Sponsored by Worldpay.

We asked 16,000 mobile users across 10 global markets (UK, US, China, India, Japan, Brazil, Russia, Germany, South Korea and Australia) about their last mobile shopping and booking experience and the factors contributing toward their decision to make a purchase via mobile.

When a mobile shopper wants to book a vacation, they go through several steps. From downloading an app to trawling through vacation options, setting up a user profile, entering their payment details and finally hitting ‘Book now’. But each of these steps need to be optimised in order for the purchase to be completed.

Getting your app onto your shopper’s phone

68% of mobile shoppers said their last purchase was made using an app rather than a mobile website. But travellers on average only have two travel apps on their phone, so what makes travellers want to download your travel app?

Interestingly, half of them said that getting discounts is motivation enough, and 38% would be swayed by other travel perks such as free wifi. Many were keen to use apps for the freebies, and 34% wanted to be able to access their travel confirmation or ticket easily.

The appeal of speed and simplicity

In the fast-paced world that travel companies operate in, users are accustomed to quickly finding and instantly booking trips. User profiles have become a key feature of travel apps as they reduce the need to re-enter tedious traveller and payment details. It it’s therefore no surprise that more than half of our travellers would be happy to save their payment profile on a phone and just ‘swipe’ to pay for their next taxi ride or a flight seat upgrade.

In fact, 17% would abandon a booking if they had to re-enter their payment details with a company they have booked with before.

Although it’s important to give consumers the choice to set up a user profile, be sure to also offer a choice to ‘check out’ as a guest. 20% of users would buy as a guest if it were a one-off purchase, and 12% stop the purchase if they can’t checkout as a guest.

Optimising the checkout

What stops travellers buying on mobile? 15% said that they dropped out in the last 12 months because their payment method of choice wasn’t shown at the beginning of the process. Simply showing which payment types you offer could therefore prevent travellers going to your competitors! A further 19% said they had to enter too much information and 17% said they dropped out because the checkout process took too long.

Have you already implemented biometrics into your checkout process? 53% of travellers say they’d like to use biometrics to make the paying quicker, so it’s definitely a feature to consider.

Explore more

Companies can spend billions on driving people to download their app or use their mobile site, but ultimately, the sale only happens when the consumer actually pays. To uncover The Mobile Payment Journey data and insights, download the free report today.

Elewhere, tnooz and Worldpay are hosting a webinar on May 23rd, expanding on the data points above and offering attendees hints and insights into how the make the mobile payment journey seamless and secure.

Click below for more details and to register.

This article by Worldpay appears as part of the tnooz sponsored content initiative.