最有看点的互联网金融门户

最有看点的互联网金融门户
国际资讯基于互联网平台的金融业务

Visa:物联网支付时代已经到来,八成消费者表示愿意使用

得益于物联网的迅速发展,未来我们的生活可能会变成这样:

比如智能汽车会在自己燃油快耗尽之前就督促司机驶向最近的加油站。车一进站加油泵就准备好了,加满油后司机径行开走。

再比如,垃圾桶上装有一个装置,这个装置可以读取正在被扔垃圾的条形码。只要一被扔到垃圾桶里,该物品就会自动加入到消费者的代购清单上。

又或者是,一个消费者走入一家商店买东西,一边看商品一边将要买的东西放入自己包里,然后无需结账就可以直接离开。

Visa和PYMNTS.com合作进行的最新关于“物联网与支付体验”的调查报告显示,有66%的消费者愿意使用这种全新的支付方式,并希望借此加速在线或实体店铺购物的付款速度。共有2584名消费者参与了本次调查,被调查者均住在美国,截止2017年5月他们每人至少拥有一部智能手机。

这些消费者需回答一系列的问题,比如他们现在如何使用互联设备进行支付以及他们希望在将来能够如何使用。本次研究提及的互联设备包括智能手机、电脑、平板、游戏机、智能电视、运动追踪器、智能/运动手表、声控设备、智能汽车、可穿戴设备和智能家用电器。

他们还需记录下7天时间里他们购买的物品清单,如果使用互联设备购买,以及使用了何种设备。他们同时还需记一天的日记,让研究者在了解他们使用互联设备购买东西的兴趣的同时了解他们的日常活动,比如打扫屋子、通勤或照顾孩子。

报告在对所收集到的600万个数据点进行详细分析后得到了一些有趣的发现:

1. 如今的普通消费者已经处于高度互联状态。

一个消费者通常拥有至少四个互联设备,75%的消费者拥有除智能手机、电脑或笔记本电脑之外的其他互联设备。拥有智能手表和拥有互联声控设备的消费者数量相差不多,分别为15%和14%,但智能手表推出时间至少是声控设备的两倍。

2. 互联消费者并不具备典型的人口特征(如年龄、收入或教育水平),而是更多受到其生活方式和其他各种社会经济因素的影响。

在对这些消费者进行剖析并分析了他们所拥有的设备后,我们惊讶地发现互联的消费者相似点尤为多。虽然他们拥有和使用的设备不同,但这完全不影响他们的收入、年龄或家庭组成。只看人口特征,互联的消费者年收入、年龄和家庭组成大小都基本相同。

他们有所区别的是生活方式。

  • 互联居家消费者(占样本24%):主要拥有在家里使用的设备,如游戏机、声控播放器和智能恒温器。
  • 互联个人消费者(占样本28%):拥有的设备更加随个人而动,如运动追踪器和智能/体育手表。
  • 超级互联消费者(占样本23%):许多互联设备刚推出,他们就会购买。拥有六个及以上设备,包括互联居家和个人设备和一系列智能家用电器、汽车和可穿戴设备。
  • 主流移动消费者(占样本21%):扔停留在智能手机、电脑和平板。

样本中只有4%的消费者只拥有一台智能手机。

3.  互联的消费者认为现在的购物体验繁琐、低效、耗时,希望能够有更好的体验。

这些互联的消费者另一共同点就是他们对于如今购物体验的不满。他们认为,时间才是真正的稀缺品,有大约60%的受访消费者用了低效、耗时甚至是无聊来形容目前的购物体验,而在哪里购物——线上还是线下并不影响。

7天时间里,近80%的消费者在实体店消费过,买了通常所期待的那些东西:食物、衣服、汽油。但这也在快速地发生变化。近50%的消费者在7天时间里同样也在网上买过东西,物品涵盖我们调查的19个商品目录中的11个,包括传统意义上由实体购物主导的商品:家居装潢、家居用品、电子设备还有日常用品和汽油。

