News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
One-click process would encourage consumers to use mobile payments
The key to driving adoption of mobile payments is to make the process as quick and as simple as possible, confirms a study by mobile solutions firm Oxygen8.
Use of mobile payments in the UK is currently a long way off mainstream. A third of adults in Oxygen8's study (age 18-44) said they had never used their mobile device to make a payment, despite having the ability to do so.
The findings reflect those of research by Bain & Co which found that, while awareness of mobile payment options among consumers is rising (70% of Europeans), only 25% overall said they would be willing to use their device in-store to pay for items.
What's putting many of them off, according to Oxygen8's findings, is the multi-step process of making a mobile payment. More than half (55%) said they would be more likely to make a mobile payment if it was a simpler process while slightly more (56%) said multiple steps to complete a mobile purchase was off-putting and a single-click method would encourage them to use their device more often.
Maria Grant, Head of Product Development at Oxygen8 Group said the expectation for "simplicity" comes during a one-click age where "secure hassle free payments... are a given".
"These findings show that consumers expect similar simplicity when it comes to mobile payments," said Grant. "Businesses, like ours, are able to provide this to merchants. But it's clear that the industry needs to work to create more awareness with consumers that simple, secure and swift smartphone payment options already exist."
Image via Shutterstock
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...