Payments made via mobile sites have a much
higher conversion rate than in-app mobile payments due to a lack of
payment methods that are already used for internet banking, such as
iDeal in the Netherlands, says online payment service provider
Adyen.
Research by the Dutch e-commerce and
m-commerce payment service provider found that merchant conversion
rates were 30% higher on mobile sites than on apps on mobiles.
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The research focused on Adyen’s home market.
But Adyen’s COO Roelant Prins, and CEO and Pieter van der Does said
that the data represents other markets that have a similar banking
infrastructure to the Netherlands, e.g. with one main banking
method.
The main point, they said, is that there is a
lack of payment method support in the Netherlands because the
online banking method, iDeal, is not compatible with apps.
Prins and van der Does said that therefore,
“there is a very strong argument to make alternative payment
methods like iDeal or giropay in Germany etc compatible with
apps.”
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By GlobalDatam-payments double between
September-March
That m-commerce is a growing field in payments
is clear. Now Adyen has published its first breakdown of mobile
channels and found that mobile payments made on the solution of
Adyen almost doubled between September 2011 and March 2012.
Although mobile payments still only account
for 6.2% of all payments, the rapid growth is a strong indicator
for the need for payment method support that customers are already
used to from online banking and shopping, said Prins.
Adyen found that most payments were made on
iPhones and iPads.
Although the Apple devices accounted for 79%
of all payments made on mobile phones (iPhone 50%, iPad 29%),
mobile payments on devices running on the Android platform have
been rising rapidly. Android accounted for 14% of all m-payments in
September last year, and now accounts for a fifth of all such
payments.
