mobile wallet consumerreport

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Fonte: Vibes http://client.vibes.com/references/MobileWallet_ConsumerReport.pdf

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  • August2013 Mobile Wallet Consumer Report Non-payment opportunities for marketers
  • 2Beruntium id quiat facculpa conseque @Vibes 2013. All Rights Reserved. Executive summary 2Executive summary @Vibes 2013. All Rights Reserved. As the Wallet Wars continue on the payment side of the mobile wallet, the new frontier for retailers is on the non-payment side meaning the part of the wallet used to organize, but not pay for, items. The non-payment side of mobile wallet eliminates the need for paper items (e.g., coupons and boarding passes), organizes bulky items (e.g., loyalty cards) and expedites the checkout process for consumers at their favorite retailers. The non-payment side of mobile wallet arms retailers with a versatile mechanism that delivers personalized and relevant content that drives engagement, builds customer loyalty and draws consumers into their brick-and-mortar stores. Consumers have confirmed the need for and have made it clear that they are excited about the convenience of storing mobile wallet content on their phones. For retailers, consumer desire and demand reveals the untapped potential of the non-payment side of the mobile wallet. For the past few years, mobile wallets have largely referred to paying for merchandise with your mobile phone. Then, in September 2012, Apple started the non-payment movement with Passbook, setting it apart from other mobile wallets in market. This allowed consumers the opportunity to move away from physical coupons and loyalty cards, by saving them to their mobile device instead. Samsung introduced Samsung Wallet in August 2013 and Google Wallet Objects the non-payment side of their mobile wallet will launch this fall, showing the growth of the non-payment side of mobile wallet. With more than 50 percent of smartphone users on the Android operating system, marketers will now have the opportunity to reach a broader mobile wallet audience. Vibes commissioned the industrys first-ever mobile wallet research focused on the non-payment side of mobile wallet to help paint a vivid picture of the true potential of the non-payment side of this tool. The consumer survey, fielded in July 2013 with 1,000 smartphone users, sends a strong message that consumers desire the non-payment side of mobile wallet. This definitive research reveals the following consumer attitudes and behaviors related to this emerging mobile marketing technology. The non-payment side of the mobile wallet creates tremendous opportunities for marketers We need smartphones to organize our lives, and now we need mobile wallets to help us organize our smartphones.
  • 3Key takeaways @Vibes 2013. All Rights Reserved. 1. Its still early 2. Demand is high 3. The opportunity is now We are in the very early days of the non- payment mobile wallet transformation. This is not surprising because Passbook debuted in September 2012 and Google Wallet Objects is expected to launch soon. Smartphone users are eager to try mobile wallets for more than just making payments with their phone. The need and demand for the non- payment side of the mobile wallet is clear. Consumers have spoken about how and why they would use mobile wallets, offering retailers the guidance and direction they need to get started right now to meet the needs of the mobile consumer. 48% 33% 85% 59% 44% 19% of consumers are aware of the non- payment side of the mobile wallet have no idea what mobile wallets are only think of mobile wallets for making payments of consumers say they would receive some benefit from non- payment mobile wallets of consumers say they would have a more positive view of retailers if they started to deliver digitized mobile wallet content of non-users think a mobile wallet used to store information would enhance their shopping experience The majority of consumers (55 percent) would prefer to receive mobile wallet content weekly Digitizing paper items (22 percent) and organizing coupons and loyalty cards (19 percent) are the top benefits Email is the most preferred method for receiving mobile wallet items (46 percent), followed by text message (20 percent) and native apps (19 percent) Key takeaways Only 19 percent of smartphone users have noticed any retailer offering mobile wallet-specific promotions in the past six months 33 percent of consumers have used mobile wallets for non- payment (e.g., storage of loyalty cards, coupons, etc.)
