Consumers might be using mobile wallets from Apple, Google and Samsung more these days, but it doesn’t necessarily follow that they’re recommending these payment brands to friends and family, according to a study from Auriemma Consulting Group.
Auriemma found that while the use of the three Pays has increased five points over the past year, to 34 percent, the number of survey participants who said they would not recommend the service rose 11 points, to 42 percent.
“The influx of new players makes the future of the Big Three uncertain,” Jaclyn Holmes, director of payment insights at Auriemma, said in a press release on the study. “Being first to market hasn’t given Apple, Google, or Samsung a leg up on mobile payment newcomers. Providers who are able to deliver a more positive, reliable pay experience are most likely to encourage continued pay usage, while others may struggle in the years ahead.”
Sentiment against recommendation was strongest among the least active users (87 percent very inactive versus 6 percent very active). This suggests that getting consumers into the habit of paying via mobile is a key to success for the payment provider.
Auriemma said that merchant-branded mobile payments might be in a better position to entice consumers to become habitual users.