iPad users spend on average 20% more per purchase than other mobile device users, according to new research by Adyen.
The research covered all payments across an 8 month period, of which the iPad accounted for 3.6% of all purchases, the iPhone 3% and 1.5% on Android devices.
Overall the worldwide share of mobile payments more than doubled from October 2011 to June 2012, from 3.6% to 8.4%.
Apple’s iPad is great for shopping
Much of this increase has been driven by the so-called ‘daily dail’ coupon websites, such as Groupon, O2 Priority Moments and Vouchercodes.co.uk, all of which have expanded from simply offering an email service, to providing mobile apps with ‘push’ functionality.
Adyen’s research shows that these are the products with the greatest mobile penetration, accounting for 12.6% of all mobile transactions, followed closely by traditional retail at 7.2%.
"Our analysis of the incredibly rapid growth of mobile payments broadly points to four distinct merchant categories: deal-of-the-day services, gaming, ticketing and location-based applications like greeting card companies that allow you to take a picture and instantly turn it into a paid order for a physical postcard to be delivered to a mailbox recipient," said Adyen’s CCO Roelant Prins.
Research is showing that consumers, especially those in the UK, are demanding greater payment opportunities on their mobiles. Gartner is projecting the mobile payments market to boom, reaching $171.5bn this year.
Research by YouGov already shows that UK consumers are already getting frustrated at the lack of options, a third of those surveyed claiming they would use their device for more payments, if only they were able.
Sybase 365’s Diarmiud Mallon goes a step further and believes that mobile will kill off cash payments altogether – and much quicker than many in the industry think.
Much of the problem stems from a lack of standardisation across the industry – many companies are still in the process of developing mobile wallets (see CBR’s review of O2’s wallet here), fine tuning payment technologies such as NFC and getting retailers on board.
Further reading:
CBR’s feature on Mobile Payments
