Mobile Payment Adoption Faces Hurdles With Consumers
More than half (56 percent) of mobile shoppers don’t know near-field communication (NFC) is a contactless payment system used for mobile payments.A little more than seven out of 10 mobile applications users (71 percent) say they don't like the idea of being tracked into a store through their smartphones, and 56 percent say they are not interested in receiving push notifications while shopping, according to the findings of a survey conducted by Retale, which offers a location-based shopping app. The survey, which asked more than 3,000 iOS and Android users about their mobile shopping experiences, usage and overall awareness, indicated while the future of mobile shopping may already be here, it seems the mobile shopper is still a few steps behind. Despite the growing list of mobile technologies, ranging from Apple iBeacon, that send in-store push notifications to nearby smartphone users, to mobile payment and shopping coupon options such as Google Wallet, consumer adoption has been slowed by the lack of awareness and understanding, according to survey results. In fact, three-quarters (75 percent) of survey respondents were unaware that iBeacon exists, while only 11 percent of Android users claim to use Google Wallet, and just 23 percent of iOS users have tried Passbook for coupon shopping offers. "For retailers looking to maximize traffic and sales, understanding consumer motives and desires is the best way to improve the shopping experience," Patrice Dermody, president of Retale, said in a statement. "And that could mean helping consumers better understand the benefits of these technologies in order to break down the barriers to widespread adoption."