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BizReport : Mobile Marketing : June 11, 2015

Apple Pay's July launch in UK set to be well received

In the U.S. Apple Pay is increasingly being adopted by retailers, but how do consumers in the U.K. feel about the new digital payment system? According to new research by Connexity, they are keen.

by Helen Leggatt

When Connexity asked U.K. consumers how they felt about using Apple Pay, 10% said they had already used a payment app to make a purchase but nearly two-thirds (63.9%) said they would like to use Apple Pay. Overall, 37.8% said they were keen to use a trusted mobile wallet.

Younger generations - Gen X and Y - were among those driving demand with 66.1% and 61.8% respectively saying they are interested in Apple Pay. However, even among older mobile users interest was still high with 51.5% of Baby Boomers and 35.3% of Silver Surfers expressing interest.

"As we develop to become a mobile-led society, consumers are interested in the convenience of mobile payment systems- provided they are secure," said Hayley Silver, Vice President, Bizrate Insights, who earlier in the year conducted a similar survey among U.S. mobile users where Apple Pay is already in use and where consumers were found to be more open to the app. "Brands cannot afford to wait to research the options and the interest of their customer base. Now is the time to act. Now is the time to invest in mobile payments."

Apple Pay launches in the U.K. next month and the company has already made agreements with eight major banks including Lloyds, Natwest and HSBC. A quarter of a million merchants have also signed up including leading retailers such as Marks & Spencer, Waitrose, Boots and Transport for London which will enable commuters to use Apple Pay on London's Underground and buses.

Tags: Apple Pay, mobile, payment technology, U.K

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