EMV in the US: Are we ready for EMV in the US to join global parity? Javelin Strategy & Research's infographic depicts the critical obstacles that are hindering EMV. Only 1 in 5 small merchants are knowledgeable about EMV. Only 1.5% of cards and less than 10% of terminals are EMV-enabled in the US currently. This graphic resulted from a large study of EMV readiness "EMV in USA: Assessment of Merchant and Card Issuer Readiness" report.

1. Recommendations to Promote EMV Adoption
Set up a roadmap for retiring
magnetic-stripe cards from payments.
Develop a holistic fraud management
strategy with EMV as a key component.
Educate consumers about the
different user experience and
benefits.
Educate merchants immediately to
build a drumbeat for EMV transition.
What to Expect
Counterfeit liability shift: Merchants with EMV-enabled POS terminals protected
from fraud liability
Javelin expects only 29% of credit cards and 17% of debit/prepaid cards to be
EMV-enabled in 2015, and 53% of POS terminals will accept EMV cards
ATM counterfeit liability shift
Unattended fuel pump liability shift
Oct 2015
Dec 2015
Oct 2016
Oct 2017
Javelin Strategy & Research, a Greenwich Associates LLC company,
provides strategic insights into customer transactions, increasing sustainable
profits for financial institutions, government, payments companies, merchants
and other technology providers.
1 Rates of U.S. as of 2014, rates of LATAM and Western Europe as of fall 2011.
2 Small merchants are those with less than $10M in revenue.
To view the full report EMV in USA: Assessment of Merchant and Card Issuer
Readiness, visit www.javelinstrategy.com/brochure/321.
Stamford . Pleasanton . London . Toronto . Tokyo . Singaporewww.javelinstrategy.com
925-225-9100
EMV chip technology is the global standard for credit and debit-card payments. This
smart-chip technology provides payment vehicles—cards and mobile phones—with
embedded microprocessor chips that store and protect cardholder data.
How Ready Are We For
EMV?
United States Western Europe
1.5%
U.S. Lags in Global EMV Adoption
1
80%
Latin America
Merchants Are Not Ready for EMV Transition U.S. Infrastructure Upgrade Is Vast
Only 1.5% of cards and 10% of
terminals are EMV-enabled today
Why U.S. EMV Adoption Rates Are So Low
Cards
1.2B
Fraud Losses
POS Terminals
8M
Card fraud has not increased dramatically in U.S.
Frequency
Time
Just 1 in 5 small merchants2
is EMV-capable today
40%