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安全因素是移动钱包之殇

绝大多数美国消费者都把数字钱包当做现金支付的替代选择,但是Thrive Analytics最近的一项研究指出,因为安全因素,数字钱包的使用率仍少于三分之一。Thrive是一家专注于本地化研究、数字营销研究和消费者参与策略研究的咨询公司。

《2014年数字钱包使用情况研究》(以下简称《研究》)显示,尽管近80%的消费者听过电子钱包——包括PayPal, 谷歌钱包,苹果存折在内的主流平台,但是安全问题仍然是主要的障碍,其次是和信用卡/现金相比缺乏可用性(37%),购物时不被首先考虑的付款方式(32%)。Thrive Analytics的《研究》结果来源于2014年6月的一份网上调查,美国超过2000名智能手机、平板电脑和台式电脑用户参与了调查。

“绝大多数消费者都知道数字钱包的存在,但是只有少数人真正使用过,即便现在只有少数消费者会随身带现金,”Thrive Analytics的执行合伙人Jason Peaslee曾在一份报告中说,“这种矛盾表现为数字钱包供应商和零售商有很多机会向消费者灌输数字钱包带来的独一无二的购物体验。提高消费者和市场整体使用率的关键是理解和实施以人数取胜的使用配置和购买模式。”

人口因素

调查的主要发现表明消费者现在随身只带很少的现金,尤其是忙碌的女性群体,50%左右的消费者通常携带的现金不足20美元。受访者中完全不带现金的人里,四分之三在40岁以下。其次,即便男性随身携带的现金比女性多,但是60%左右的数字钱包用户为男性。女性(18-29岁)倾向于使用商家提供的数字钱包应用程序,例如比起男性而言,女性使用塔吉特百货、梅西百货、家得宝的应用程序更多地是寻找折扣/优惠信息(72%)和平价商店(56%)。而根据报告,男性使用商家提供的应用更多是浏览信息以及从事一些实质性的工作,比如支付账单,查阅零售商的产品和联系信息。

设备用途以及供应商平台

其他的研究结果显示,大多数的数字钱包交易都在移动设备上完成(60%),四分之三的少于10美元的交易是每周通过移动电话完成的。使用数字钱包购买的典型产品包括咖啡/饮料、零售商品、游戏、书以及杂货。

使用率最高的数字钱包有PayPal(79%)、谷歌钱包(40%)和苹果存折(17%),其中谷歌钱包在30美元以上的大手交易中独占鳌头(35%)。此外,70%的数字钱包用户每月至少使用一个或多个数字钱包,比起不经常使用数字钱包的用户(1),每天都使用数字钱包的用户趋向于使用多种类型的数字钱包(3)。

Peaslee补充道:“零售商需要通过领先的数字钱包增加付款验收选择,以便在投资各类安全移动支付时,把握所有可能的交易并向客户展示他们的承诺。”

The majority of U.S. consumers recognize digital wallets as an alternative to cash-based transactions, but use remains at less than one-third thanks to security concerns, according to a new study from Thrive Analytics. Thrive is a local search and digital marketing research and customer engagement strategy consulting firm.

The 2014 Digital Wallet Usage Study revealed that despite nearly 80 percent of consumers being aware of digital wallets—including major players like PayPal, Google Wallet, Apple Passbook—security concerns remain the main barrier to adoption, followed by lack of usability versus credit cards/cash (37 percent) and not being top of mind as a form of payment at the time of purchase (32 percent). Results of the 2014 Digital Wallet Usage Study were compiled by Thrive Analytics from an online survey of more than 2,000 U.S. smartphone, tablet and desktop users in June 2014.

"An overwhelming majority of consumers acknowledge the presence of digital wallets, however a minority have actually used them despite fewer shoppers carrying cash today," Jason Peaslee, managing partner of Thrive Analytics, said in a statement. "This paradox presents a vast opportunity for both digital wallet providers and retailers to educate consumers on the unique benefits of the digital wallet shopping experience. The key to increasing consumer and overall market adoption is understanding and operationalizing critical demographic usage profiles and purchase patterns."

Demographics Matter

Key findings from the survey indicate consumers are carrying less cash today, especially on-the-go females, with 50 percent of all consumers carrying less than $20 on a regular basis, according to the press release. Of the survey respondents who carry no cash at all, three out of four are under the age of 40. Also, nearly 60 percent of all digital wallet users are male despite carrying more cash than females. Females (18-29) tend to use merchant digital wallet apps such as Target, Macy’s and Home Depot more often than males to look for discounts/coupons (72 percent) and price shop (56 percent). When males use merchant apps, they tend to browse and engage in service related activities like paying bills and looking up retailers’ product and contact information, according to the announcement.

Device Usage and Vendor Platforms Matter

Other study findings showed that the majority of digital wallet transactions are conducted on mobile devices (60 percent) and 3 out of 4 transactions under $10 are done weekly via a mobile phone, according to the press release. Typical products purchased with digital wallets include coffee/drinks, retail items, games and books, as well as groceries.

The top digital wallets used are PayPal (79 percent) Google Wallet (40 percent) and Apple Passbook (17 percent) with Google Wallet leading the large transaction pack with purchases of $30 or more (35 percent). Further, 70 percent of digital wallet users take advantage of one or more digital wallets at least monthly, and daily digital wallet users tend to use more types of digital wallets (3) than infrequent users (1).

Added Peaslee, "Retailers need to expand payment acceptance options via leading digital wallets to capture all possible sales and show customers their commitment in investing in a variety of secure mobile payment types."


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