Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Shoppers Embrace Mobile for Everything Except Payments

But consumers do like retailers' mobile wallets

Mobile has become integral to the shopping experience, yet when it comes to transacting—especially in store—US consumers still aren't fully on board.

According to an August 2018 GfK survey, attitudes toward mobile devices have shifted favorably in the past three years. In 2018, 45% of US internet users agree that their mobile device is quickly becoming their most important shopping tool, up from 29% in 2015. More also agreed that mobile social networks were becoming as influential as other information sources (36% vs. 27%). A desire to buy more products via mobile payments had lower levels of interest (28%) but had increased 11 percentage points over 2015.

The most common smartphone activity while shopping is comparing prices (36%) while 30% gather product information and read product reviews. Fewer transact via mobile (26%) and far fewer pay in store with a mobile phone (17%).

We put the number of US proximity mobile payment users at 55.0 million this year, which is 20.2% of the population. That's not far off from GfK's figure, which is based more broadly on internet users. We expect the number of users to increase to 74.9 million by 2022.

While mobile payments have taken off in APAC, driven by China adoption in the US has been sluggish. According to GfK, security concerns are holding some back from adopting mobile payments. More than half (59%) of US internet users were worried about the security of personal information, the same figure as last year and up from 52% in 2015.

US shoppers are also acclimated to using credit and debit cards and retailers have been slow to provide mobile payment options. Currently, Starbucks' payment solution has more users in the US than platforms like Apple Pay, Google Pay or Samsung Pay. Likewise, Walmart and Target have tapped into the US consumer preference for branded mobile wallets that integrate location, loyalty and offers.

In fact, according to a March 2018 Vibes survey, the top two factors that would encourage US smartphone owners to try a mobile wallet were promotions and offers (30%) and the ability to organize things like coupons and loyalty cards (27%).