Survey shows that consumers are in the dark about NFC
The majority of consumers are still in the dark about NFC systems and would avoid paying for goods and services via their mobile even if they were able, according to new research.
A study by shopping website VoucherCodes.co.uk has revealed that over 60% of consumers would avoid making payments through their mobile, while a further 17% would be interested, but would be worried about the technology working. The most common reason for avoiding mobile payments were fears about safety, with over a third of consumers worrying about the security of the technology.
Despite a recent flurry of activity from Apple and Google around their NFC offerings, when asked which company consumers would trust to handle their mobile payments, the biggest winners were established providers. Visa was the considered the safest bet for 30% of consumers, with PayPal placed second with 20% and MasterCard third with 18%. In contrast Apple was the brand of choice for only 6% of those surveyed, and Google for just 4%.
The research also showed that there was very little penetration from any mobile payment brands in terms of consumer awareness, with 55% of respondents unable to name a single service. One in five had heard of Google Wallet and around one in ten had heard of MasterCard PassPay and Visa payWave.
Never Miss a Retail Update!Duncan Jennings, co-founder of VoucherCodes.co.uk commented: “With NFC and other mobile payment systems still very much on the fringe in the UK, it’s no surprise to learn that most people are confused and a little wary about adopting the technology.
“However while low levels of awareness are clearly a challenge for service providers, they also represents a massive opportunity for brands to win the trust of consumers and cement their position in this increasingly competitive space.”
