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国际资讯

社交媒体移动交易将达130亿次

从一触即付的苹果支付,到Mpesa的普及,移动支付在全球各地都有了飞速发展。社交媒体在推动移动支付中的重要作用却鲜有提及。

英国市场研究机构Juniper公司的一份研究报告表明,社交很可能是驱动移动资金转移的重要因素之一,并预计在2015年总交易次数将增长150%,达到130亿次。

研究显示,该显著增长部分的主要动力来自美国社会支付服务Venmo。目前Venmo的季度交易额达10亿美元。

Venmo的成功引得各社交媒体公司开始大力推广移动支付服务。Snapchat携手Square,合作提供P2P服务;Facebook则在上月推出了全美国移动支付服务。

在中国,研究发现,自2015年2月以来,微信和支付宝的P2P交易量有了显著地增加。这得益于春节期间微信红包的送礼活动。6天内活动共产生33亿次交易。

话费支付

象牙塔外,话费支付仍是发展中市场移动支付的主力军。Juniper公司研究表明,如小额贷款、储蓄和小额保险等服务有了显著增加。

研究表示,网络运营商能够很好地根据客户充值历史,社交媒体使用情况及客户位置数据提供风险评估表单,为信用评分提供帮助。

"基于移动产品的小额保险的优势在于,它可以帮助没有银行账户的人抵抗自然灾害。" 报告撰写人Windsor Holden博士表示。"例如,如果没有移动小额保险,农民可能会因为一季收成失败而倾家荡产"

非洲移动支付仍最活跃

非洲长期以来一直使用手机支付,是移动支付成功的最好范例。Juniper研究报告表明,手机付款在该地区发挥着主导作用。举例来说,约有17个撒哈拉以南的非洲市场手机支付账户拥有人数超过银行账户拥有人数。

全球来看,今年服务提供商将从移动支付中创造20亿美元的收益,到2018年,这个数字将高达40个亿。

Mobile payments are a growing force around the globe - from the sophisticated tap 'n go mechanics of Apple Pay to the continued dominance and evolution of MPesa. One thing we tend to speak less about though is the role of social media in driving mobile transactions.

But it could actually be incredibly significant. According to a new report from Juniper Research, social could be a major driver of mobile money transfers, which are expected to increase by nearly 150% in 2015 to more than 13-billion.

According to the British research house, a major catalyst for this growth is US social payment service Venmo, which now experiences traffic worth nearly US$1-billion a quarter.

Its success is credited with inspiring a number of social media companies to introduce their own services. Snapchat has partnered with Square to deliver a P2P offering, while Facebook launched a US-wide service last month.

In China meanwhile, the research found that both WeChat and Alipay saw significant spikes in P2P (Person to Person) traffic during February 2015. This was the result of result of 'red envelope' P2P gifting activity when WeChat users engaged in more than 3.3 billion P2P transactions in just six days over the Chinese New Year period.

The currency of airtime

Further down the pyramid, airtime continues to be a major mobile payments force in developing markets. That said, Juniper Research says there has been a significant increase in the deployment and adoption of services such as micro-lending, savings and micro-insurance.

It also argues that network operators are well positioned to deliver key data for risk assessment in the form of customer top-up histories, social media usage and location data, which could be subjected to analytics to provide information for credit scoring.

"The beauty of mobile-based microinsurance is that, for the first time, the unbanked can be afforded protection against natural disasters," says report author Dr Windsor Holden. "Without it, a farmer suffering crop failure could lose his livelihood."

Africa still on top

Africa has long been used as the go-to example of what can be achieved with mobile payments. The Juniper Research report indicates that mobile payments still play an incredibly disruptive role in the region. For instance, there are now 17 markets, the majority in sub-Saharan Africa, where the number of mobile wallets exceeds the number of banked individuals.

Globally, service providers are expected to generate US$2-billion from mobile money services this year, rising to US$4-billion by 2018.


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