17/06/2011
By Scott Thompson
Sixty seven per cent of UK consumers are happy with the way they currently pay and have no plans to use new mobile wallet technology, according to a survey by YouGov. Of the 2,000+ consumers interviewed, only one quarter expressed an interest in using their mobile phone to pay for purchases. Of these just one in ten are likely to use the service in the future.
Concerns about security and fraud and confusion about the technology continue to pose problems and apathy is also a factor with almost half of respondents saying they either don't need a mobile payment system or aren't interested. Russell Feldman, the consultant who led the YouGov research, says: "Retailers, mobile operators and handset manufacturers have a real opportunity to educate consumers about the advantages of paying - particularly for smaller items - in this way. We believe once people have seen it in practice they will be quick to adopt it."
The main perceived benefits of paying in this way are: convenience to pay (87 per cent); the speed of paying (67 per cent); easier than carrying cash and cards (67 per cent); better for the environment (37 per cent); less chance of losing personal information than with paper receipts (35 per cent); being able to keep track of spending more easily (29 per cent). Those interested in m-payments can see themselves paying for sandwiches, magazines and newspapers (81 per cent) and also more expensive items such as CDs, DVDs and games (65 per cent). Thirty nine per cent picture themselves going beyond that to purchase games consoles, clothes and even the weekly shop.
“Our survey reveals that there is strong potential for mobile payments. But for it to truly have mass appeal and adoption, there is much to be done. The industry must harness the enthusiasm of early users to reassure the rest of us and demonstrate the real world benefits to our everyday lives,” Feldman adds.
