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France's Digital Buyers Slow to Use Mobile Payments

Many consumers aren’t ready to “tap and pay”

September 7, 2016 | Retail & Ecommerce

Mobile shopping and buying are spreading fast in France, but mobile payment solutions are less popular, according to the latest CCM Benchmark report on digital commerce, “L’e¬commerce en France: Les nouveaux parcours d’achat.”

Digital Buyers in France Who Are Interested in vs. Have Used Contactless Mobile Payments, June 2016 (% of respondents)

When researchers surveyed 1,000 adult digital buyers in France in June 2016, they found that 65% were already using their phones in stores to assess products and ensure they got the best deals. More than one-third (37%) said they used a phone to take photos of products. One-quarter (26%) looked for product information and 24% used their phone to compare prices at other stores.

Travel was the leading mobile purchase category; 40% of those surveyed had bought travel products and services with their smartphones. But several other types of purchases also stood out—presumably because of their familiarity to smartphone buyers, and the ease of purchase thanks to user-friendly apps and mobile sites. For example, 34% of respondents had bought clothing or accessories via mobile. One in three digital buyers had purchased cultural items such as books and DVDs with their phones, and 23% had bought consumer electronics.

Product Categories Purchased via Smartphone Among Digital Buyers in France, June 2016 (% of respondents)

New forms of mobile payment—such as the contactless “tap and pay” solutions enabled by Android Pay or Apple Pay—are taking off slowly, though. The vast majority of mobile purchases in France are still made with tried-and-tested methods including entry of credit card details at trusted sites, or via retailer apps.

CCM Benchmark found that just 7% of digital buyers had used their smartphone to tap and pay in a store. Some 27% said they were ready to do so—but more than half (56%) said they weren't prepared to pay this way with their mobile.

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