YouGov: Awareness growing for “contactless technology”

Latest research from YouGov’s Mobile Wallet tracking study reveals that awareness of “contactless technology” in mobile payments continues to increase…

Over a third of the UK population are aware of the technology (36%), while awareness of NFC (near field communications) is at 12%.

However, despite the recent launches of Barclays Pingit, Orange Quick Tap and O2 Wallet, marketing communications that promote the use of this technology have not made the desired impact.

Although “speed” and “convenience” have been communicated, and are the top two considerations for usage, the issue of “security” remains paramount in order to mitigate the market’s cynicism.

Indeed, just 12% of the UK population intends to adopt mobile payment technology over the next two years. In addition, consumers will also require a little quid-pro-quo from the industry, such as consolidating loyalty cards and discounts on purchases.

John Gilbert, consulting director for YouGov’s technology and telecoms sector summarised: “The market is saying: ‘speed and convenience is all well and good, but it has to be secure.  Besides, what’s in it for me?’

“Furthermore, there appears to be some confusion as to which ‘pillar’ of the industry will take charge – handset manufacturers? Banks? Mobile operators? Retailers? Until issues of security and standardisation of practices and technology are resolved, future adoption will continue to stall.”

Gilbert continued: “Perhaps the Olympic Games in London this summer will boost awareness and demand for contactless payments. This premise will be measured by YouGov over the next few months.”