Europe at the point of sale payworks.insights

Europe at the Point of Sale Card transactions in the EU-27

Europe at the POS – Card transactions in the EU-27 2

© payworks GmbH 2012

Editorial

Dear reader,

with payworks.insights we want to share the knowledge and information we gain through our daily work in the

mobile payment market, having gained tremendous momentum over the past few months. Both small but

ambitious startups as well as established players are frequently introducing new solutions in many areas of

the world. On the one hand, this development has been made possible by an ever increasing smartphone

penetration, with more and more people using their mobile devices for far more than just doing phone calls.

More importantly though, companies have found ways to include these mobile devices into mobile payment

solutions that build on top of existing infrastructures and networks and thus require a minimum of behavioral

change from their users.

For both the mobile Point of Sale as well as the mobile Commerce space, the current development bears a

huge potential. Whether it is add-on services such as loyalty programs or coupons for merchants, or an

enriched shopping experience for users – the possibilities are vast. At payworks we are very excited about

these promising opportunities for all players along the value chain.

Implementing and operating mobile payment technology in a secure and regulatory compliant way is a big

challenge for any company. However, in order to unleash the full potential of new kinds of mobile Point of Sale

and mobile Commerce solutions, setting up and maintaining the payment infrastructure is a decisive factor. In

our view though, it should not hinder anybody to enter the market with his or her projects and ideas. With our

team of talented engineers and dedicated payment experts, it is our contribution at payworks to help mobile

payment providers to realize their projects and enable them to enter the market with innovative and reliable

solutions without the need of high investments. This way we are paving the way for even greater and richer

features being built on top of that.

At payworks, we strongly believe in an open and transparent approach, whether this is providing developers

with access to our infrastructure or sharing our knowledge and ideas with the mobile payment community.

That’s why we created payworks.insights. Through payworks.insights we want to share the knowledge and

information we gain through our daily work in one of the most exciting markets we can imagine. We hope that

payworks.insights provides valuable information to you, causes you to think about the payment market,

initiates discussions or even creates new ideas.

In this first issue, we share some of the findings from our analysis of card payments at the Point of Sale in the

EU-27 countries. In our study we combined past and current data from various sources in order to better

understand current and future consumer behavior at the Point of Sale in Europe. We found that on average

each individual is doing a growing number of transactions with payment cards. At the same time, the cards are

used to pay for smaller amounts. Even though this trend seems to be prevalent throughout Europe, there are

still considerable differences between the various countries. The numbers you find on the next pages provided

us with a better understanding of the current market environment – hopefully it also provides some new

insights for you.

We hope you enjoy payworks.insights! We very much look forward to receiving your feedback or suggestions.

Feel free to contact us at [email protected], send us a letter, give us a call or just drop by our

office whenever you make it to Munich.

Best regards,

Christian Deger

Managing Director, payworks

http://www.payworksmobile.com/

mailto:[email protected]?subject=payworks.insights feedback





Contents

Clarification 4

Country Profiles

Austria 5

Belgium 6

Bulgaria 7

Cyprus 8

Czech Republic 9

Denmark 10

Estonia 11

Finland 12

France 13

Germany 14

Greece 15

Hungary 16

Ireland 17

Italy 18

Latvia 19

Lithuania 20

Luxembourg 21

Malta 22

The Netherlands 23

Poland 24

Portugal 25

Romania 26

Slovakia 27

Slovenia 28

Spain 29

Sweden 30

United Kingdom 31

European Union 27 32

At a glance

Country comparison 33

Imprint 35




Clarification

Data & Sources

The numbers on the following pages refer to the year 2011. Time series cover the time span from 2007 to

2011. Number of cards per person and number of card transactions per year are calculated based on the

respective population older than 14 years. All core data is retrieved from the following sources:

[1] CIA World Factbook –

[2] European Central Bank (ECB) –

[3] Organization for Economic Cooperation and Development (OECD) –

[4] The World Bank –

Symbol Key

5 transactions 4 euros 1 card

https://www.cia.gov/library/publications/the-world-factbook

http://sdw.ecb.europa.eu

http://www.oecd.org/statistics

http://econ.worldbank.org


https://www.cia.gov/library/publications/the-world-factbook

http://sdw.ecb.europa.eu/

http://www.oecd.org/statistics

http://econ.worldbank.org/

Population [m]

GDP [EUR, bn]

GDP per capita [EUR]

POS card transaction volume [EUR, bn]

Mobile phones [m]

Internet penetration [%]