受访消费者还说,他们希望未来的购物体验能够更加有所不同,不一定要有趣,但是一定要高效。而有83%的受访者表示,他们使用过一个互联设备来获得这样的体验,比如进商店拿完东西可直接离开并付款,无需停下来在收银台前结账。

44%的受访者表示,在购买那些还是基本需要在实体点购买的物品(比如食物、衣服和汽油)时,他们非常希望能够有这种顺畅的“自动”付款体验。但虽然这些无缝体验很有吸引力,它们也不能影响消费者控制的能力。除了超级互联消费者,其他群体都表示他们还无法接受家用电器包括汽车自动下单自动为保养、家居用品或补货付钱。

同时让我们注意到的是,消费者十分想在日常活动中比如吃早饭、烧晚饭、照顾孩子时购买东西。大于66%的受访者认为互联设备今后能帮他们多任务处理。

4.  在使用互联设备购买东西时,消费者希望能够控制他们的信息是如何被保管和使用的。

本次调查显示,个人隐私和信息安全仍然是阻碍部分消费者使用互联设备进行购物的主要因素,有大约7成的受访者都对此表示出了担忧。

而数据透明度同样也是一大问题。无缝自动购物中的“自动”能够大幅提升效率,但不应影响消费者知道自己因什么而有支出或核准该笔支出的能力。70%的受访者说在互联购买时不能核准支出令他们担心。

消费者对于使用新的支付方式需要学习适应这一过程几乎不在乎。各个设备以及其支持软件在大部分使用中都十分简易且符合常识。因为只有36%的受访者说学习如何使用互联设备购买东西是他们的一大担心。

5.  消费者希望他们的银行或银行卡网络能够助力他们的互联设备支付体验。

让消费者接受这些新的支付方式,信任无疑是关键一环。因此我们询问他们相信谁来代表他们。我们给了近20个选择,包括银行、电信运营商、银行卡网络、以及他们所使用的软件、应用和社媒背后的科技巨头。

77%偏向于他们的金融机构\银行卡网络来支持他们使用新的支付方式(超级互联消费者中比例为80%)。不到30%相信科技公司(谷歌26%、苹果23%、微软10%)。在支付方面只有15%相信他们最喜欢的零售商,但当那个零售商是亚马逊时情况就不一样了(48%相信亚马逊),可能是因为如今他们中太多人在亚马逊上购物了。

有趣的是,只有8%相信Facebook来支持新支付体验,即使他们在Facebook上花的时间比其他网上平台都多。

6.  消费者不知道他们现在所使用的设备如何能他们提供他们想要的无缝支付天堂级体验。

数据显示,所有受访的互联消费者都想让买东西的支付流程更加方便。其中66%的消费者认为,互联支付尤其可以帮助他们解决日常购物这个支付环节的便利度,其中包括购买食物、衣服、家装家居、家庭修理服务等等。

但他们不知道哪个设备能够带来那样的体验。

只有38%的受访者认为智能手机可以,更少一部分人认为现在的声控设备、运动追踪器和汽车可以为他们实现无缝支付。

他们的回答中暗含的一点就是,有一个东西是可以的,只是还不存在。当那个东西出现的时候,他们将很乐意尝试。

也许那个东西是改进现有设备来为消费者带来他们最想要的使用案例,也许是还没有开发出来的东西。试问,三年前用一个声控播放器点披萨有人听说过吗?

消费者希望改变他们购买和支付的方式,这一点是毋庸置疑的。所以说,物联网技术的快速发展或许将为创新者和消费者带来更多的机遇和更好的体验。

Picture a car that’s smart enough to know it’s running low on gas and prompts the driver to stop at the nearest gas station. There, a pump is activated as the car approaches. After the fill-up, the driver simply pulls away.

Or a device that’s affixed to the side of a trash can that can read the barcode of the item that’s being thrown away. Once deposited in the bin, that item is automatically added to the consumer’s shopping list for purchase.

How about a consumer who walks into a store to buy a few items that she puts into her bag as she cruises the aisles? When finished, she leaves the store without stopping first to check out.

