UK consumers not interested in mobile payments at the checkout - YouGov
06 December 2013 | 8825 views | 13
A YouGov poll of UK consumers has shown a strong resistance to mobile payments technology for paying for purchases at the point-of-sale.
The survey of 1051 adults, shows that just over a third (35%) are aware of NFC-enabled mobile devices, a figure that has barely increased since YouGov last looked into the area in September 2012. The latest findings also show that fewer than one in ten (nine percent) mobile and smartphone owners know that their device is NFC-enabled, and of these just over a fifth (22%) ever use it to make payments.
YouGov says there is "strong resistance" to the technology among non-adopters. More than half of mobile phone owner that are not interested in NFC-enabled technology (56%) do not believe that the technology is safe to use and a similar number (53%) are concerned about their financial exposure if their phone were lost or stolen. Moreover, given general contentment with using Chip & PIN at the check-out, almost four in ten (39%) say they do not see a need for the technology.
By contrast, the UK experienced strong growth in both the awareness and usage of contactless payment cards in the year to September 2013. Awareness of the technology grew from 55% to 70% during the period and acknowledged ownership increased from 16% to 25%.
However, general uptake was more limited with only four in ten (40%) owners ever using their contactless card, primarily due to only partial adoption by UK merchants.
John Gilbert, consulting director YouGov Technology & Telecoms says: "Despite the advances in NFC mobile technology, the industry has yet to increase the awareness nor put forth a compelling value proposition to the consumer to adopt NFC payments. In addition, retail adoption is rather limited curbing the consumers' desire to transition."