Annual POS card transactions per person Number of transactions


Europe at the POS – Card transactions in the EU-27

Average ticket size of POS card transactions in EUR

5

cards per person

average ticket size

card transactions per person per year

Austria

8.4

300.7

35,710

16.5

13.0

73.0

1.62

50.21 EUR

45

Ø EU-27

Ø EU-27

Ø EU-27

49.70 50.20 49.32 50.09 50.21

2007 2008 2009 2010 2011

35 38 41 44 45

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






6

cards per person

average ticket size


Belgium

11.0

369.8

33,689

55.1

12.5

73.9

2.16

52.52 EUR

113

Ø EU-27

Ø EU-27

Ø EU-27

54.11 53.76 52.72 52.84 52.52

2007 2008 2009 2010 2011

90 96 102 107 113

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






7

cards per person

average ticket size


Bulgaria

7.5

38.5

5,159

1.1

10.6

45.5

1.24

45.68 EUR

4

Ø EU-27

Ø EU-27

Ø EU-27

96.25

84.14

66.22

50.00 45.68

2007 2008 2009 2010 2011

1 2 2 3 4

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






8

cards per person

average ticket size


Cyprus

0.8

17.8

20,605

0.2

1.0

50.3

1.91

73.45 EUR

41

Ø EU-27

Ø EU-27

Ø EU-27

74.56 77.69 74.80 72.94 73.45

2007 2008 2009 2010 2011

32 36 36 38 41

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






9

cards per person

average ticket size


Czech Republic

10.5

154.9

14,693

9.6

14.3

63.4

1.07

38.47 EUR

27

Ø EU-27

Ø EU-27

Ø EU-27

38.74 45.62

36.88 33.41 38.47

2007 2008 2009 2010 2011

14 16 20 23 27

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






10

cards per person

average ticket size


Denmark

5.6

239.2

42,957

41.4

6.9

85.3

1.64

43.93 EUR

205

Ø EU-27

Ø EU-27

Ø EU-27

50.19 46.70 44.26 45.13 43.93

2007 2008 2009 2010 2011

177 184 183 194

205

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






11

cards per person

average ticket size


Estonia

1.3

16.0

11,918

2.7

1.7

72.5

1.57

14.56 EUR

163

Ø EU-27

Ø EU-27

Ø EU-27

18.18 17.92 15.41 14.92 14.56

2007 2008 2009 2010 2011

111 125 129 138

163

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






12

cards per person

average ticket size


Finland

5.4

189.4

35,150

36.1

8.4

81.5

1.73

33.06 EUR

241

Ø EU-27

Ø EU-27

Ø EU-27

34.97

10.86

33.04 33.82 33.06

2007 2008 2009 2010 2011

206 222

200

231 241

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






13

cards per person

average ticket size


France

65.2

1,996.6

30,634

373.1

64.0

69.5

1.87

48.94 EUR

144

Ø EU-27

Ø EU-27

Ø EU-27

49.63 49.77 48.23 48.28 48.94

2007 2008 2009 2010 2011

115 122 128 136 144

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






14

cards per person

average ticket size


Germany

81.8

2,592.6

31,703

166.2

105.0

79.6

1.89

61.07 EUR

38

Ø EU-27

Ø EU-27

Ø EU-27

63.29 61.95 60.40 60.26 61.07

2007 2008 2009 2010 2011

28 31 32 35 38

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






15

cards per person

average ticket size


Greece

11.3

215.1

19,018

4.9

12.3

44.0

1.51

84.24 EUR

6

Ø EU-27

Ø EU-27

Ø EU-27

81.57 82.34 88.59 87.91 84.24

2007 2008 2009 2010 2011

7 7 7 6 6

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






16

cards per person

average ticket size


Hungary

10.0

100.5

10,077

10.3

12.0

61.9

1.05

45.05 EUR

27

Ø EU-27

Ø EU-27

Ø EU-27

69.78 63.05

47.48 46.51 45.05

2007 2009 2009 2010 2011

16 19 21 24 27

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






17

cards per person

average ticket size


Ireland

4.5

156.4

34,837

23.6

4.7

67.7

1.86

69.49 EUR

96

Ø EU-27

Ø EU-27

Ø EU-27

94.04 84.70

75.70 72.17 69.49

2007 2008 2009 2010 2011

72 86 87 90 96

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






18

cards per person

average ticket size


Italy

60.7

1,580.2

26,012

141.8

82.0

48.1

1.59

81.19 EUR

33

Ø EU-27

Ø EU-27

Ø EU-27

92.77

71.61 79.05

87.25 81.19

2007 2008 2009 2010 2011

16 17 28 27 33

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






