Mobile Payments Remain Rare This Holiday Season - eMarketer

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Mobile Payments Remain Rare This Holiday Season

Apple, Google offerings most popular

September 21, 2015

eMarketer estimates that 22.6 million people in the US will use a mobile device to pay for a transaction at the point of sale (POS) this year. That's up 41.7% over 2014, and eMarketer expects even faster growth next year. But it still only accounts for 12.7% of smartphone users.

Types of Mobile Payment Apps with Which US Smartphone Owners Plan to Make Purchases During the Holiday Season, Aug 2015 (% of respondents)

Smartphone owners surveyed in August 2015 by SessionM appeared more sanguine about mobile payments adoption—39% said they would use a mobile payment app to make a purchase during the holiday season this year. It’s possible that some respondents interpreted the question to include making a mobile payment for a mobile purchase, and the share that chose any given option among the true mobile payments services listed was low.

Google’s Android Pay app was the No. 1 response, at 8%, just 1 percentage point ahead of Apple Wallet. Those two options received 10% support each from male respondents, who were also more likely to report using Samsung Pay or the apps of specific retailers.

Gallup found in January 2015 that just 13% of US adult smartphone owners had a mobile wallet on their phone—and most of those had never or almost never used it.

Primary Reason that US Digital Wallet Non-Users Are Unlikely to Use a Digital Wallet, Jan 2015 (% of respondents)

Among the vast majority of smartphone owners without a mobile wallet, most said they were forgoing the apps because of security concerns. One in five said they did not know enough about digital wallets to make a decision, and 14% did not see the benefits.

Among the Gallup respondents who did use digital wallets, Google’s was most popular, at 35%, followed by Apple Pay (24%) and PayPal (22%).


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