UK iPhone users unsure on Apple Pay
10 July 2015 | 14144 views | 25
With the Apple Pay launch in the UK looming into view, new research from Forrester suggests the computing giant will have a tough task convincing consumers to put their trust in its services.
Just 27% of UK online consumers owning an iPhone would trust Apple to provide a mobile digital wallet but they are still more likely to trust PayPal (43%), a bank (41%), a credit card network (40%), and Amazon (32%), according to Forrester's Technographics data from Q1 2015.
In a blog post ahead of Tuesday's launch, Forrester analyst Thomas Husson comments: "Apple still has to demonstrate the added value it will bring to merchants (better experience, faster checkout, incremental revenues, etc.) and brands. Also, Apple needs to create trust among UK consumers. They managed to do so in the US and no doubt trust will increase with the backing of the main banks (except Barclays)."
Despite this, he believes that Apple Pay uptake in the UK will be faster than in the US, due to the UK's more mature NFC and contactless ecosystem.
However, he cautions that "faster adoption in the UK does not mean Apple Pay will scale quickly".