These are three of the many connected payments experiences that 66 percent of consumers would welcome in exchange for eliminating the many frictions they say make shopping anywhere — online and in a physical store — unproductive, time-consuming and inefficient.

These are just a few of the insights uncovered in a first-of-its-kind research study to understand the U.S. consumer’s appetite to use connected devices to change the way they buy and pay for things.

This research study, a collaborative effort between Visa and PYMNTS.com, surveyed 2,584 consumers, all of whom live in the U.S. and all of whom owned at least a smartphone in May 2017. Consumers were asked a series of questions about how they use connected devices to pay today and how they might like to use them in the future. Connected devices, for the purposes of this study, included smartphones, computers and tablets, video game consoles, smart TVs, activity trackers and smart/sports watches, voice-activated devices, smart cars, wearables, and smart appliances.

Consumers were also asked to keep a diary of the things they purchased over a seven-day period and what connected devices, if any, they used to make them. They also kept a one-day diary so that we could better understand their interest in using connected devices to buy things while also going about their day-to-day activities — cleaning the house, commuting and taking care of the kids, for example.

What we discovered after sifting through the 6 million data points that we collected was nothing short of fascinating.

1. The average consumer today is pretty well connected.

The typical consumer owns four connected devices, and 75 percent of all consumers own something other than a smartphone, computer or laptop. Nearly as many connected consumers own a voice-activated device, an Amazon Echo speaker or a Google Home Assistant (14 percent) as own a smart watch (15 percent), even though smart watches have been in the market nearly twice as long.

2.  Connected consumers aren’t defined by the typical demographics — age, income or even education — but by their lifestyle and a variety of other socioeconomic factors.

After looking at the profiles of all these consumers and the devices they own, we were very surprised to learn that connected consumers are far more alike than different. The differences in the devices they own and use aren’t a matter of how much they make, how old they are or how big their households are. When looking at demographics alone, connected consumers earn roughly the same annual income, are roughly the same age, and live in households that are essentially the same size.

What makes them different is how they live their lives.

  • Connected Home consumers (24 percent of our sample) own devices used mostly at home, such as video consoles, voice-activated speakers and smart thermostats.
  • Connected Me consumers (28 percent of our sample) own devices that are more person-centric and follow the person wherever she goes, such as activity trackers and smart/sports watches.
  • The Super Connected consumers (23 percent of our sample) appear to be the early adopters of most any connected device and own six or more of them, including many of the things that their Connected Home and Connected Me counterparts own, plus an array of smart appliances, cars and wearables.
  • Mainstream Mobile consumers (21 percent of our sample) haven’t yet moved beyond a smartphone, computer or tablet.

Only 4 percent of our sample owned only a Smartphone.

3.  Connected consumers find the current shopping experience tedious and describe it as inefficient, time-consuming and unproductive — and want it to be better.

What also unites these connected consumers is their disdain for the shopping experience. Today’s time-starved consumers told us that shopping is anything but relaxing, fun and productive. More than 60 percent, in fact, describe it as unproductive, inefficient, time-consuming and even boring. And that’s irrespective of where they shop — online or at a physical store.

And connected consumers do both.

Over a seven-day period, nearly 80 percent made a purchase in a physical store — and for the things that you’d most logically expect: food, clothing, gasoline. But that’s changing — and quickly.

Roughly 50 percent of our connected consumers also purchased something online over that seven-day period. Additionally, consumers made at least one purchase in 11 of the 19 merchant categories we surveyed, including many segments traditionally dominated by in-store purchases: household furnishings, home supplies, electronics — and yes, even groceries and gasoline.

What consumers also told us is that they want a shopping experience that is different, maybe not necessarily more fun, but more efficient and less time-consuming — one that offers a fluid, seamless buying and paying experience.

So much so that 83 percent of consumers told us that they’d use a connected device to enable such an experience. For them, payments nirvana is something that I’ve often referred to as “the Grandma experience,” where they can leave a store and pay for something without having to physically stop and pay for it.

In other words, no wasting time twiddling their thumbs standing in checkout lines.

