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Apple Pay messaging at POS drives 135% rise in mobile payments: USAT study


November 23, 2016
By Canadian Vending

Malvern, PA – Smartphone users shown digital advertising at point-of-sale through the ePort Interactive platform are more apt to pull out their iPhone to make a purchase, and even spend more, suggests a study by USA Technologies, a payment technology provider of cashless and mobile transactions in self-serve retail.

Findings by USAT after 24 weeks indicate targeted, digital advertising on USAT’s ePort Interactive platform that highlight Apple Pay availability at point-of-sale resulted in a:

  • 36.5% increase in overall sales
  • 44.6% increase in total transactions
  • 6% increase in total contactless average ticket; 18% at week 20*
  • 55.5% increase in revenue through contactless purchases, including Apple Pay; 121% at week 20*
  • 135.2% increase in overall mobile payment usage

*Weeks 21-24 historically represent a seasonal dip in visits to vending machines overall.

The study’s results suggest targeted advertising can help boost mobile wallet use, USAT said in a news release. The study found that the number of NFC or contactless mobile wallet transactions – triggered when consumers hold their smartphones up to the screens – increased by an astounding 135.2 per cent on machines with targeted messaging.

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USAT initially presented the first four weeks of data at the National Automatic Merchandising Association’s (NAMA) OneShow in Chicago in April 2016, followed by a press release in June of this year. With the release of its latest study, the company has now updated its findings to include six months of data and tracking, bolstering and extending the initial results.

“Based on our study, we believe that when businesses and operators present consumers with the option to pay for items with Apple Pay, the number of mobile payments made and the amount spent, increases,” said Maeve McKenna Duska, senior vice president of marketing and sales, USA Technologies, in the release. “The data from this study suggest that call-to-action messages underscoring speed, convenience and security of Apple Pay can act as an electronic gateway for consumers to learn about and use the mobile wallets already installed on their phones. Further, unattended markets are continuing to drive Apple Pay usage as it offers consumers a simple and convenient way to pay without cash or a credit card.”

The results of the study are clear: when consumers are asked to pay with their phones, they do. But they’re also more likely to make a purchase that they otherwise might not, regardless of how they ultimately pay for their items.

Furthermore, the numbers provide evidence that negative seasonality trends may be tempered, and even reversed, by telling consumers they have an option to pay with Apple Pay.