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M O B I L E M O N E Y FROM SHOPPING TO BANKING TO PAYMENTS, HOW MOBILE IS TRANSFORMING COMMERCE AROUND THE WORLD
OCTOBER 2016
2 GLOBAL MOBILE MONEY REPORT
THE MOBILE OPPORTUNITY IS MORE THAN JUST LIP SERVICE
AROUND THE WORLD• Mobiledevicesareindispensableshoppingbuddiesusedtocompareprices(53%),lookupproduct
information(52%),lookforcouponsordeals(44%),makebettershoppingdecisions(42%),make
shoppingtripsquickerormoreefficient(41%)andpurchaseproducts(38%).
• Mobile-bankingactivities,suchasaccessingaccountinformation(47%)andpayingbills(42%),aremore
commonthantransferringmoneybetweenbankaccounts(36%).UsageratesarehighestinAsia-Pacific.
• Mobile-onlybankingismostpopularindevelopingcountrieswithlargeunbankedpopulations;usage
ratesarehighestinIndia(46%),Indonesia(37%),Mexico(34%)andTurkey(34%).
• Securityconcernstopthelistofmobile-bankingbarriers(53%),followedbyapreferenceforphysical
locations(31%)andnotneedingtheservice(28%).
• Ofthetop10marketsthatusepeer-to-peermobiletransactions(givingtoorreceivingmoneyfrom
anotherperson),eightareemergingmarkets.
• Only28%ofglobalrespondentsarehighlylikelytousemobilepaymentsinbars,restaurantsorretail
stores,withrateshighestinIndia(46%)andChina(45%).
• Millennialsleadthewaywhenitcomestomobileshopping,bankingandpaymentactivities,andthey’re
morethantwiceaslikelyasBabyBoomersandSilentGenerationrespondentstosaythey’relikelytouse
amobile-onlybank.
3Copyright © 2016 The Nielsen Company
ABOUT THE GLOBAL SURVEY METHODOLOGY
Thefindingsinthissurveyarebased
onrespondentswithonlineaccess
in63countries(unlessotherwise
noted).Whileanonlinesurvey
methodologyallowsfortremendous
scaleandglobalreach,itprovides
aperspectiveonthehabitsofonly
existinginternetusers,nottotal
populations.Indevelopingmarkets
whereonlinepenetrationisstill
growing,respondentsmaybe
youngerandmoreaffluentthanthe
generalpopulationofthatcountry.
Inaddition,surveyresponsesare
basedonclaimedbehavior,rather
thanactualmetereddata.Cultural
differencesinreportingsentimentare
likelyfactorsintheoutlookacross
countries.Thereportedresultsdonot
attempttocontrolorcorrectforthese
differences;therefore,cautionshould
beexercisedwhencomparingacross
countriesandregions,particularly
acrossregionalboundaries.
Food,waterandcleanair:Allareessentialsinourdailylives.But
mobiledevices?Theymaynotbecriticaltosurvival,butamajorityof
consumersaroundtheworld(56%)can’timaginelifewithoutthem,and
53%saytheyfeelanxiouswhentheirdevicesaren’tcloseathand.
Indeed,formanyconsumers,mobiledevicesareaconstantcompanion
withpowerfulbenefits.Amongglobalrespondents,74%saythey
appreciatethefreedomofbeingconnectedanywhere,anytime,and
70%stronglyorsomewhatagreethattheirmobiledevicehasmade
theirlifebetter.Thisconstantconnectivityhaschangedthenatureof
connections.Fullytwo-thirdsofglobalrespondents(66%)stronglyor
somewhatagreethatelectronicinteractionsarereplacingface-to-face
ones,andalmosthalf(47%)saythey’drathertextthantalk.Infact,
interactionsareturningintotransactions.
Theworldofcommerceisbeingtransformedasconsumersusetheir
mobiledevicestoconductproductresearch,lookfordealsorcoupons
and,increasingly,purchasegoodsandservicesfromvirtuallyanystore
fromnearlyanywhereintheworld.Mobiledevicesarealsotransforming
thebankingandpaymentsindustry,creatingmorewaystosaveandpay
thaneverbefore.They’reprovidingfinancialinclusiontotheestimated
2billionunbankedconsumersaroundtheworld.Andtherevolution
inbankingandpaymentsislikelytobeastrongdriverofconsumer
spendingintheyearstocome.TheDemandInstitute,jointlyoperated
byNielsenandTheConferenceBoard,estimatesthatgrowthinaccess
tocashlesspaymentscouldleadtoasmuchas$10trillioninadditional
consumerspendingoverthenextdecade.
“Mobilecommercehasenormousimplicationsfortheentireretail
ecosystem,”saidStuartTagg,FinancialServicesLeader,Nielsen
Europe.“Mobiledevicesarenotonlybringingnewconsumersintothe
modern,connectedeconomy,butarealsoenablingamorecustomized
experience,asproductsandservicescanbemorecloselytailoredto
behaviors,needsandpreferences.Butdrivinghigheradoptionand
usagestartswhencompaniesdevelopadeepunderstandingofhow
consumersareshoppingandtransactinginadigitalworldandthen
usethatunderstandingtodesignstrategiesaroundtheirhabitsand
preferences.”
TheNielsenMobileShopping,BankingandPaymentSurveypolled
morethan30,000onlinerespondentsin63countriestounderstand
howmobiledevicesareinfluencingthreedistinctyetinterconnected
activities:shopping,bankingandpayments.Weexaminedthekinds
ofmobileactivitiesrespondentsarecurrentlyengagedinandtheir
likelihoodtoparticipateinthefuture.Wealsoexaminedthebarriersto
adoptionformobilebankingandpayments,aswellastheincentives
thatwouldencouragewideruse.
4 GLOBAL MOBILE MONEY REPORT
LET YOUR FINGERS DO THE SHOPPINGFormanyconsumers,mobiledeviceshavebecomeindispensable
shoppingbuddies.Morethanhalfofglobalrespondentssaytheyuse
theirmobiledevicewhenshoppingtocompareprices(53%)orlook
upproductinformation(52%).Morethanfourin10respondents
usetheirdevicetolookforcouponsordeals(44%),makebetter
shoppingdecisions(42%)ormakeshoppingtripsquickerormore
efficient(41%).
Asia-Pacificleadsthewaywhenitcomestomobileshopping,with
useabovetheglobalaverageforeveryactivityincludedinthesurvey.
Incontrast,morethanone-quarterofNorthAmerican(30%)and
European(27%)respondentssaytheydon’tusetheirmobiledevice
foranyofthosemobileshoppingactivities.
