel made up 30 per cent of digital transactions. It also found that the retail sector sees the highest average spend at £54 per sale.
Speaking about the research, Roeland Prins, Chief Commerce Officer at Adyen said:
“Ease of payment is vital for merchants to keep up with the evolution of mobile devices and consumer behavior. Businesses are focusing on enhancing their payment interface over mobile channels to make it responsive, simple and clear for users.
” It’s fascinating to look at a trend like tablets emerging as the leading device for more expensive purchases, and using this knowledge strategically to increase conversion rates,” he continued.
The report highlights the continuing growth of mobile and tablet use by consumers, but also confirms the different behaviour from those using multiple devices. This variance in behaviour also has ramifications for those looking at offering customer service across portable platforms; a must in today’s multi-device world.