iDEAL is the Netherlands' favourite financial brand

Amsterdam. January 18 2010. The iDEAL payment method also performed well in 2009. The number of iDEAL transactions not only increased substantially, but consumer appreciation for this means of payment continues to grow. More and more webstores are offering iDEAL as a payment method.
The number of iDEAL transactions in 2009 rose sharply by 63% to more than 45 million (in 2008, this was almost 28 million). Overall sales with iDEAL last year totalled almost € 3.4 billion. This represents an increase of 62% in relation to 2008, during which € 2.1 billion in sales was achieved. The value of an average iDEAL payment in 2009 was € 74.69. These figures mean that iDEAL continues to be the most widely used online payment method since its introduction (see diagram 1).

Online shoppers continue to appreciate the iDEAL payment product. No less than 44% of online shoppers prefer iDEAL to any other means of payment (see diagram 2). Online consumers appreciate the convenience in particular as they do not need to go to the store. This appreciation was also demonstrated in the "Top 100 Indispensable Brands of 2009” survey, which was compiled by the EURIB*. This survey reveals that among all financial brands, iDEAL is the one that Dutch consumers would miss the most.

iDEAL is now accepted by 88% of major webstores**. This makes it the most widely accepted online payment method (see diagram 3). Available payment options – besides price and available selection of goods or services – is one of the key factors in the choice of a webstore. Indeed, 43% of online buyers even indicate that they do not make a purchase if they cannot pay using (one of) the favourite means of payment.

As of September 2009, customers of Friesland Bank have been able to use iDEAL for their online purchases. ASN Bank and SNS Regio Bank followed suit in October. With the affiliation of these three banks, the number of consumers who can pay with iDEAL is now more than 12.5 million. Two additional banks are expected to implement iDEAL in 2010.

* The European Institute for Brand Management.
** Survey on payment options for webstores in 2009; Boom Marktverkenningen.
This survey examined 862 webstores comprising (prospective) members of Thuiswinkel.org together with several major players.

For more information about iDEAL: www.ideal.nl