Awareness of contactless mobile payments more than doubles in just 12 months

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Awareness of contactless mobile payment points and symbols amongst consumers has more than doubled from 15% to 39% in just twelve months according to the latest Mobile Payment Index results from eDigitalResearch.

The report shows that, whether a user of contactless payments or not, awareness surrounding the technology is on the rise. As more and more brands and businesses, as well as handset manufacturers, begin to invest in the technology, it is not surprising that awareness amongst consumers is starting to grow.

The use of contactless mobile payments from those that have the technology enabled on their mobile device is also on the increase. Over half (53%) have now used their mobile to make a contactless payment purchase, compared to 47% this time last year.

Spending via mobile NFC technology has also grown considerably in the past twelve months. In May 2012, results indicated that contactless mobile payment users were, on average, spending £6.76 per transaction. However, this figure has now rocketed to £26.84 as confidence in technology steadily grows.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “When we first launched our Mobile Payment Index one year ago, we saw that awareness, adoption and spending rates were relatively low amongst consumers. As a result, eDigitalResearch concluded that retailers and providers needed to come together to increase consumer knowledge surrounding the technology. These latest results show that they have gone some way in achieving this, but now need to turn their attention to tackling issues of security and trust, especially as these are still some of the biggest perceived limitations of the technology, if they are to make the most of this upsurge in consumer awareness.

2012 wasn’t quite the year of the contactless mobile payment revolution that many predicted. But with big brands with large market shares, such as Samsung, Starbucks and KFC all investing in the technology, it is likely the that time will soon come that in certain situations and environments, such as cafes and fast food outlets, consumers will expect retailers to offer them the ability to make a swift contactless payment via their smartphone”.

Tracking the uptake of the contactless mobile payment market, the Mobile Payment Index also found that 82% of previous contactless mobile payment users said that they would use the technology again in the next 6 months, suggesting that repeat use is high. Similarly, of those that haven’t yet tried using their mobile to make a contactless payment, over half (52%) said that they intend to within the near future, signalling a potential surge in uptake by consumers in the coming months.

To download the full Mobile Payment Index results please complete the short registration survey:

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Lisa Bonczyk
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