5Copyright © 2016 The Nielsen Company
CONSUMERS AROUND THE WORLD USE MOBILE DEVICES AS A SHOPPING SIDEKICK
PERCENTAGE WHO USE THEIR MOBILE DEVICE FOR SHOPPING ACTIVITIES
LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
60%
54%
53%
37%
49%
56%
41%
32%
26%
17%
27%
44%54
%38
%34
% 36%
44%
55%
54%
31%
30%
22%
43%
57%
36%
32%
25%
21%
34%
38%
TO COMPARE PRICES WHEN SHOPPING
TO LOOK UP PRODUCT INFORMATION WHEN SHOPPING
TO MAKE SHOPPING TRIPS QUICKER OR MORE EFFICIENT
AS A PERSONAL SHOPPING ASSISTANT
TO LOOK FOR COUPONS OR DEALS WHEN SHOPPING
TO MAKE BETTER SHOPPING DECISIONS
6 GLOBAL MOBILE MONEY REPORT
Consumersaren’tjustusingtheirdevicesasashoppingaid.
Increasingly,they’realsousingthemtomakepurchases.While
m-commerce(retailsalesconductedviaamobiledevice)isstillavery
smallportionoftotalretailsalesinmanymarkets,includingtheU.S.
(2.4%),Germany(2.4%),India(1.6%),Canada(1.4%),France(1.4%)
andBrazil(0.4%),1itisgainingmomentum,andeMarketerpredicts
stronggrowthwillcontinue,especiallyasratesforinternetpenetration
andsmartphoneadoptionrise.Thefirmprojectsthatm-commercewill
grow28%ormoreannuallyinIndiabetween2016and2019;infact,it’s
expectedtonearlydouble(+96.3%)in2016.Double-digitannualgrowth
isalsoexpectedinMexico(35%ormore),Brazil(29%ormore),the
U.S.(29%ormore),Canada(19%ormore)andFrance(15%ormore)
between2016and2019.Asimilartrendisexpectedeveninthelargest
mobilemarkets.M-commercesalesareexpectedtogrow30%ormore
annuallyinChinaand12%ormoreintheU.K.overthesameperiod.
Worldwide,38%ofrespondentsinNielsen’ssurveysaytheypurchased
aproductorserviceontheirmobiledeviceinthepastsixmonths,and
34%saytheyusedamobileapptomakeapurchaseinthesameperiod.
Asia-Pacifichasthehighestself-reportedratesofmobilepurchasing.
HalfofrespondentsinChina(50%),androughlyhalfinIndia(49%),
SouthKorea(47%)andVietnam(46%)saytheypurchasedaproductor
serviceusingtheirmobiledeviceinthepastsixmonths.Thesecountries
alsotopthelistwhenitcomestotheshareofrespondentswhosaythey
madeapurchaseviaamobileapp(50%inChina,48%inSouthKorea,
47%inIndiaand43%inVietnam).
“Optimizingthemobileexperience—whetherit’sanapporamobile
versionofadesktopsite—shouldbeattheheartofanye-commerce
strategy,”saidTagg.“Apoormobileexperiencemayleadtolower
conversionratesanddriveshopperstocompetitors’storefronts,sites
orapps.Retailersdevelopingmobileproductsshouldkeepinmind
fourfundamentalshopperneeds:ease,convenience,choiceandvalue.
Thatis,thesolutionshouldsatisfyavarietyoftrippurposesanddeliver
strongvalueformoneyinawaythatrequireslesstimeandeffort.”
STRATEGY FOR MOBILE-SHOPPING SUCCESSRecognize and cater to different mobile-shopping segments.Whilemoreconsumersareusingtheirphonesasashoppingtool,theactivitiesthey’reparticipatinginonthesedevicesvarywidely,andretailersmayneeddifferenttacticstowinconsumers.Eventhesameshoppercanatanygivenpointbemotivatedbyverydifferentneeds,fromspeedtoconveniencetoprice.Savvyretailersrecognizethesedifferencesandincorporatemobilestrategiesacrossarangeoftouchpoints,customizingmessagestoprovideamorerelevantshoppingexperience.Winningbrandsalsorecognizethatwhilemobileisacriticalcomponentofanyretailstrategy,anintegratedapproachisnecessarytodrivesalesinbothonlineandoff linechannelsandtoprovideanengagingexperienceforconsumersregardlessofwhethertheybuyin-storeoronline.
MOBILE SHOPPING MOVERS & SHAKERS
PURCHASED A PRODUCT OR SERVICE
USED A MOBILE APP TO MAKE A PURCHASE
Note:PercentagewhosaytheyhaveperformedactivityontheirmobileconnecteddeviceinpastsixmonthsBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
ASIA-PACIFIC EUROPE AFRICA/ MIDDLE EAST LATIN AMERICA NORTH AMERICA
COUNTRIES THAT EXCEED GLOBAL AVERAGE (34%)
CHINA ......................................................... 50%SOUTH KOREA .......................................... 48%INDIA ...........................................................47%VIETNAM .................................................... 43%INDONESIA ................................................. 41%SOUTH AFRICA ..........................................35%
COUNTRIES THAT EXCEED GLOBAL AVERAGE (38%)
CHINA ......................................................... 50%INDIA .......................................................... 49%SOUTH KOREA .......................................... 47%VIETNAM .................................................... 46%RUSSIA ........................................................ 44%BELARUS .................................................... 44%INDONESIA ................................................ 42%ROMANIA ................................................... 42%UKRAINE .....................................................41%GREECE ......................................................40%TURKEY ....................................................... 39%
46%
32%25%
27%28%
44%
22%
21%25%
23%
1eMarketer.DataisfromJuly2016forallmarketsexcepttheU.S.,whichisfromAugust2016.
7Copyright © 2016 The Nielsen Company
PAYING BILLS AND CHECKING THEM TWICEWithmobileshoppingontherise,consumersarealsousingdigital
toolstomonitortheirspendingandmanagetheirfinances,but
participationratesvarywidelybyactivityandbyregion.
Certainmobile-bankingactivities,suchasaccessingaccount
informationandpayingbills,arequitecommon.Nearlyhalfofglobal
respondents(47%)saytheycheckedanaccountbalanceorarecent
transactionontheirmobiledeviceinthepastsixmonths,and42%
saytheypaidabillusingtheirmobiledevice.Participationinthese
activitieswilllikelybeevenhigherinthenearfuture:53%ofglobal
respondentssaythey’rehighlylikelytocheckabankaccountbalance
orrecenttransaction,and46%saythey’relikelytopaybillsontheir
mobiledeviceinthenextsixmonths.