  • 4Survey findings @Vibes 2013. All Rights Reserved. There continues to be confusion about the definition and benefits of the mobile wallet. While the common perception may be that consumers think of mobile wallets as a payment device, the data shows that 48 percent of consumers understand the non-payment features available with mobile wallets. One-third of consumers believe that a mobile wallet is used for payment only. This finding demystifies the belief that most people only think of mobile wallets as a payment tool. Nineteen percent have no idea what a mobile wallet is or what it is used for. Only 19 percent of smartphone users have noticed retailers offering mobile wallet-specific promotions in the past six months. This is in part because Apple Passbook has been out for less than a year. The challenge for mobile wallet adoption with consumers is two-fold there continues to be a lack of consumer awareness, and a lack of ever receiving or even hearing about a mobile wallet offer or promotion from their favorite brands and retailers. With over half of consumers unaware of the non- payment side, this presents a huge opportunity for retailers. 33% 27% 48% 21% 19% A mobile tool that allows me to pay for items directly from my phone A mobile tool that allows me to both pay for items with my phone and store information A mobile tool that allows me to store information I have no idea what a mobile wallet is or what its used for What is your definition of a mobile wallet? Only 19% of smartphone users have noticed any retailer offering mobile wallet-specific content in the past six months. Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey August 2013 Further consumer education needed for mobile wallet Survey findings
  • 5Survey findings @Vibes 2013. All Rights Reserved. Benefits of the non-payment mobile wallet Demand for the non-payment mobile wallet is high 85 percent of consumers say they would receive some level of benefit from storing and organizing offers and loyalty cards on their phones. The convenience factor of digitizing and organizing items is very appealing to consumers. Digitizing paper items (22 percent) and smartphone organization (19 percent) are the mobile wallet benefits that would most enhance the consumer shopping experience. Consumer desire is clear, creating an unprecedented opportunity for retailers to deliver time and location-aware content to their target customers mobile phones. 22% 85% perceived benefit 19% 13% 13% 10% 7% 15% Which mobile wallet feature would benefit you the most? Digitizing paper items Organizing on your smartphone Managing point balances Time sensitive offers Automatically updated items Location aware alerts No Benefit Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey August 2013
  • 6Survey findings @Vibes 2013. All Rights Reserved. As stated throughout this report, there is a very strong demand for the non-payment side of the mobile wallet. Fifty-nine percent of consumers say they would have a more positive view of retailers if they started to deliver digitized mobile wallet content (e.g., loyalty cards, offers/coupons, promotions). The intersection of time, location and interaction are foundational elements that differentiate mobile wallet content from any other marketing tool available to marketers. Leveraging time- and location-sensitive content enables a powerful opportunity to interact with consumers to remind people when they are close to your store; to retarget customers who have not used an offer before it expires; promote time-dependent offers that expire quickly, thus driving urgency. Because this tool has endless possibilities, it is important to deliver engaging content to consumers where time, location and interaction are relevant. Lastly, one of the most exciting capabilities of the non-payment side of the mobile wallet is the ability for retailers to create personalized content. Retailers can send content tailored to each consumer based on their preferences, behaviors, purchase history and more driving engagement, loyalty and in-store traffic. Retailer impact of using non-payment mobile wallet How would your perception of a retailer change? 25% 34% 38% 3% This would completely change the way I view the retailer in a positive way This would make me like the retailer even more It would have no impact on how I view the retailer It would diminish or weaken the perception I have of the retailer59% positive Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey August 2013
  • 7Survey findings @Vibes 2013. All Rights Reserved. Thirty-three percent of consumers have used mobile wallet for non-payment (e.g., storage of loyalty cards, coupons, etc.) and 39 percent describe their experience as extremely positive. Because the non-payment side of the mobile wallet is still relatively new, the redemption experience may not be as smooth as it is with paper coupons. Retail stores are investigating how to incorporate this new technology and might not have the right scanning equipment. In addition, staff might not be trained on how to use mobile wallet content. The goal for retailers is to create an