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BizReport : Mobile Marketing : March 29, 2012


6 in 10 UK consumers would avoid NFC mobile payments

UK consumers are wary of NFC mobile payments and brands needs to address the issue with awareness campaigns. According to new research by VoucherCodes.co.uk, six out of 10 consumers in the UK would avoid using NFC technologies to make mobile payments and over half are unable to name a single mobile payment brand.

by Helen Leggatt

voucher_codes_logo-blog-thumb.pngConsumers in the UK aren't abou t to start using NFC technologies anytime soon, reveals a survey of 2,000 adults by VoucherCodes.co.uk. Even if they had the capability to do so, 60% would avoid using their mobile to pay for goods.

It comes as no surprise to learn that 36% cited security concerns as the reason for their avoidance. When asked which companies they would most trust with mobile payments, consumers considered Visa the safest with 30% of the vote, followed by PayPal with 20% and MasterCard third with 18%. Apple and Google received 6% and 4% of the votes respectively.

However, over half (55%) were unable to name any of the mobile payment brands, suggesting more work needs to be done to raise awareness in the UK not only of the brands but of the technology itself.

Just 20% had heard of Google Wallet, 12% were aware of MasterCard PayPass and just 10% knew of Visa payWave.

Just 17% of respondents were interested in using NFC technology but even they harbored concerns about the technology working.

"With NFC and other mobile payment systems still very much on the fringe in the UK, it's no surprise to learn that most people are confused and a little wary about adopting the technology," said Duncan Jennings, co-founder of VoucherCodes.co.uk.

"However while low levels of awareness are clearly a challenge for service providers, they also represent a massive opportunity for brands to win the trust of consumers and cement their position in this increasingly competitive space."






Tags: consumer insight, mobile marketing, mobile payments, mobile users, NFC technology, research, UK








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