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The Way We Pay:
e- and m-Commerce Trends
A Survey by Visa and GfK Research
Published October 2013
2The Way We Pay: e- and m-Commerce Trends | October 2013 2The Way We Pay: e- and m-Commerce Trends | October 2013
eCommerce Grows Up
• More than half of respondents – among almost all ages, incomes and
regions – said they’re more comfortable spending money online today
than five years ago
• West Coast inhabitants were significantly more likely than those in the
Northeast or Midwest to say they are more comfortable spending money
online today than they were five years ago
• West Coasters are (60%) more
likely to own a smartphone than
those in the Northeast and Midwest
(46%)
• Respondents on the West Coast
(37%) are more likely than those
in the Midwest (21%) or South
(25%) to have purchased
something online with their
smartphone
Rockies/
Plains
Midwest
South
West Coast
Northeast
3The Way We Pay: e- and m-Commerce Trends | October 2013 3The Way We Pay: e- and m-Commerce Trends | October 2013
Mobile Commerce Poised for Growth
• 27% of smartphone owners have used their phone to
make a purchase online in the last 12 months
• 24% have used a tablet to make a purchase from an
online merchant in the past 12 months
• 15% indicate they have scanned a QR code on their
smartphone to make a purchase
• 86% said they have not used their smartphone to make a
purchase while in a retail store or other physical location
v
v
4The Way We Pay: e- and m-Commerce Trends | October 2013 4The Way We Pay: e- and m-Commerce Trends | October 2013
New Ways to Pay with a Mobile Phone
20%
22%
19%
26%
30%
0%
20% of respondents said that if available,
they’d use their smartphone to pay back
friends
22% indicated they’d use their
smartphone to pay at parking meters
19% would use their mobile device to tip
26% indicated they would make purchases
with their mobile devices at gas stations
30% said they’d use their mobile
device to pay for public transportation
5The Way We Pay: e- and m-Commerce Trends | October 2013 5The Way We Pay: e- and m-Commerce Trends | October 2013
Showrooming Becoming a Thing of the Past
53%
of respondents
never go to a
retail store to see
or test a product
before buying
online 26%
of respondents go
to a retail store to
see or test a
product a few
times a year, with
no intention to buy
12%
of respondents go
to a retail store to
see or test a
product once a
month, with no
intention to buy
Who is going to retail stores with no intention to buy?
6The Way We Pay: e- and m-Commerce Trends | October 2013 6The Way We Pay: e- and m-Commerce Trends | October 2013
Payment Behaviors are Evolving
49%
indicate that having to set
up an account with each
new online retailer is the
most annoying aspect of
online shopping
35%
do most of their online
shopping while at home
or during their leisure
time
Sign Up
7The Way We Pay: e- and m-Commerce Trends | October 2013 7The Way We Pay: e- and m-Commerce Trends | October 2013
Consumers See a Future for Digital Wallets
• 57% of respondents said that digital wallets
already have, will or may replace a physical
wallet in the next five years, compared to
43% who said it will never happen
• 28% indicated that there’s a possibility
digital wallets will become mainstream in the
next five years - those in the 25 to 64 age
range are more likely to believe this
8The Way We Pay: e- and m-Commerce Trends | October 2013 8The Way We Pay: e- and m-Commerce Trends | October 2013
Moving Toward a Cashless Society?
Respondents carry less
than $20 in their wallet,
on average
Women are significantly more
likely than men to carry less
than $10 in their wallet
(30% compared to 16%, respectively)
Carry
less than
$10
Carry
$100or more
Men are significantly more
likely than women to carry
$100 or more in their wallet
(21% compared to 5%, respectively)
26%
40%
Carry between $20 - $50
Methodology
This survey was conducted through a telephone omnibus survey by GfK Custom Research’s OmniTel
service in August 2013. The omnibus methodology provides nationally projectable results through a
probability sample of 1,000 U.S. adults 18 years of age and older (500 male and 500 female) living in
private households in the continental United States.
