Study: People Try Apple Pay Once, Don’t Go Back

Image courtesy of (Colin)

The prospect of using our phones in place of wallets is exciting to absent-minded people everywhere, but how well is adoption of mobile payments going in the real world? A recent survey looking at adoption of Apple Pay a few months out from its introduction shows that consumers are enthused about it, but are having trouble finding retailers where they can use the service.

Near field communication chips and mobile payments are nothing new, but they were new to Apple’s lineup of smartphones. but making Apple Pay part of the iPhone 6 meant that the capability rolled out to millions of people all at once. According to a survey by Phoenix Marketing International, about two-thirds of people who own the new iPhones at least signed up for Apple Pay and added a credit card to their accounts, but the problem has been on retailers’ end.

88% of survey participants who set up Apple Pay went out into the world and tried to use it, Phoenix reports, but almost half of those users (47%) say that they tried to use the service in a store that advertised Apple Pay capability but didn’t actually have it. About two-thirds of people who tried to use Apple Pay out in the wild reported problems actually using it at checkout. The process was slow, the cashier didn’t know what they were doing, or they couldn’t resolve problems: they experienced a variety of issues with the service, and didn’t use it again.

Apple Pay Performance: The First Four Months [Phoenix Marketing International]

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