- Consistent Acceptance by Retailers And Consumer Education Required to Increase Adoption
BOSTON, June 9, 2015 /PRNewswire/ -- Early adopters view retail mobile payments as a quicker, more convenient, and "cool" approach to paying over traditional forms. However, concerns over security, continued fragmentation, lack of consistent acceptance by retailers, and uneducated retail staff are hindering advancements and its increased adoption. A recent study by Strategy Analytics (www.strategyanalytics.com) has found that consumers are more likely to trust, setup, and engage in a mobile payment app that comes preinstalled on their phone and can provide information as to which locations accept mobile payments.
A new report from the Media and Services UX group at Strategy Analytics investigated the motivations to use, barriers to adoption and preferences, of mobile payments. The biggest barriers to adoption for these, aside from security, will continue to be the fragmentation of various mobile payment apps and technologies utilized within different retailers. However, with the emergence of Apple Pay using NFC, Google Wallet's recent acquisition of Softcard, and Samsung's recent acquisition of Loop Pay, the mobile payment ecosystem is becoming less fragmented and more aligned. Furthermore, Samsung's offering could actually work to resolve the issue of acceptance, as consumers should be able to pay at all self-swipe credit card pay terminals, thus removing the need to seek NFC-only terminals.
Christopher Dodge, report author and Associate Director commented, "Mobile payments are the wave of the future for greater convenience. More retailers need to look at accepting mobile payment solutions from large players such as Apple, Google, and Samsung – brands consumers know and are more likely to have pre-existing associations of trust with. However, it needs to go beyond simply accepting mobile payments. Retailers need to effectively promote their acceptance of advanced mobile payment solutions and thoroughly educate staff on how to assist the consumer. This will help to create further consumer awareness, and also lead to greater repeat visits by consumers excited to use their phone to pay for their items."
Kevin Nolan, VP, User Experience Innovation Practice, added, "Mobile payment introduces a 'wow-factor' that in this early market, provides differentiation for retailers. Consumers need more education in learning about the securities involved with mobile payments, in addition to the convenience of using it. Providing incentives and discounts for consumers to download and use their phone as a payment solution can help to drive early adoption."
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com
About Media & Services UX
The Media & Services UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP's research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.
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SOURCE Strategy Analytics, Inc.