A full 44 percent said that they’d welcome the chance, specifically, to experience that seamless “autopay” moment for the things that they still tend to mostly buy in a physical store — that is, food, clothing and gasoline. But as appealing as these seamless experiences are to consumers, the experience shouldn’t interfere with the consumer’s ability to control when it happens. All but the Super Connected said they’re not ready to have appliances, including their car, auto order and auto pay for maintenance, supplies, or refills.

What we also found fascinating was the interest level consumers have in using connected devices to buy and pay for things while going about their day-to-day tasks — buying things while eating breakfast, cooking dinner, cleaning or taking care of the kids. More than 66 percent see the potential for connected devices to help them multitask — the connected commerce way.

4.  Consumers want control over how their data are used and secured when using connected devices to pay for things.

It’s no surprise that when we asked consumers what would stop them from embracing new ways to pay using connected devices, data privacy and security topped the list. A full 76 percent of consumers expressed concerns over the privacy of their data, and nearly as many, 71 percent, expressed concerns over data security.

What we found fascinating is the degree to which concerns over data transparency, the third priority for consumers, rounded out the top three list.

The “auto” part of seamless is viewed as a huge efficiency and productivity boost, but not at the expense of not knowing or being able to verify that what consumers have been charged is correct. Some 70 percent expressed concerns over not being able to validate charges incurred over the course of those connected buying experiences.

Equally fascinating was how little concern consumers have over the learning curve associated with these new ways to pay. Devices and the software that powers them have made using most of these devices intuitive and easy. As a result, only 36 percent of consumers expressed concerns over having to climb a steep learning curve to understand how to use these devices to pay for things.

5.  Consumers want their bank or bankcard network to power their connected device payments experience.

Trust is obviously a critical element of getting consumers on board with these new ways to pay. So, we asked consumers who they’d trust to enable them on their behalf. We gave them nearly 20 choices to select from — including their bank, telco provider, card network, to the tech giants that power their programs, apps and social networks.

Seventy-seven percent said that they want their financial institution/bankcard network to enable these new ways to pay (and the numbers were even higher —80 percent — for the Super Connected). Fewer than 30 percent of connected consumers trust the large technology enablers to provide them (Google at 26 percent, Apple at 23 percent and Microsoft at 10 percent).

Only 15 percent said they would trust their favorite retailer when it comes to payments, unless that favorite retailer is Amazon — nearly half of consumers (48 percent) said they’d trust the eCommerce giant, in part because so many of them shop there today.

Interestingly, only 8 percent of connected consumers say they would trust Facebook, which most consumers spend more time on than any other online venue, to enable such a solution.

6.  Consumers don’t yet see how the devices they use today can help them achieve the seamless payments nirvana that they want.

What was clear to us as we examined the data is that there’s a strong appetite — across all connected consumer groups — to make the process of paying for the things that consumers want to buy better.

Sixty-six percent of consumers feel strongly that connected devices can help in areas where they feel the most friction: buying the basics. New ways to pay for food, clothing and the things they use to furnish their homes — home furnishings and supplies — and maintain it — household repairs — pop to the top of their new-ways-to-pay wish list.

What’s not as obvious for them right now is which connected devices can deliver that experience.

Only 38 percent of connected consumers think that the smartphone can, and fewer still view existing voice-activated devices, activity trackers and cars as capable of making a seamless payment experience their reality.

What’s implicit, though, in their responses is their belief that there’s something else out there that can —– and when it arrives, they seem willing to give it a try.

Maybe those are the devices that exist today that need to be further refined and enabled for the use cases that consumers would find most valuable. Then again, maybe they’re new devices yet to be developed. Let’s face it, the idea of using a voice-activated speaker to order pizza was unheard of just three years ago.

What seems clear is that consumers have the appetite for changing the way they buy and pay for things. They want a world in which paying for something is devoid of friction — and seamless. But not just seamless in the sense of how the payment experience happens, but in how a payment experience seamlessly becomes part of their everyday lives.

Now, it’s up to the innovators to seize the opportunity and show them how.


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