Using location data to personalize ads has given a lift to marketers trying to engage with their target audience. But driving customers into the store? That's not so clear.
User acquisition is a major app marketing goal, but the next step for retailers is boosting users' lifetime value, since fostering loyalty can pay off down the road.
Starbucks will remain the most popular proximity mobile payment app, staying ahead of Apple Pay and other competitors, according to eMarketer’s latest forecast on US proximity mobile payments.
Apps have been shown to be responsible for more sales than the mobile web—and even desktop, which would imply that buyers via app are valuable. But how many US consumers use them?
The user base in the US is split among operating systems and also fragmented across services like PayPal, bank-specific ventures like Chase Pay and retailer solutions like Walmart Pay.
According to a February 2018 survey of US internet users by CivicScience, only 1% of respondents use mobile payments as their primary payment method.
Consumers across the globe are warming up to proximity mobile payments. In 2018, for the first time, more than one-third of smartphone users ages 14 and older will use a mobile phone to pay for a purchase at a physical point of sale at least once every six months.
Retailers deploying mobile point-of-sale technology aren’t just offering convenience to customers, they’re potentially adding to their bottom line.
The use of mobile payments has risen substantially around the world over the past two years, but the bulk of the gain has come from Asia-Pacific markets, according to GlobalWebIndex survey data.
About one-third of US adults use a mobile phone to look for nearby deals while shopping, and millennials—particularly female millennials—are considerably more likely to do so.