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.
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. Read the rest at eMarketer.