Significant increase in mobile purchasing in 2017

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Written by: Mari Oksanen - 18 December, 2017

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When 21% of people between the ages of 66 and 74 have purchased goods or services using a mobile device over the last three months, we are no longer talking about the habits of early adopters. The Mobile only generation is busy making consumer decisions which will cause the slope of the growth of mobile to rise sharply.

2017 developments in mobile payment - recent figures

I also looked at data from our payment service and near May there’s a clear slope change in the use of mobile devices. Whereas in January 30.8% of purchases were made using a tablet or phone, the figure had increased to 32.6% by May and to 35% by September. It reached a peak in July (37.8%). This likely because the age groups who purchase mainly via mobile have probably been on vacation and have had time to buy more and had more need for travel, which has the largest market share of Finnish e-commerce.

  Jan Feb March Apr May June July Aug Sept
Desktop 69,2 % 68,7 % 67,6 % 66,8 % 67,5 % 65,6 % 62,2 % 66 % 65 %
Mobile 22,2 % 23 % 24,2 % 25 % 24,6 % 26,7 % 29,5 % 26,4 % 27,4 %
Tablet 8,6 % 8,3 % 8,2 % 8,2 % 8 % 7,8 % 8,3 % 7,6 % 7,6 %
Mobile + Tablet 30,8 % 31,3 % 32,4 % 33,2 % 32,6 % 34,5 % 37,8 % 34 % 35 %

Mobile-payment-development-in-2017.png

Here’s more data from a longer period, the development of mobile payments from 2012-2017. Whether mobile payment will surpass desktop next year or in 2019 remains to be seen, but at least the shares will converge quickly.

Mobile-payment-development-in-2012-2017.png

Who purchases using mobile devices?

According to the report, 40% or more than a third of Finns, said they purchased goods or services using a phone or tablet over the last three months. The reasons were usually related to ease of use in buying while on the go or using an app for making the purchases.

 Age 15-24 25-34 35-44 45-54 55-65 66-74

Has made purchases with a tablet or a mobile phone within 3 months

50 % 46 % 51 % 38 % 31 % 21 %

Interested in data about the Finnish e-commerce market?

The figures in this post and much more can be found in our Finnish e-commerce report. Read the full Finnish e-commerce report!

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Topics: Mobile payments


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