Movinganddepositingmoneyarelesscommonmobile-banking
activities,butstilljustoverone-thirdofglobalrespondents(36%)say
theytransferredmoneybetweentheirownbankaccountsonamobile
deviceinthepastsixmonths.Morerespondents(42%)expectthey’ll
transfermoneybetweenbankaccountsinthenextsixmonths.Only
10%ofglobalrespondents,however,saythey’vedepositedacheck
usingtheirdevice’scamerafunction;18%expecttodosointhenextsix
months.
Asia-Pacificexceedstheglobalaveragewhenitcomestoself-reported
participationinmobile-bankingactivities,whileresponseratesare
lowerinEurope,Africa/MiddleEastandLatinAmerica.NorthAmerica
alsoisbelowtheglobalaveragewhenitcomestocurrentandfuture
participationinmobilebanking,withoneexception:Theregionhasthe
highestpercentageofrespondentswhosaythey’vedepositedacheck
usingtheirdevice’scamerafunction(15%)andthesecond-highest
percentagewhoexpecttodosointhenextsixmonths(23%,just
behindAsia-Pacificat24%).Thismaybedueinparttotherelatively
highusageandacceptanceofchecksintheregioncomparedwith
othercountries.IntheU.K.,forexample,mostbanksdon’tprovide
checkbooksandmostretailersdon’tacceptchecks.AndintheMiddle
East,cashremainsking,whilechecksarelesscommon.
MOBILE BANKING SPOTLIGHT ON SWEDEN & CHINA
PERCENTAGE OF RESPONDENTS WHO SAID THEY HAVE DONE THE FOLLOWING ACTIVITIES IN THE PAST SIX MONTHS
PERCENTAGE OF RESPONDENTS WHO SAY THEY ARE HIGHLY LIKELY TO DO THE FOLLOWING ACTIVITIES IN THE NEXT SIX MONTHS
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
SWED
EN
CH
INA
GLO
BAL
Used a banking/insurance website 40% 27% 28%
44% 28% 27%
63% 62% 47%
Transferred money between bank accounts 58% 56% 36%
SWED
EN
CH
INA
GLO
BAL
Check a bank account balance or recent transaction 61% 64% 53%
Transfer money between bank accounts 53% 59% 42%
Used a banking/insurance app
Checked a bank account balance or a recent
transaction
8 GLOBAL MOBILE MONEY REPORT
Thecountrieswiththehighestself-reportedratesofparticipationinmobile
bankingarediverse.Theyincludeseveraldevelopingmarkets,suchas
China,SouthAfrica,VenezuelaandIndia,andalsomorematuremarkets,
suchasSweden.
“Insomedevelopingmarkets,usageisprimarilydrivenbyruralconsumers
thathavetheabilitytoaccessfinancialserviceswithouttravelingto
physicallocations.Theycanalsosendmoneyinstantlytothosewhomaybe
financiallydependentonthem,”saidTagg.“InChina,widespreadadoption
ofcreditcardshasnotcaughton,andmanypeopledon’tusebanksatall.
Consequently,Chinesefinancialinstitutionsareleadersinofferingmany
mobilemoneyoptions.Swedenisauniquedevelopedmarketthatisahead
oftherestoftheworldwhenitcomestoadoptingmobilebankingand
mobiletransactions.Thestrengthofonlineandmobilebankinginthis
markethasbeendrivenbyhighsmartphoneadoptionandcollaboration
betweenthebanksandgovernmenttoestablishBankID,asingledigital
securitysystemusedacrossfinancialandgovernmentservices.”
ASIA-PACIFIC IS HIGHLY ENGAGED WITH MOBILE-BANKING ACTIVITIES
LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA
MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY REGION
GLOBAL AVERAGE: MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY GENERATION
HAVE DONE IN PAST SIX MONTHS HIGHLY LIKELY TO DO IN THE NEXT SIX MONTHS
CHECKED A BANK ACCOUNT BALANCEOR A RECENT TRANSACTION
PAID BILLS ONLINE
TRANSFERRED MONEY BETWEEN BANK ACCOUNTS
DEPOSITED A CHECK TO A BANK ACCOUNT USING THE DEVICE’S CAMERA FUNCTION
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
52% 60%
55%
51%
53%
45%
13%
43% 42%
31%
29%
24%
31%
30%
3%
32% 44%
38%
32%
7%
30%
22%
5%
43% 54%
38%
33%
10%
25%
24%
3%
38% 45%
36%
30%
9%23%
28%
22%
15%
MILLENNIALS & GENERATION X ARE ENGAGED MOBILE-BANKING USERS
9Copyright © 2016 The Nielsen Company
Notsurprisingly,Millennialsleadthewaywhenitcomestomobile
banking.Ofallagegroups,Millennialshavethehighestpercentages
whosaythey’veparticipatedinbankingactivitiesandsaytheyplantoin
thenextsixmonths.GenerationZfollowscloselybehind.
CHECK A BANK ACCOUNT BALANCE OR A RECENT TRANSACTIONTRANSFER MONEY BETWEEN BANK ACCOUNTS
DEPOSIT A CHECK TO A BANK ACCOUNT USING THE DEVICE’S CAMERA FUNCTIONPAY BILLS ONLINE
GLOBAL AVERAGE: MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY GENERATION
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
MILLENNIALS & GENERATION X ARE ENGAGED MOBILE-BANKING USERS
SILENT GENERATION (65+)
GENERATION Z (15-20)
MILLENNIALS (21-34)
GENERATION X (35-49)
BABY BOOMERS (50-64)
HAVE DONE IN PAST SIX MONTHS
HIGHLY LIKELY TO DO IN THE NEXT SIX MONTHS
33%
49%
28%
37%
23%
40%
7%
13%
49%59%
49%
43% 41%
55%
39%35%
47% 52%
44%
33% 32%
47%
26% 27%
40%48%
39%
28% 29%
44%
23% 21%
13%23%
9%
5% 8%
19%
5% 5%
43%36%
28%
13%
10 GLOBAL MOBILE MONEY REPORT
CYBERSECURITY IS A REAL CONCERNPayingbills,checkingaccountbalancesandtransferringfundsfrom
amobiledevicemaybeconvenientandeasy,butsecurityisanever-
increasingconsideration—andacriticalbarriertosuccess.Formany,
cybersecurityconcernsareadealbreaker.Infact,securityconcernstop
thelistofmobile-bankingbarriers,citedby53%ofglobalrespondents
whosaythey’renotlikelytoparticipateinmobile-bankingactivities.In
addition,roughlythreein10saytheydon’tusemobilebankingtools
becausetheypreferphysicallocations(31%)ordon’tseeaneedfor
mobile-bankingtools(28%).Interestingly,whilemobile-bankingusage
varieswidelybyageandregion,theprimarybarriersareremarkably
similaracrossgeographiesandgenerations.
