Pymnts Survey: Only 6 Percent of People With iPhones Use Apple Pay In-Store

Karen Webster, writing for the oddly-named Pymnts:

Seven years post-launch, new PYMNTS data shows that 93.9% of consumers with Apple Pay activated on their iPhones do not use it in-store to pay for purchases.

That means only 6.1% do.

That finding is based on PYMNTS’ national study of 3,671 U.S. consumers conducted between Aug. 3-10, 2021. After seven years, Apple Pay’s adoption and usage isn’t much larger than it was 2015 (5.1%), a year after its launch, and is the same as it was in 2019, the last full year before the pandemic.

It doesn’t really make sense to me that adoption isn’t much higher than it was in 2015, and if these survey results are accurate, I find them surprisingly low. I’d have guessed somewhere in the 15–20 percent range. If it’s true adoption is this low, I think one factor could be first impressions — my wife got turned off by Apple Pay in the earlier years because so many retail terminals that supposedly accepted it were so finicky. Using an old-fashioned credit card was more reliable. Also, habits. But I use Apple Pay today whenever I can, and I find it more reliable than tap-and-pay with a physical card.

Nick Heer, writing at Pixel Envy:

This survey shows an approximately flat use rate from 2019 through 2021, down slightly from 2018. Webster writes that the pandemic ought to have “changed the trajectory of Apple Pay” as “contactless and touchless have become the consumer’s checkout mantra”. But anyone with a Face ID-equipped iPhone can tell you that wearing a mask requires you to authenticate by using your passcode, so it has been far easier for the past eighteen months to simply tap a card. That is probably true generally, as well; Apple Pay may have better privacy and security, but it is no easier to use than a card that supports tap to pay, even without the added complication of pandemic precautions.

Apple Pay with Apple Watch works well while wearing a face mask, but using your iPhone sucks.

Tuesday, 7 September 2021