Insider Intelligence 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.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
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
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 Insider Intelligence

Our goal at Insider Intelligence 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 Insider Intelligence came to be.
Learn More
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 Insider Intelligence.
Contact Us
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
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

The Mobile Payments Series: US

This week, we dived into the mobile payments landscape and examined what adoption looks like across various countries like the UK, India and Germany. Yesterday, we explored China. Last up: the US.

This year, 55.0 million people in the US will use mobile payments, making up 20.2% of the population, according to eMarketer estimates.

Compared with other markets like China, the US has been relatively slow to adopt this technology. We forecast that 79.4% of smartphone users in China have made a proximity mobile payment over the past six months; in the US, penetration is 25.3%.

This is largely because many US consumers are more comfortable paying with either a credit card or cash instead of their mobile device. Additionally, the technology shift at the point-of-sale on the merchant side has been slow.

But it's picking up. A growing number of retailers and restaurants are accepting mobile payments. Earlier this year, Apple announced that half of all retailers in the US now accept Apple Pay, up from just 3% when it first launched in 2014.

Payment apps are also offering more comprehensive solutions. "Payment apps like Apple Pay and Google Pay will see success as they start to offer more solutions across the entire payments landscape, like peer-to-peer functionality," said Cindy Liu, forecasting analyst at eMarketer. "In December 2017, Apple launched Apple Pay Cash, which lets iPhone holders reimburse each other. Google also offers similar services.

"We also see an increase in retailer-branded mobile apps," Liu added. "Retailers like Target and Walmart have launched their own payment apps, and these apps benefit from repeat visits, customer loyalty, and rewards or discounts at purchase. The most successful app to date is Starbucks, which incorporates payments and loyalty into a seamless customer experience."

This year, 23.4 million mobile payment users in the US will use the Starbucks app, more so than Apple Pay (22.0 million), Google Pay (11.1 million) and Samsung Pay (9.9 million.