GLOBAL AVERAGE: TOP BARRIERS TO MOBILE BANKING BY GENERATION
11Copyright © 2016 The Nielsen Company
MOBILE-BANKING SECURITY IS TOP OF MIND ACROSS ALL AGES
I’M CONCERNED
ABOUT SECURITY
I PREFER TO VISIT A PHYSICAL LOCATION/BANK BRANCH FOR MY BANKING NEEDS
I DO NOT HAVE A NEED FOR MOBILE
BANKING
MY DEVICE SCREEN IS
TOO SMALL
SILENT GENERATION (65+)
GENERATION Z (15-20)
MILLENNIALS (21-34)
GENERATION X (35-49)
BABY BOOMERS (50-64)
40% 35% 42% 11%
55% 28% 22% 17%
58% 29% 31% 18%
59% 32% 44% 21%
50% 32% 26% 13%
Base:Allrespondentswhoarenotlikelytoparticipateincertainbankingactivitiesonmobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
GLOBAL AVERAGE: TOP BARRIERS TO MOBILE BANKING BY GENERATION
12 GLOBAL MOBILE MONEY REPORT
“Securityconcernsarehighlyemotional,”saidTagg.“Mobile-banking
serviceshaveincorporatedmanyfeaturestoprotectcustomers’financial
information,butthethreatofhacksanddatabreachesisreal,and
manyconsumershaveageneraluneasinessaboutsharingpersonal
informationdigitally.Whilebankscontinuouslymonitorsecuritythreats
andincorporatenewmeasurestoprotectcustomers’assets,theyalso
needtobettereducatecustomersaboutthestepsthey’retaking,so
customersbelievetheirinformationisassecureontheirmobiledevice
asitisinaphysicalbranchlocation.Inthelong-term,concernsabout
fraudandsecurityareinitialhitchesthatwilllikelybeovercome.The
valuemobilebankingpresentsforconsumersfaroutweighsthereason
nottoparticipate.”
Convincingcustomerstousemobilebankingtoolsinsteadofvisitinga
branchorsimplygoingonlineonacomputer,however,ismoredifficult.
Robustfeaturesandfunctionalitythatensurecustomerscancomplete
thesameactivities—andmore—ontheirmobiledevicesastheycanin
personoronlineisessentialindrivingadoption.
Whichfeaturesdomobiledeviceownerswantinfuturebankingapps?
Facialrecognitionandcheckscanninganddeposittechnologyarethe
mostpopularfeatures,citedby41%and39%ofglobalrespondents,
respectively.RespondentsinAsia-Pacificareparticularlyenthusiastic
aboutthesefeatures,whilethoseinEuropeandNorthAmericaare
belowtheglobalaverage.Slightlyfewerglobalrespondents(37%)want
theabilitytotransfermoneytootheraccountsorotherpeople,with
thehighestpercentageinAfrica/MiddleEast(44%).Thisregionalso
exceedstheglobalaverage—alongwithAsia-Pacific(40%)andLatin
America(38%)—whenitcomestowantingtheabilitytointeractwith
theirbankonsocialmediaviaamobileapp(40%).
STRATEGY FOR MOBILE BANKING SUCCESS
Focus on the customer experience.Themobilebankingexperience
differsgreatlyfromwhatrespondentswouldexperienceiftheyvisited
abranchorevenbankedonline.Consequently,financialservice
providersneedtodesigntheirmobilebankingserviceswiththe
deviceinmind,focusingonopportunitiestominimizetheeffort
requiredtousethem.Theyshouldalsolookforopportunitiesto
capitalizeonthebreadthofdata—suchasgeo-location—andthe
featuresavailableviaamobilephone—suchastextmessagealertsor
calendarintegration—toaddvaluetotheirservicesandstayrelevant
totech-savvyconsumers.
13Copyright © 2016 The Nielsen Company
FEATURES WANTED IN MOBILE-BANKING APPS OF THE FUTURE
LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
FACIAL RECOGNITION
VOICE RECOGNITION
CHECK SCANNING AND DEPOSIT TECHNOLOGY
ABILITY TO APPLY FOR NEW PRODUCTS/SERVICES
ABILITY TO TRANSFER MONEY TO OTHER ACCOUNTS/OTHER PEOPLE
ABILITY TO COMMUNICATE WITH THE BANK VIA SOCIAL MEDIA
48%27%41%42%33%
47%22%43%36%34%
43%26%44%36%27%
39%22%37%39%30%
41%23%36%32%17%
40%15%
40%38%14%
14 GLOBAL MOBILE MONEY REPORT
MOBILE-ONLY BANKS REPLACE INTERPERSONAL WITH INTERACTIVE Anemergingtrendinthefinancialindustryismobile-onlybanks,whichdo
nothavephysicallocationsandareservicedentirelyviaamobileapp.The
savingsoninfrastructuremaybepassedontothecustomerintheform
ofhighlycompetitiveinterestratesandfriendlierfeestructures.However,
mobile-onlybanksfaceasignificantchallengewhenitcomestorecruiting
newcustomers,especiallyinmaturemarketswherefinancialsystemsare
deeplyingrained.
Aroundtheworld,justoverone-quarterofrespondents(27%)saythey’re
highlylikelytouseamobile-onlybank,whileslightlymore(28%)say
they’renotatalllikely.RespondentsinAsia-Pacificarethemostwillingto
useamobile-onlybank,whilethoseinEuropeandNorthAmericaarewell
belowtheglobalaverage.MorethanhalfofNorthAmericanrespondents
(51%)andmorethanfourin10Europeanrespondents(44%)saythey’re
notlikelytouseamobile-onlybank,comparedwithlessthanone-fifthof
Asia-Pacificrespondents(18%).
Whenitcomestothelikelihoodofusingamobile-onlybank,Indialeads
theway,with46%ofrespondentssayingthey’rehighlylikely.Mobile-only
banksmaybeparticularlywellsuitedtoIndiaforseveralreasons.First,
thecountryhasasizableunbankedpopulation;in2014,accordingtothe
WorldBank,53%ofIndianconsumershadabankaccount,compared
with62%worldwide.Theseconsumersmayhavedifferentexpectations
thanconsumerswhoareaccustomedtoformalfinancialinstitutions.
Second,Indiahasalargeruralpopulation—theWorldBankestimates
that67%ofIndiansliveinruralareas—thatcannoteasilyaccessphysical
banklocations.Thelikelihoodofusingamobile-onlybankisalsoabove
theglobalaverageinIndonesia(37%),Mexico(34%)andTurkey(34%).
Perhapsnotcoincidentally,bankaccountpenetrationisbelowtheglobal
averageinallthreecountries(36%,39%and57%,respectively,according
totheWorldBank).