9The Way We Pay: e- and m-Commerce Trends | October 2014

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The Way We Pay: e- and m-Commerce Trends

  • 1. The Way We Pay: e- and m-Commerce Trends A Survey by Visa and GfK Research Published October 2013
  • 2. 2The Way We Pay: e- and m-Commerce Trends | October 2013 2The Way We Pay: e- and m-Commerce Trends | October 2013 eCommerce Grows Up • More than half of respondents – among almost all ages, incomes and regions – said they’re more comfortable spending money online today than five years ago • West Coast inhabitants were significantly more likely than those in the Northeast or Midwest to say they are more comfortable spending money online today than they were five years ago • West Coasters are (60%) more likely to own a smartphone than those in the Northeast and Midwest (46%) • Respondents on the West Coast (37%) are more likely than those in the Midwest (21%) or South (25%) to have purchased something online with their smartphone Rockies/ Plains Midwest South West Coast Northeast
  • 3. 3The Way We Pay: e- and m-Commerce Trends | October 2013 3The Way We Pay: e- and m-Commerce Trends | October 2013 Mobile Commerce Poised for Growth • 27% of smartphone owners have used their phone to make a purchase online in the last 12 months • 24% have used a tablet to make a purchase from an online merchant in the past 12 months • 15% indicate they have scanned a QR code on their smartphone to make a purchase • 86% said they have not used their smartphone to make a purchase while in a retail store or other physical location v v
  • 4. 4The Way We Pay: e- and m-Commerce Trends | October 2013 4The Way We Pay: e- and m-Commerce Trends | October 2013 New Ways to Pay with a Mobile Phone 20% 22% 19% 26% 30% 0% 20% of respondents said that if available, they’d use their smartphone to pay back friends 22% indicated they’d use their smartphone to pay at parking meters 19% would use their mobile device to tip 26% indicated they would make purchases with their mobile devices at gas stations 30% said they’d use their mobile device to pay for public transportation
  • 5. 5The Way We Pay: e- and m-Commerce Trends | October 2013 5The Way We Pay: e- and m-Commerce Trends | October 2013 Showrooming Becoming a Thing of the Past 53% of respondents never go to a retail store to see or test a product before buying online 26% of respondents go to a retail store to see or test a product a few times a year, with no intention to buy 12% of respondents go to a retail store to see or test a product once a month, with no intention to buy Who is going to retail stores with no intention to buy?
  • 6. 6The Way We Pay: e- and m-Commerce Trends | October 2013 6The Way We Pay: e- and m-Commerce Trends | October 2013 Payment Behaviors are Evolving 49% indicate that having to set up an account with each new online retailer is the most annoying aspect of online shopping 35% do most of their online shopping while at home or during their leisure time Sign Up
  • 7. 7The Way We Pay: e- and m-Commerce Trends | October 2013 7The Way We Pay: e- and m-Commerce Trends | October 2013 Consumers See a Future for Digital Wallets • 57% of respondents said that digital wallets already have, will or may replace a physical wallet in the next five years, compared to 43% who said it will never happen • 28% indicated that there’s a possibility digital wallets will become mainstream in the next five years - those in the 25 to 64 age range are more likely to believe this
  • 8. 8The Way We Pay: e- and m-Commerce Trends | October 2013 8The Way We Pay: e- and m-Commerce Trends | October 2013 Moving Toward a Cashless Society? Respondents carry less than $20 in their wallet, on average Women are significantly more likely than men to carry less than $10 in their wallet (30% compared to 16%, respectively) Carry less than $10 Carry $100or more Men are significantly more likely than women to carry $100 or more in their wallet (21% compared to 5%, respectively) 26% 40% Carry between $20 - $50
  • 9. Methodology This survey was conducted through a telephone omnibus survey by GfK Custom Research’s OmniTel service in August 2013. The omnibus methodology provides nationally projectable results through a probability sample of 1,000 U.S. adults 18 years of age and older (500 male and 500 female) living in private households in the continental United States. 9The Way We Pay: e- and m-Commerce Trends | October 2014