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digital money
Apple Pay RepoRt
Consumer awareness is high, but usage remains modest.
Viewpoint
Despite Apple Pay’s high-profile launch and much attention from the payments industry, recent First Annapolis primary consumer re- search suggests that only one in five iPhone 6 users has actually
made a purchase with Apple Pay. This finding—based on a survey of 1,434 smartphone users we conducted in the first half of 2015—suggests that, while there is much energy and excitement surrounding mobile payments, actual consumer adoption and usage still has a long way to go.
apple pay usage
Awareness of Apple Pay is quite high: Three-quarters of the general survey sample indicated that they’ve heard of Apple Pay, and awareness jumps to almost 90 percent among consumers that have an iPhone 6. Of the nearly 400 survey respondents with an iPhone 6 (and therefore have the ability to use Apple Pay), only 22 percent report having used Apple Pay at least once. Among those that have tried Apple Pay at least once, just 18 percent say they use it regularly or frequently (i.e., more than once per month).
(N=398)
Tried 17% Once
13%
Use Sometimes 35%
1%
Regular Haven’t Used It Use
78%
Use Rarely 34%
Frequent Use
source: First Annapolis, 2015
Have Used It 22%
By Hugh Gallagher, First Annapolis
In Viewpoints, prepaid and emerging payment professionals share their perspectives on the industry. Paybefore endeavors to present many points of view to offer readers new insights and information. The opinions expressed in Viewpoints are not necessarily those
of Paybefore.