Notsurprisingly,tech-savvyMillennialsaremorethantwiceaslikelyas
BabyBoomersandSilentGenerationrespondentstosaythey’relikely
touseamobile-onlybank.Morethanone-thirdofMillennials(34%)say
they’rehighlylikelytouseamobile-onlybank,comparedwith14%ofBaby
Boomersand6%ofSilentGenerationrespondents.
15Copyright © 2016 The Nielsen Company
LIKELIHOOD OF USING A MOBILE-ONLY BANK BY REGION AND BY AGE
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
EUROPE
AFRICA/ MIDDLE EAST
LATIN AMERICA
ASIA-PACIFIC
NORTH AMERICA
HIGHLY LIKELY SOMEWHAT LIKELY NOT LIKELY
33% 49% 18%
23% 47% 30%
17% 39% 44%
34% 47% 19%
23% 52% 25%
26% 48% 26%
27% 48% 25%
14% 39% 47%
19% 30% 51%
6% 28% 66%
GENERATION X (35-49)
BABYBOOMERS
(50-64)
SILENT GENERATION
(65+)
MILLENNIALS (21-34)
GENERATION Z (15-20)
16 GLOBAL MOBILE MONEY REPORT
CONVERTING A MOBILE-ONLY MAYBE TO A MOBILE-ONLY MUST-HAVEWhileonly27%ofglobalrespondentsarehighlylikelytouseamobile-
onlybank,almosthalf(45%)aren’tascertain,sayingthey’resomewhat
likely.Sohowdoyouconvertamaybetoamust-have?Whilethereisno
onemagicsolution,someincentivesaremorepowerfulthanothers.
Morethanfourin10globalrespondentswhoaresomewhatlikelyto
useamobile-onlybanksaytheywouldbehighlylikelytouseoneifthe
bankofferedlowerornofeesonthepurchaseofinvestmentproducts
(43%),higherdepositinterestrates(42%)ordiscountsonlifestyle
activities,suchasbookingentertainmentticketsorpurchasingmovie
tickets(42%).Slightlyfewer(39%)sayaquickerturnaroundtimeon
sometransactionswouldenticethemtotryamobile-onlybank.Not
surprisingly,convincingrespondentswhoarenotatalllikelytouse
amobile-onlybankwillbedifficult,evenwithincentives.Themost
enticingincentiveishigherinterestrates,citedby18%ofrespondents
whosaythey’renotlikelytouseamobile-onlybank.Evenfewersay
they’rehighlylikelytouseamobile-onlybankifitofferedlowerorno
feesonpurchaseofinvestmentproducts(16%),discountsonlifestyle
activities(15%)orlowerlendingrates(13%).
“Mobileofferingsarewidelybecomingacorepartofeveryfinancial
institution’sstrategy,butmobile-onlybankingisbestpositionedfor
growthindevelopingmarketswherelargeunbankedpopulationsdo
nothaveeasyaccesstophysicallocations,”saidTagg.“Withthatsaid,
however,thereisanopportunitytoexpandusageindevelopedmarkets,
too—especiallyamongyoungergenerations.Andwhilegreatdesign
andadvancedfeaturesareimportant,theyaren’tsufficient.Thevalue
propositionmustbestrongenoughthatconsumersnotonlyarewilling
togiveupthein-personbenefitsofbranchaccess,butalsoaregetting
uniquevalue-addedservicesinreturn.”
Themobile-onlybankalsoisincrediblycomplexforoperators.Notonly
mustthemobileappberobustenoughtoensurecustomerscando
everythingandreceivetop-qualitysupport,butitmustalsofunctionwell
acrossavarietyofdevicesandoperatingsystemsthatareconstantly
evolvingandoutsideofthecontrolofoperators.
45% OF GLOBAL RESPONDENTS SAY THEY’RE SOMEWHAT LIKELY TO USE A MOBILE-ONLY BANK. WHAT INCENTIVES ARE MOST LIKELY TO CONVERT THEM TO USERS?
Base:Respondentswhoaresomewhatlikelytouseamobile-onlybankSource:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
NOT LIKELY
SOMEWHAT LIKELY
HIGHLY LIKELY
A straight-through process on loan applications (i.e., upload all income documents and you’ll be able to apply)28% | 55% | 17%
Discounts on lifestyle activities, such as booking entertainment tickets or purchasing movie tickets42% | 49% | 9%
Lower lending rates32% | 51% | 17%
Lower or no fees on purchase of investment products43% | 48% | 9%
Higher deposit interest rates42% | 45% | 13%
Quicker turnaround time on some transactions39% | 53% | 8%
17Copyright © 2016 The Nielsen Company
MONEY ON THE MOVEConsumersaren’tjustusingtheirmobiledevicestoshop,check
theirbankaccountstatusortransfermoneybetweentheiraccounts.
They’realsousingthemtopayorcollectremittancesforgoods
orservices.Themobile-paymentsspaceisquicklyevolving,with
traditionalfinancialinstitutions,retailers,techgiantsandsmallstart-
upsallgettinginontheaction.Theresult?Anincrediblycrowdedand
complexenvironment.
Whilemobilepaymentsincludebothpeer-to-peerandphysical
point-of-saletransactions,theformeraremorepopularthanthe
latter,especiallyinemergingmarkets.Morethanone-thirdofglobal
respondentssaythey’rehighlylikelytotransfermoneyto(36%)andor
receivemoneyfrom(34%)anotherpersonusingtheirmobiledevice
inthenextsixmonths.Ingeneral,respondentsinemergingmarkets
aremorelikelytosaythey’llparticipateinpeer-to-peerpaymentsthan
thoseindevelopedmarkets.Eightofthe10marketsthatexceedthe
globalaveragewithregardtothelikelihoodoftransferringmoneyto
anotherpersonusingamobiledeviceareemergingmarkets,and11
of13countrieswherethelikelihoodofreceivingmoneyisabovethe
globalaverageareemergingmarkets.
“Emergingmarketshavesetthepacewhenitcomestomobile-
paymentadoptionanduse,”saidTagg.“Withsizeableunbanked
populationsthatdependheavilyoncash,mobilepaymentsfillan
importantgap,andtheyhavebeenthefocusofextensiveinnovation
effortsinsomeemergingmarkets.Infact,it’slikelythatsome
countrieswilllargelyskipoverthetraditionalpaymentmodels
centeredonbankaccountsandcreditcardsthatdominatein
developedmarkets,andinsteadwillrelyalmostexclusivelyondigital
toolsformanagingandmovingmoney.”
