For high-value mobile purchases more and more customers are turning to tablets as their preferred device according to transaction data released by payment processor Adyen. Adyen is an Amsterdam-based company that track mobile payments with its Adyen Mobile Payments Index, issued quarterly, which analyzes transactions on their global processing platform. The president of the North American branch of the company states that, “smartphones are very convenient devices, but their disadvantage is their small screen…we’ve found that, while people use smartphones for initials research, they increasingly make high-value purchases on their tablet, as it’s easier to enter data on a tablet. Also, because tablets are lighter than PCs, when consumers are watching TV at home, they are more likely to use their tablet rather than their PC to make a purchase.”
Adyen’s payment index breaks down information even further as to what consumers where buying when purchasing products on their mobile devices. They differentiate between travel, digital goods, online game-playing, retail and ticketing.” Interestingly, of those five verticals, the only category that sells better on a PC than on a tablet is travel.
There is an important distinction to be made between smartphone and tablet purchases. While the transaction values were higher on tablets, the volumes of transactions were higher on smartphones. This may indicate that people trust a bigger screen with larger purchases than they do a small smartphone screen. It is easier to put in your information to a larger screen, therefore you don’t have to worry about experiencing an error with a big ticket item.
Incidentally, Google Wallet helps alleviate this problem, by providing secure, 2-click purchasing on any mobile device without the need to fill out forms on a small screen. As a result, mobile sites with Google Wallet’s online transaction API installed have seen substantial increases in both conversion and basket size (success stories linked here).