In the ongoing effort to gain consumers’ attention, one effective media channel that’s often overlooked is the mobile wallet. eMarketer estimates that 55.0 million US mobile phone users will make a proximity mobile payment—one that’s completed on a mobile device at the point of sale—by the end of this year.
Starbucks will remain the most popular proximity mobile payment app, staying ahead of Apple Pay and other competitors. This year, 23.4 million people ages 14 and over will use the Starbucks app to make a point-of-sale purchase at least once every six months.
This infographic illustrates the mCommerce market, from rising regions, to average order value, to mobile coupon use and payments.
Those respondents who hadn’t used Apple Pay were potentially open to it—29% said the main thing holding them back was lack of support from their bank.
Mobile payments are slow to catch on among the general population, but early adopters of the Apple Watch are also rapidly adopting Apple Pay, research suggests.
Some 91% of US adult smartphone owners have heard of a mobile payment service such as PayPal, Google Wallet and Apple Pay.
Nearly three-quarters of consumers said using Apple Pay was easier than checking out with a debit or credit card.