EMERGING MARKETS LEAD THE WAY IN MOBILE PEER-TO-PEER MONEY TRANSFERS
OF GLOBAL RESPONDENTS SAY THEY ARE HIGHLY LIKELY TO TRANSFER MONEY DIRECTLY TO ANOTHER PERSON IN THE NEXT SIX MONTHS
OF GLOBAL RESPONDENTS SAY THEY ARE HIGHLY LIKELY TO RECIEVE MONEY DIRECTLY FROM ANOTHER PERSON IN THE NEXT SIX MONTHS
CHINA 57%DENMARK 57%INDONESIA 51%INDIA 50%VENEZUELA 50%SOUTH AFRICA 49%THAILAND 48%SWEDEN 42%TURKEY 41%CHILE 40%
DENMARK 56%INDONESIA 54%INDIA 51%SOUTH AFRICA 49%VENEZUELA 48%THAILAND 47%CHINA 46%CHILE 43%TURKEY 41%SWEDEN 40%VIETNAM 38%PHILIPPINES 37%BRAZIL 36%
36%
34%
COUNTRIES THAT EXCEED THE GLOBAL AVERAGE
COUNTRIES THAT EXCEED THE GLOBAL AVERAGE
18 GLOBAL MOBILE MONEY REPORT
Only28%ofglobalrespondentsarehighlylikelytouse
mobilepaymentsinbars,restaurantsorretailstores
(mobileproximitypayments).India(46%)andChina
(45%)aretheonlymarketswherethelikelihoodofusing
mobilepaymentsinstoresexceedstheglobalaverage.In
India,theuseofmobilepaymentsisdrivenbyaseveral
factors,includingatechnologically-savvypopulation,
highmobilepenetration,aproliferationofaffordable
devicesandcomparativelyinexpenisveinternetaccess.
InChina,mobileproximitypaymentsareextremely
commoninlargecities.Consumerscanpaywith
theirmobileWeChataccountbyscanningQR(quick-
response)codes,whichareacceptedbyawiderangeof
merchants,fromupmarketrestaurantstohawkerson
thestreetandeventransportationservices.
Insomeoftheworld’smosttechnologicallyadvanced
andprogressiveeconomies,however,thelikelihoodthat
consumerswillusemobileproximitypaymentsisfairly
low.Forexample,only15%ofrespondentsinKorea,
11%inJapanand10%inHongKongsaythey’rehighly
likelytousemobilepaymentsinastoreinthenextsix
months.Whyisadoptionsolowinthesemarkets?In
part,it’sbecauseofthepopularityofalternativepayment
tools.InHongKong,onesuchexampleisOctopus,
areusablepay-as-you-gocardforretailshopsand
transportation.Inaddition,contactlessdebitorcredit
cardsthatusenear-fieldcommunication(NFC)are
popularinsomemarkets.
“Consumersaremorelikelytomigratefirstto
contactlesscardsandtakeawait-and-seeapproach
tonewlyintroducedmobile-paymentchannelssuch
asApplePay(whichonlybecameavailableinthepast
sixmonthsinHongKongandtheU.K.),particularly
becausecontactlessreaders,whilewidespread,are
notuniversal,meaningmostpeoplewillstillneedto
carryaphysicalcardincasetheirmobiledeviceisnot
compatiblewithreaders,”saidTagg.
19Copyright © 2016 The Nielsen Company
EUROPE
AFRICA/ MIDDLE EAST
LATIN AMERICA
ASIA-PACIFIC
NORTH AMERICA
MOBILE-PAYMENT ACTIVITIES BY REGION
TRANSFER MONEY DIRECTLY TO ANOTHER PERSON
USE A MOBILE APP TO MAKE A PURCHASE
RECEIVE MONEY FROM ANOTHER PERSON
USE MOBILE PAYMENTS IN BARS, RESTAURANTS, RETAIL STORES
EUROPE
AFRICA/ MIDDLE EAST
LATIN AMERICA
ASIA-PACIFIC
NORTH AMERICA
Note:Figuresmaynotequal100%duetoroundingBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
25% 55%20%
37% 33%30%
33% 35%32%
29% 51%20%
39% 18%43%
25% 19%57%
35% 27%38%
30% 28%42%
29% 21%50%
36% 48%16%
28%30% 53%34% 19%37%
30%38% 51%28% 19%34%
30%34% 52%37% 18%29%
23%32% 64%23% 13%45%
38%31% 25%58% 37%11%
SOMEWHAT LIKELYNOT LIKELY
HIGHLY LIKELY
SOMEWHAT LIKELYNOT LIKELY
HIGHLY LIKELY
LIKELIHOOD OF PARTICIPATING IN ACTIVITY IN THE NEXT SIX MONTHS
20 GLOBAL MOBILE MONEY REPORT
Whenitcomestousingmobiledevicestomakepayments,thereis
alargegenerationgap.Morethanfourin10Millennialsworldwide
saythey’rehighlylikelytotransfermoneyto(45%)orreceivemoney
from(44%)anotherpersonviamobileinthenextsixmonths,while
lessthanone-fifthofBabyBoomersarehighlylikelytodoso(18%
and16%,respectively).Moreover,morethanone-thirdofMillennials
(35%)saythey’rehighlylikelytousemobilepaymentsinstoresorin
barsandrestaurants,roughlythreetimesthenumberofBoomersand
SilentGenerationrespondentsthatarelikelytodoso(13%and11%,
respectively).
21Copyright © 2016 The Nielsen Company
MOBILE-PAYMENT USE BY GENERATION
TRANSFER MONEY DIRECTLY TO ANOTHER PERSON
USE A MOBILE APP TO MAKE A PURCHASE
RECEIVE MONEY FROM ANOTHER PERSON
USE MOBILE PAYMENTS IN BARS, RESTAURANTS, RETAIL STORES
Note:Figuresmaynotequal100%duetoroundingBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
15% 75%10%
38% 31%31%
28% 56%16%
36% 20%44%
38% 30%32%
18% 11%72%
34% 36%30%
28% 18%54%
34% 45%21%
35% 29%36%
13%26% 75%14% 11%60%
33%32% 40%45% 27%23%
27%32% 59%26% 13%42%
35%31% 30%53% 35%15%
36%35% 45%41% 19%25%
SOMEWHAT LIKELYNOT LIKELY
HIGHLY LIKELY
SOMEWHAT LIKELYNOT LIKELY
HIGHLY LIKELY
GENERATION X (35-49)
GENERATION X (35-49)
BABY BOOMERS
(50-64)
BABY BOOMERS
(50-64)
SILENT GENERATION
(65+)
SILENT GENERATION
(65+)
MILLENNIALS (21-34)
MILLENNIALS (21-34)
GENERATION Z (15-20)
GENERATION Z (15-20)
LIKELIHOOD OF PARTICIPATING IN ACTIVITY IN THE NEXT SIX MONTHS
22 GLOBAL MOBILE MONEY REPORT
SAFETY, SPEED AND SAVINGS DEFINE THE PATH TO MOBILE PAYMENT ADOPTION Aswasthecaseformobilebanking,theprimaryreasonsrespondents
areunlikelytousemobilepaymentsaresecurity(53%)andaperceived
lackofneed(33%).Giventheavailabilityofcontactlesscardsinmany
markets,consumersmaynotevenbeawareofwhetherretailershave
adoptedmobile-paymenttechnology,becausetheyseelittlereasonto
changetheirpurchasinghabits.