19

cards per person

average ticket size


Latvia

2.1

20.1

9,759

1.5

2.3

73.2

1.31

15.47 EUR

54

Ø EU-27

Ø EU-27

Ø EU-27

20.11 19.61 15.47 15.01 15.47

2007 2008 2009 2010 2011

37 44 44 49 54

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






20

cards per person

average ticket size


Lithuania

3.2

30.7

9,529

1.5

4.9

61.0

1.40

15.35 EUR

36

Ø EU-27

Ø EU-27

Ø EU-27

17.89 18.69 15.67 15.09 15.35

2007 2008 2009 2010 2011

24 29 31 32 36

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






21

cards per person

average ticket size


Luxembourg

0.5

42.8

82,651

2.9

0.7

81.9

3.99

69.34 EUR

100

Ø EU-27

Ø EU-27

Ø EU-27

67.59 67.60 66.97 71.04 69.34

2007 2008 2009 2010 2011

91 96 99 98 100

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






22

cards per person

average ticket size


Malta

0.4

6.4

15,344

0.7

0.5

57.5

Ø EU-27

Ø EU-27

Ø EU-27

55.20 57.62 58.38 57.75

71.32

2007 2008 2009 2010 2011

20 23 24 27 29

2007 2008 2009 2010 2011

2.08

71.32 EUR

30


Population [m]

GDP [EUR, bn]



Mobile phones [m]






23

cards per person

average ticket size


The Netherlands

16.7

602.0

36,066

87.0

19.3

89.1

Ø EU-27

Ø EU-27

Ø EU-27

45.04 44.05 40.32 38.92 37.42

2007 2008 2009 2010 2011

120 132

145 159 168

2007 2008 2009 2010 2011

2.20

37.42 EUR

168


Population [m]

GDP [EUR, bn]



Mobile phones [m]






24

cards per person

average ticket size


Poland

38.2

370.0

9,691

23.8

46.0

58.8

Ø EU-27

Ø EU-27

Ø EU-27

30.11 32.06 24.42 25.52 23.91

2007 2008 2009 2010 2011

14 17 21 25 31

2007 2008 2009 2010 2011

0.98

23.91 EUR

31


Population [m]

GDP [EUR, bn]



Mobile phones [m]






25

cards per person

average ticket size


Portugal

10.7

170.9

16,048

54.9

15.2

48.5

Ø EU-27

Ø EU-27

Ø EU-27

37.51 38.80 39.49 45.43 44.72

2007 2008 2009 2010 2011

106 112 119 130 137

2007 2008 2009 2010 2011

2.25

44.72 EUR

137


Population [m]

GDP [EUR, bn]



Mobile phones [m]






26

cards per person

average ticket size


Romania

21.3

136.5

6,393

3.5

24.6

36.5

Ø EU-27

Ø EU-27

Ø EU-27

44.25 42.72 33.98 31.67 31.42

2007 2008 2009 2010 2011

2 3 4 5 6

2007 2008 2009 2010 2011

0.73

31.42 EUR

6


Population [m]

GDP [EUR, bn]



Mobile phones [m]






27

cards per person

average ticket size


Slovakia

5.4

69.1

12,692

3.5

5.9

74.7

Ø EU-27

Ø EU-27

Ø EU-27

9 11 14 18 22

2007 2008 2009 2010 2011

46.79 42.54

37.60 35.51 33.61

2007 2008 2009 2010 2011

1.16

33.61 EUR

22


Population [m]

GDP [EUR, bn]



Mobile phones [m]






28

cards per person

average ticket size


Slovenia

2.1

35.6

17,361

4.1

2.1

63.2

1.85

35.83 EUR

64

Ø EU-27

Ø EU-27

Ø EU-27

33.29 36.11 35.43 35.86 35.83

2007 2008 2009 2010 2011

57 59 60 62 64

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






29

cards per person

average ticket size


Spain

46.1

1,063.4

23,054

93.8

51.5

61.0

1.80

43.14 EUR

56

Ø EU-27

48.55 47.02 44.21 43.60 43.14

2007 2008 2009 2010 2011

48 51 51 54 56

2007 2008 2009 2010 2011

Ø EU-27

Ø EU-27


Population [m]

GDP [EUR, bn]



Mobile phones [m]






30

cards per person

average ticket size


Sweden

9.4

386.8

40,962

63.2

10.7

88.9

2.54

36.41 EUR

217

Ø EU-27

Ø EU-27

Ø EU-27

42.05 35.72

30.82 33.04 36.41

2007 2008 2009 2010 2011

145

178 195

210 217

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






31

cards per person

average ticket size


United Kingdom

62.7

1,746.7

27,843

546.1

80.8

82.0

3.18

57.88 EUR

182

Ø EU-27

Ø EU-27

Ø EU-27

75.08

64.81 56.38 59.20 57.88

2007 2008 2009 2010 2011

137 145 154 164 182

2007 2008 2009 2010 2011


Population [m]

GDP [EUR, bn]



Mobile phones [m]






32

cards per person

average ticket size


EU-27

502.9

12,648.6

25,151

1,770.8

613.0

66.9

1.86

52.04 EUR

82

Ø EU-27

Ø EU-27

Ø EU-27

59.35 54.60 51.98 53.00 52.04

2007 2008 2009 2010 2011

61 66 71 76 82

2007 2008 2009 2010 2011


Country Population

[m]

