worldpay-移动支付旅程（英文版）-2018.10-15页-6mb

Mobile Payment Journey Summary

Core Content

This report provides an overview of mobile payment trends across 10 countries, focusing on consumer preferences, challenges, and opportunities for travel-related businesses. It highlights the importance of a seamless, secure, and user-friendly mobile payment experience to reduce cart abandonment and increase user engagement.

Main Countries and Their Insights

Australia

• Market Trends: Mobile commerce (mCommerce) is growing rapidly, with mobile expected to overtake desktop in eCommerce by 2021.
• Payment Preferences: 60% of Australians prefer payment confirmation via email. Over half are willing to use one-click payments.
• Security Concerns: 34% are concerned about website security, and security logos like Verified by Visa are important to build trust.
• Top Payment Types: Verified by Visa (80%), Mastercard SecureCode (63%), VeriSign Secured (48%), Secure Lock (51%).
• Cart Abandonment Reasons:
  • Checkout process took too long (25%)
  • Preferred payment method not available (27%)
  • Had to enter too much information (26%)
  • Concerned about website security (23%)

China

• Market Trends: mCommerce is predicted to be worth US$1.01 trillion by 2021.
• Payment Preferences: Alipay is the most popular payment method for travel bookings.
• Consumer Behavior: Over half of Chinese users prefer one-click payments, and they are comfortable with saving payment details for future use.
• Cart Abandonment Reasons:
  • Preferred payment method not available (27%)
  • Concerned about website security (23%)

Germany

• Market Trends: Mobile eCommerce is expected to be worth US$37 billion by 2021.
• Payment Preferences: PayPal is the preferred alternative payment method. Sofort is also gaining popularity.
• Consumer Behavior: 60% of travellers want payment confirmation via email. One-click payments are preferred by 51%.
• Cart Abandonment Reasons:
  • Preferred payment method not available (27%)
  • Concerned about website security (23%)
  • Had to enter too much information (23%)
  • Payment process wasn't clear (18%)

India

• Market Trends: mCommerce is expected to reach US$49 billion by 2021.
• Payment Preferences: Discounts are a major driver for app downloads. Taxis are the most commonly booked travel service via mobile.
• Consumer Behavior: Two-thirds of users are comfortable with one-click payments. Mobile booking is increasing steadily.
• Cart Abandonment Reasons:
  • Preferred payment method not available (27%)
  • Had to enter too much information (23%)
  • Concerned about website security (19%)

Japan

• Market Trends: Japan is the second-largest eCommerce market in Asia, with mCommerce set to increase to 43% by 2021.
• Payment Preferences: PayPal is preferred for alternative payments. Guest checkout is more popular than saving payment details.
• Consumer Behavior: 60% of users want payment confirmation via email. One-click payments are preferred by 51%.
• Cart Abandonment Reasons:
  • Preferred payment method not available (27%)
  • Concerned about website security (23%)
  • Had to enter too much information (23%)

Russia

• Market Trends: mCommerce is expected to be worth US$12 billion by 2021.
• Payment Preferences: The preferred payment method is not clearly defined, but offering a range of options is crucial.
• Consumer Behavior: 51% are willing to pay with one-click. Guest checkout is preferred.
• Cart Abandonment Reasons:
  • Preferred payment method not available (22%)
  • Concerned about website security (19%)
  • Had to enter too much information (18%)
  • Payment process wasn't clear (15%)

South Korea

• Market Trends: mCommerce is forecasted to be worth US$60 billion by 2021.
• Payment Preferences: Low cost and quick transactions are the main drivers for mobile payments.
• Consumer Behavior: 60% of users want payment confirmation via email. One-click payments are preferred by 51%.
• Cart Abandonment Reasons:
  • Had to enter too much information (27%)
  • Concerned about website security (22%)
  • Checkout process took too long (25%)

UK

• Market Trends: Mobile's share of eCommerce is expected to reach nearly 50% within 5 years, with mCommerce valued at US$94 billion by 2021.
• Payment Preferences: PayPal is the most popular alternative payment method.
• Consumer Behavior: 49% of users want payment confirmation via email. One-click payments are preferred by 51%.
• Cart Abandonment Reasons:
  • Preferred payment method not available (24%)
  • Had to enter too much information (23%)
  • Concerned about website security (22%)
  • Checkout process took too long (19%)

USA

• Market Trends: The USA is the second-largest eCommerce market globally, with mobile travel sales expected to reach US$109 billion by 2021.
• Payment Preferences: PayPal and Apple Pay are widely used for mobile payments.
• Consumer Behavior: 49% of users want payment confirmation via email. One-click payments are preferred by 51%.
• Cart Abandonment Reasons:
  • Preferred payment method not available (29%)
  • Had to enter too much information (23%)
  • Concerned about website security (22%)
  • Checkout process took too long (19%)

Key Takeaways

• Security and Trust: Consumers across all markets value security and are more likely to complete transactions if they see trusted payment logos like Verified by Visa, Mastercard SecureCode, and Secure Lock.
• One-Click Payments: A significant majority of users (51% in most markets) prefer one-click payments, indicating a strong demand for convenience and speed.
• Cart Abandonment: The primary reasons for cart abandonment are related to the checkout process, including the need to enter too much information, concerns about security, and the unavailability of preferred payment methods.
• Alternative Payments: Alternative payment methods like PayPal are preferred in several countries, especially in Europe and the US.
• User Experience: A seamless, intuitive, and fast payment process is critical to retaining users and increasing conversion rates.
• Regional Preferences: Each market has unique preferences and concerns, which must be addressed individually to optimize the mobile payment journey.

Recommendations

• Ensure Security: Implement strong security measures and display relevant logos to build trust.
• Offer One-Click Payments: Enable users to save payment details and use one-click checkout to reduce friction.
• Provide Multiple Payment Options: Offer a range of payment methods to cater to different user preferences.
• Simplify Checkout: Minimize the amount of information required and make the payment process clear and easy.
• Localize Payment Methods: Understand and adapt to the specific payment preferences of each market.
• Enhance User Experience: Focus on creating an immersive and engaging mobile environment that aligns with the brand's identity.

Research Details

• Methodology: Worldpay partnered with Opinium Research LLP to survey 16,000 smartphone users across 10 countries.
• Countries Studied: Australia, Brazil, China, Germany, India, Japan, Russia, South Korea, UK, USA.
• Purpose: To gather insights on mobile payment preferences and optimize the payment journey for travel and other retail sectors.

This report emphasizes the importance of adapting mobile payment strategies to meet the specific needs and preferences of each market to enhance user engagement and reduce cart abandonment.