Base:AllrespondentswhosaidtheywerenotlikelytoconductmobilepaymentactivitiesinthenextsixmonthsSource:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
58%
48%
47% 58
%
50%
28% 36
%
32%
33% 38
%
12%
8% 16%
11%
7%
I’M CONCERNED ABOUT SECURITY
I DO NOT HAVE A NEED FOR MOBILE PAYMENTS
MOBILE-PAYMENT BARRIERS
TOP REASONS RESPONDENTS ARE NOT LIKELY TO PARTICIPATE IN MOBILE-PAYMENT ACTIVITIES IN THE NEXT SIX MONTHS
LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA
14%
14%
11%
13%
15%
MY DEVICE SCREEN IS TOO SMALL
RETAILERS I VISIT DO NOT ACCEPT MOBILE PAYMENTS
23Copyright © 2016 The Nielsen Company
Sohowcanretailersandfinancialservicesprovidersencouragegreater
adoptionanduseofmobile-paymentsystems?Enhancingsecurity
seemscommonsense,butbuildingtrustisacriticalfirststepin
encouragingwideradoption.Fifty-sixpercentofglobalrespondentssay
enhancedsecurityfeatureswouldencouragethemtomakeamobile
paymentormakemoremobilepayments.
Retailersmustalsofindwaystoaddvaluetothemobile-payment
experienceandgiveconsumersareasontochangeingrainedbehaviors.
Morethanfourin10saythey’dtrymobilepaymentsorusethemmore
iftheyreceivedmobile-exclusiveincentives,loyaltyperksorrewards
(44%)orifcheckingoutwasfasterthanwithtraditionalmethods(44%).
Currently,contactlesscardpaymentsarefasterthanmobileinmany
markets,becausetheyrequirefewerclicks;consumersjustholdtheir
cardnexttothereaderanddon’tneedtoauthorizethetransaction.
Consequently,developingwaystospeedupthemobile-paymentprocess
willbecriticalindrivingadoption.
Aroundtheworld,SouthAfricahasthehighestpercentageof
respondentswhosaymobile-exclusiverewardswouldencouragethem
totryamobilepaymentorusemobilepaymentsmorefrequently(65%).
RoundingoutthetopfivearefourAsianmarkets:thePhilippines(63%),
India(60%),Singapore(58%)andMalaysia(55%).Similarly,whenit
comestospeediercheckoutformobilepaymentusers,fourofthetop
fivemarketswiththestrongestlevelofagreementareinAsia.Indonesia,
ThailandandVietnamleadtheway(65%each),followedbyVenezuela
(59%)andChina(52%).Chinainparticularisuniquelypositionedto
deliverunparalleledspeedandeaseviamobiledevice.Somestoresthere
willletconsumersscanaQRcode,payviaWePayandreceivesame-
daydeliverytotheirhome.Mostmaturemarketssimplydon’thavethe
supplychaininfrastructuretodeliverthiskindofbenefit.Therefore,
additionalvalueisnotderivedfromconnectedmobilecommunication
andpaymentsystems.
Mobile-paymentsystemsgiveretailersandfinancialservicesfirmsthe
opportunitytocollectmoredataaboutconsumerpurchasesandprovide
morerelevantoffersbasedonthisinformation.Butwhiletheability
tooffergreaterpersonalizationisoneofthemostenticingbenefitsof
mobilepaymentsforbrands,itsinfluenceonconsumersappearstobe
somewhatlimited.Onlyone-thirdofglobalrespondents(32%)saythe
abilitytoreceivemorerelevantoffersandadswouldencouragethemto
makeamobilepaymentormakemoremobilepayments.Tailoredads
andoffersaremorecompellinginChina(52%),India(48%),Vietnam
(43%)andEgypt(40%)thantheyareglobally.
24 GLOBAL MOBILE MONEY REPORT
Mobilepaymentsfaceasteeperclimbinmaturemarkets.One-fifthof
respondentsinNorthAmerica(22%)andEurope(20%)saynoincentive
couldmotivatethemtotryorincreasetheiruseofmobilepayments,
comparedwith9%inAfrica/MiddleEast,8%inLatinAmericaand4%
inAsia-Pacific.Roughlyone-thirdofrespondentsintheU.K.(33%),
Denmark(32%),Estonia(32%),Finland(32%),Australia(32%)andNew
Zealand(30%),andmorethanone-fifthinCanada(24%)andtheU.S.
(21%)saynoincentivecouldmotivatethemtotrymobilepaymentsor
increasetheiruse.
ENHANCED SECURITY FEATURES
INCENTIVES/LOYALTY/REWARDS AVAILABLE ONLY TO MOBILE- PAYMENT USERS
SPEEDIER CHECKOUT COMPARED TO TRADITIONAL PAYMENT METHODS
THE ABILITY TO RECEIVE MORE RELEVANT OFFERS AND ADS
INCENTIVES TO ENCOURAGE MOBILE-PAYMENT USE
PERCENTAGE WHO SAY INCENTIVE WOULD ENCOURAGE THEM TO USE MOBILE PAYMENTS OR INCREASE NUMBER OF MOBILE PAYMENTS THEY MAKE
LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
40%40%41%
32%51%
21%21%
32%12%
43%
47%57%
49%46%
62%
27%45%44%
34%51%
25Copyright © 2016 The Nielsen Company
“Indevelopedmarkets,thetangiblebenefitsofusingmobilepayments
overanotherkindofsystemaren’tcleartomanyconsumers,”said
Tagg.“Thereisnopointofuniquenessordifferenceotherthanuse
ofyourmobilephoneratherthanacard.Indevelopingmarkets,the
infrastructuresaremoreflexibleandthereismorecross-platform
integration(thinkAlipayandAlibabaorWeChatandWePay,whichdeliver
enhancedbenefitsthroughtheuseofintegratedtechnology).Thisis
missingindevelopedmarkets,wherethetechhasbeendivergentor
hasn’tbeenclosed-loop.”