GDP

[EUR, bn]

GDP

per capita

[EUR]

POS

Transactions

[EUR, bn]

Mobile

phones

[m]

Internet

penetration

[%]

Cards

per person

Average

ticket size

[EUR]

Transactions

per person

EU-27 502.9 12,648.6 24,428 1,770.8 613.0 66.9 1.86 51.95 70

Austria 8.4 300.7 35,710 16.5 13.0 72.9 1.62 50.21 45

Belgium 11.0 369.8 33,689 55.1 12.5 73.9 2.16 52.52 113

Bulgaria 7.5 38.5 5,159 1.1 10.6 45.5 1.24 45.68 4

Cyprus 0.9 17.8 20,605 2.2 1.0 50.3 1.91 73.45 41

Czech Republic 10.5 154.9 14,693 9.6 14.3 63.4 1.07 38.47 27

Denmark 5.6 239.2 42,958 41.4 6.9 85.3 1.64 43.93 205

Estonia 1.3 16.0 11,918 2.7 1.7 72.5 1.57 14.56 163

Finland 5.4 189.4 35,150 36.1 8.4 81.5 1.73 33.06 241

France 65.2 1996.6 30,634 373.1 64.0 69.4 1.87 48.94 144

Germany 81.8 2592.6 31,703 166.2 105.0 79.6 1.98 61.07 38

Greece 11.3 215.1 19,018 4.9 12.3 44.0 1.51 84.24 6

Hungary 10.0 100.5 10,077 10.3 12.0 61.9 1.05 45.05 27

Ireland 4.5 156.4 34,837 23.6 4.7 67.7 1.86 69.49 96

Italy 60.7 1580.2 26,012 141.8 82.0 48.1 1.59 81.19 33

Latvia 2.1 20.1 9,759 1.5 2.3 73.2 1.31 15.47 54

Lithuania 3.2 30.7 9,529 1.5 4.9 61.0 1.40 15.35 36


At a glance



Country Population

[m]

GDP

[EUR, bn]

GDP

per capita

[EUR]

POS

Transactions

[EUR, bn]

Mobile

phones

[m]

Internet

penetration

[%]

Cards

per person

Average

ticket size

[EUR]

Transactions

per person

Luxembourg 0.5 42.8 82,651 2.9 0.7 81.9 3.99 69.34 100

Malta 0.4 6.4 15,344 0.7 0.5 57.4 2.08 71.32 29

The Netherlands 16.7 602.0 36,066 87.0 19.3 89.1 2.20 37.42 168

Poland 38.2 370.0 9,692 23.8 46.0 58.8 0.98 23.91 31

Portugal 10.7 170.9 16,048 54.9 15.2 48.5 2.25 44.72 137

Romania 21.3 136.5 6,394 3.5 24.6 36.5 0.73 31.42 6

Slovakia 5.4 69.1 12,692 3.5 5.9 74.7 1.16 33.61 22

Slovenia 2.1 35.6 17,361 4.1 2.1 63.2 1.85 35.83 64

Spain 46.1 1063.4 23,054 93.8 51.5 61.0 1.80 43.14 56

Sweden 9.4 386.8 40,962 63.2 10.7 88.9 2.54 36.41 217

United Kingdom 62.7 1746.7 27,843 546.1 80.8 82.0 3.18 57.88 182


0.73 Min. cards per person

3.99 Max. cards per person

14.56 Min. average ticket size

84.24 Max. average ticket size

4 Min. card transactions per person per year

241 Max. card transactions per person per year





Imprint

Publisher

payworks GmbH

Grillparzerstr. 14

81675 Munich

Germany

www.payworksmobile.com

Disclaimer

The information contained herein is general in nature and is not intended, and should not be interpreted as

professional advice or opinion provided. This document does not purport to be a complete statement of the

approaches or steps, which may vary according to individual facts necessary for a business to accomplish any

particular business goal. This document is provided for informational purposes only. It is meant solely to

provide helpful information to the reader - or at the least provide a good deal of entertainment and joy. It shall

not be regarded as recommendation of any particular approach and should not be relied upon to address or

solve any particular matter. The information herein is on an “as-if” basis. payworks GmbH disclaims any and

all warranties of any kind concerning any information provided in this report.


Population [m]

GDP [EUR, bn]



Mobile phones [m]






36

cards per person

average ticket size


payworks GmbH Grillparzerstr. 14 81675 München Fon: +49 89 416158 400 Fax: +49 89 416158 401 [email protected] www.payworksmobile.com


Europe at the point of sale payworks.insights

Economy & Finance

mobile payment technology

mobile payment community

mobile devices

mobile paymentsolutions

payment cards

payment infrastructure

mobile commerce space

themobile payment market