移动支付旅程（英文版）

Mobile Payment Journey Summary

Core Content

This document explores the trends and user preferences in mobile payments across various travel markets. It highlights the importance of a seamless, secure and user-friendly payment experience in driving customer satisfaction and reducing cart abandonment. The focus is on understanding regional differences in payment methods, security concerns, and user expectations to optimize the mobile payment journey.

Main Views and Key Insights

• Mobile Payments in Travel
  Mobile payments are becoming increasingly vital in the travel industry, with a growing number of users booking travel services via their mobile devices. The mobile payment journey is critical to ensuring a smooth, fast and secure transaction process.

• Cart Abandonment
  Cart abandonment is a major challenge in mobile commerce. Key reasons include:

  • Concerns about website security (34%)
  • Long checkout processes (27%)
  • Preferred payment method not available (26%)
  • Too much information to enter (26%)

• User Preference for Saving Payment Details
  A significant majority of users (70%) prefer to save their payment details in a user profile. This enables one-click payments, which are seen as a key factor in improving the user experience and reducing abandonment.

• Security and Authentication
  Security is a top concern for users. In Europe, the implementation of PSD2 and Strong Customer Authentication (SCA) has made two-factor authentication a standard. This includes:

  • Knowledge (e.g., passwords)
  • Possession (e.g., tokens, mobile phones)
  • Inheritance (e.g., biometrics)

• Preferred Payment Methods
  Different regions have varying preferred payment methods:

  • Australia: Verified by VISA (80%), Mastercard SecureCode (63%), Verisign Secured (48%), Secure Lock (51%)
  • Brazil: Mobile is preferred for low-value transactions (26% of travel purchases ≤ R$42)
  • China: Alipay is the most popular, with a strong preference for one-click payments
  • Germany: PayPal and Sofort are preferred due to real-time processing capabilities
  • India: Discounts are a major driver for app downloads, with a strong preference for one-click payments
  • Japan: Guest checkout is preferred due to security concerns
  • South Korea: Speed and ease of payment are key, with a preference for one-click
  • UK: PayPal is the main alternative payment method, with a strong preference for secure payment symbols
  • USA: Verified by VISA (78%), Mastercard SecureCode (61%), Verisign Secured (55%), Secure Lock (54%)

• Global Trends

  • Mobile commerce is expected to surpass desktop in many markets.
  • The global digital travel market is projected to reach over US$817 billion by 2020.
  • The mCommerce market is on track to be worth over US$100 billion by 2021 in several regions, including Australia, China, Germany, India, Japan, South Korea and the USA.

Key Recommendations

• Optimize Payment Experience: Ensure that the payment process is fast, simple and does not disrupt the user journey.
• Offer One-Click Payments: Allow users to save their payment details to enable quicker transactions.
• Enhance Security Features: Implement secure payment methods and display security logos to reassure users.
• Advertise Accepted Payment Types: Clearly list payment options on the app homepage and in app stores to attract users.
• Consider Regional Preferences: Tailor payment methods and user experience based on local market trends and user behavior.
• Provide Guest Checkout Option: Especially in markets like Japan where security concerns are high.
• Focus on Mobile User Experience: Improve the overall mobile experience to align with user expectations of speed and convenience.

Travel Booking by Mobile

• Australia: 25% of travel bookings are made on mobile, with a strong preference for accommodation.
• Brazil: Taxi bookings are the most common via mobile (25%).
• China: Mobile is the dominant channel for travel bookings, with a preference for one-click payments.
• Germany: Mobile travel bookings are expected to be worth US$12.9 billion by 2021.
• India: Mobile bookings are increasing, with a strong focus on discounts and one-click payments.
• Japan: Mobile accounts for 33% of online bookings, expected to rise to 43% by 2021.
• South Korea: Mobile is a key channel for travel bookings, with a preference for quick and easy transactions.
• UK: Mobile is expected to reach nearly 50% of eCommerce by 2021.
• USA: Mobile travel sales are projected to reach US$109 billion by 2021.

Research Methodology

• Worldpay conducted a survey of 16,000 smartphone users across 10 countries.
• The survey covered preferences for payment methods, security, user experience and the impact of mobile on travel bookings.
• The research was carried out in partnership with Opinium Research LLP.

About Worldpay

• Worldpay is a leading global payment provider with over 1.2 million customers in 146 countries.
• They offer payment solutions for online, in-store, telephone and mobile transactions.
• Learn more at: www.worldpay.com/global