Mobile transactions to top 195 billion by 2019


  • TECH
  • Tuesday, 02 Dec 2014

FORGET YOUR WALLET: Shopping with mobile devices are getting more and more popular.

A report form Juniper Research says that the leap to using smartphones and tablets for making purchases is being driven by a host of changing consumer behavior as well as technological advances.

For example, the roll-out of Apple Pay has already got US consumers excited -- over one million iPhone owners signed up to the service within 72 hours of its launch, clocking up one million transactions. The buzz around the system is transferring to other services -- Google Wallet has seen a spike in popularity and banks are starting to roll out their own systems that use some of the same technological components.

As such, Juniper's latest white paper on the subject, published Dec 1, put the total number of mobile transactions for 2014 at an impressive 72 billion.

But it's not just digital wallet and credit card emulation services that are driving this trend -- consumers are getting more and more comfortable with using their smartphones and tablets for more than browsing and we're becoming increasingly confident when it comes to buying items with them via an app, a mobile version of an e-commerce site, or via in-app purchase, as this year's Black Friday consumer purchase data highlights.

Black Friday 2014 could well be remembered in years to come as the moment when the scales tipped and consumers started embracing mobile transactions.

Adobe's 2014 Digital Index Online Shopping data show that almost one in three sales (29%) on Thanksgiving were conducted on a smartphone or a tablet.

"Consumer use of larger screen smartphones helped drive significant increases in mobile online sales -- enough to set records two days in a row," said Tamara Gaffney, principal analyst, Adobe Digital Index.

But as well as bigger screens that make purchasing on a smartphone easier, the devices are also proving to be a suitable digital alternative to traditional tickets -- whether it be for a concert or a flight or for public transport.

Juniper Research notes that in the US the Massachusetts Bay Transportation Authority's mTicket app took just nine months to account for 15% or sales and that New York Waterways' system has hit 25% in less than two years. — AFP/RelaxNews 2014

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