Do People Actually Use Apple Passbook? - eMarketer

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Do People Actually Use Apple Passbook?

Mobile device users most likely to use Passbook for coupons

October 14, 2014

Apple Passbook lets users store passes such as event tickets, retail coupons, store cards and boarding passes on their Apple devices simply by scanning a barcode. But how many consumers are using this? Q2 2014 research by Flagship Research for BlueHornet found that nearly one-quarter (24.5%) of US mobile device users had used Passbook in the six months leading up to polling. Of course, not all respondents even owned Apple devices: 48.1% of smartphone users had an iPhone, while 56.1% of those with tablets owned an iPad.

US Mobile Device Users Who Have Used Apple's Passbook, by Age, Q2 2014 (% of respondents in each group)

Those in the 25-to-34 age bracket were the most likely to have used Apple Passbook; 37.7% of that group had done so. Adults 35 to 45 landed in second at 30.1%. Meanwhile, younger millennials, often early adopters, sat in second-to-last place at 15.6%, leading only the oldest age group, 56- to 65-year-olds.

Ways in Which US Mobile Device Users Have Used Apple Passbook, Q2 2014 (% of respondents)

Respondents were most likely to use Apple Passbook for mobile coupons. BlueHornet noted that, despite coupons’ dominance, other use cases had potential. Airline boarding passes and payment information came in second and third, respectively, with percentages for each at around 45%. Nearly 36% had used Passbook for movie tickets.

June 2014 polling by Thrive Analytics found that 17% of US adult smartphone users had used Apple’s Passbook, compared with 79% who said the same about PayPal and 40% for Google Wallet. Despite lower usage, those who did turn to Passbook used it more often on a weekly basis, at 60% of users, compared with 49% of Google Wallet users and 40% of PayPal users.

Typical Spend per Transaction When Using Digital Wallets According to US Digital Wallet Users, by Service, June 2014 (% of respondents)

However, Apple Passbook users had the lowest transaction amounts. Nearly 40% of smartphone users who had ever used Passbook typically spent less than $10 on a transaction, compared with 22% for PayPal and 17% for Google Wallet. And while just over one-fifth of those who turned to Apple Passbook did spend more than $30, this trailed the percentage who typically spent that when using Google Wallet for a transaction by 13 percentage points.

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