Notsurprisingly,mobilepaymentsalsofaceasteeperclimbamong
matureconsumers.Enhancedsecurityfeaturesarethemostinfluential
improvementorincentiveamongrespondentsofallages.Younger
respondents,however,aremoreresponsivetomobile-exclusiverewards
(49%ofMillennialsversus33%ofBabyBoomers),speediercheckout
(48%versus33%)andpersonalizedadsandoffers(38%versus16%).
STRATEGY FOR MOBILE-PAYMENTS SUCCESS
Identify and emphasize the value-add.Betterconnectivityanddelivery
oftangiblebenefitsthroughoutthepaymentandpurchaseprocess
willdrivegreaterusage.MobilepaymentsmayaccelerateintheU.S.,
wherecardswithchip-and-signtechnology(whichuseanembedded
securitychipandrequireuserstosignfortheirpurchases)actually
delaythepurchaseprocessandmaypushconsumerstousemobile
payments.However,inmarketssuchasHongKongandtheU.K.,
wherecontactlesspaymentspoweredbyNFCchipsalreadyspeed
upthepurchasingprocess,therewillneedtobeamoremeaningful
reasontoincorporatemobilepaymentsintoconsumers’daily
routines.
Twopotentialmodelsfordrivingadoptionhaveemerged:integrated
banking,similartowhathasoccurredinSweden,andatech-driven
approach,similartowhathasoccurredinChina,inwhichtech
companiesprovidethemeansforseamlesspurchasetransactionsand
transfers.
26 GLOBAL MOBILE MONEY REPORT
MOBILE-PAYMENTS INCENTIVES BY GENERATION
PERCENTAGE WHO SAY INCENTIVES WOULD ENCOURAGE THEM TO USE MOBILE PAYMENTS OR INCREASE THE NUMBER OF MOBILE PAYMENTS THEY MAKE
Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016
THE ABILITY TO RECEIVE MORE RELEVANT OFFERS AND ADS
NONE OF THESE INCENTIVES WOULD MOTIVATE ME TO TRY MOBILE PAYMENTS OR INCREASE MY USE
INCENTIVES/LOYALTY/REWARDS AVAILABLE ONLY TO MOBILE-PAYMENT USERS
SPEEDIER CHECKOUT COMPARED TO TRADITIONAL PAYMENT METHODS
ENHANCED SECURITY FEATURES
GENERATION Z (15-20)
MILLENNIALS (21-34)
BABY BOOMERS (50-64)
SILENT GENERATION
(65+)
GENERATION X (35-49)
58%
58%
55%
44%47%
49%
45%
33%
25% 42%
48%
45%
33%
28% 46%
38%
32%
16%
10%
32%5%
9%
21%10%
34%
27Copyright © 2016 The Nielsen Company
COUNTRIES IN THE GLOBAL SURVEY
MARKET INTERNET PENETRATION
Australia 93%
China 52%
HongKong 80%
India 37%
Indonesia 34%
Japan 91%
Malaysia 68%
NewZealand 94%
Philippines 53%
Singapore 81%
South Korea 92%
Taiwan 84%
Thailand 60%
Vietnam 52%
ASIA-PACIFIC
MARKET INTERNET PENETRATION
Egypt 37%
Morocco 61%
Pakistan 18%
SaudiArabia 65%
SouthAfrica 49%
UnitedArabEmirates
92%
AFRICA/MIDDLE EAST
MARKET INTERNET PENETRATION
Canada 93%
UnitedStates 87%
NORTH AMERICA
EUROPE
MARKET INTERNET PENETRATION
Austria 83%
Belarus 59%
Belgium 85%
Bulgaria 57%
Croatia 75%
CzechRepublic 80%
Denmark 96%
Estonia 84%
Finland 94%
France 84%
Germany 88%
Greece 63%
Hungary 76%
Ireland 83%
Israel 73%
Italy 62%
Kazakhstan 54%
Latvia 82%
Lithuania 82%
Netherlands 96%
Norway 96%
Poland 68%
Portugal 68%
Romania 56%
Russia 71%
Serbia 66%
Slovakia 83%
Slovenia 73%
Spain 77%
Sweden 95%
Switzerland 87%
Turkey 60%
UnitedKingdom 92%
Ukraine 43%
MARKET INTERNET PENETRATION
LATIN AMERICA
Argentina 79%
Brazil 68%
Chile 80%
Colombia 59%
Mexico 56%
Peru 59%
Venezuela 62%
Source:MiniwattsMarketing,Internet World Stats,Jun.30,2016(EuropeisupdatedthroughNov.30,2015),www.internetworldstats.com
28 GLOBAL MOBILE MONEY REPORT
ABOUT THE NIELSEN GLOBAL SURVEYTheNielsenMobileShopping,BankingandPaymentSurveywasconducted
March1–23,2016,andpolledonlineconsumersin63countriesthroughout
Asia-Pacific,Europe,LatinAmerica,theMiddleEast/AfricaandNorth
America.Thesampleforbothsurveysincludesinternetuserswhoagreed
toparticipateinthissurveyandhasquotasbasedonageandsexforeach
country.Itisweightedtoberepresentativeofinternetconsumersbycountry.
Becausethesampleisbasedonthosewhoagreedtoparticipate,noestimates
oftheoreticalsamplingerrorcanbecalculated.However,aprobabilitysample
ofequivalentsizewouldhaveamarginoferrorof±0.6%atthegloballevel.
ThisNielsensurveyisbasedonlyonthebehaviorofrespondentswithonline
access.Internetpenetrationratesvarybycountry.Nielsenusesaminimum
reportingstandardof60%internetpenetrationoranonlinepopulationof10
millionforsurveyinclusion.
ABOUT NIELSENNielsenHoldingsplc(NYSE:NLSN)isaglobalperformancemanagement
companythatprovidesacomprehensiveunderstandingofwhatconsumers
watchandbuy.Nielsen’sWatchsegmentprovidesmediaandadvertising
clientswithTotalAudiencemeasurementservicesforalldevicesonwhich
content—video,audioandtext—isconsumed.TheBuysegmentoffers
consumerpackagedgoodsmanufacturersandretailerstheindustry’sonly
globalviewofretailperformancemeasurement.Byintegratinginformation
fromitsWatchandBuysegmentsandotherdatasources,Nielsenalso
providesitsclientswithanalyticsthathelpimproveperformance.Nielsen,
anS&P500company,hasoperationsinover100countries,coveringmore
than90%oftheworld’spopulation.
Formoreinformation,visitwww.nielsen.com.
Copyright©2016TheNielsenCompany.Allrightsreserved.Nielsenand
theNielsenlogoaretrademarksorregisteredtrademarksofCZT/ACN
Trademarks,L.L.C.Otherproductandservicenamesaretrademarksor
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