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1、The State of Mobile Wallet Marketing Reach All Your App Users,Regardless of Opt-In Status2Contents3 INTRODUCTION4 RESPONDENT PROFILE 5 EXECUTIVE SUMMARYKEY FINDINGS7 Consumers are Using Mobile Wallet and Want More11 Mobile Wallet Drives Loyalty Program Membership17 Wallet Passes are Key to Greater C
2、oupon Use&Redemption25 Personalization&Convenience Will Be Key to Broad Adoption28 Similar,but Different,Mobile Wallet Patterns Seen in the U.K.34 The Future of Mobile Payments Depends on What Else Is in Your Wallet38 THE MOBILE WALLET OPPORTUNITY FOR BUSINESSES40 ADDITIONAL MOBILE WALLET RESOURCES
3、41 ABOUT AIRSHIP MOBILE WALLET 42 ABOUT AIRSHIP3Mobile wallets are becoming part of our daily lives.Whether you use them or not,payment terminals are rapidly enabling contactless payment technology,giving rise to mobile payment options such as Apple Pay and Android Pay.But mobile wallets are not jus
4、t payment tools the ways businesses can use them to deliver value to customers are multiplying,and have few limits.WHAT IS MOBILE WALLET?There are two sides to Mobile Wallet:payment and non-payment.Mobile wallets(also referred to as“digital wallets”)contain content or information in the form of wall
5、et passes or cards stored in Apple Wallet,Android Pay or Samsung Pay apps.While the payment side has received lots of attention,its the non-payment side of mobile wallet that will deliver true utility to consumers,reduce costs for businesses and ultimately drive mobile payment adoption.Mobile wallet
6、s have the ability to transform the physical billfold to a fully digital utility,providing businesses an easy way to reach 100%of their customers on mobile with or without an app.Multiple wallet items,or passes,can be housed in each of these native wallet ecosystems for consolidated,easy access anyw
7、here and everywhere.SURVEY GOALSAs mobile wallets gain in popularity,both with consumers and businesses,we set out to understand peoples attitudes,expectations and adoption of mobile wallets,zeroing in on the marketing and customer service implications applicable to all businesses whether they accep
8、t mobile payments or not.Working with an independent survey firm,we provided a one-minute overview to 1,000 U.S.and 1,000 U.K.survey participants explaining how mobile wallets can be used to pay for purchases;apply coupon discounts and loyalty rewards at the register;and go paperless for boarding pa
9、sses,movie tickets and more.The only filter for participation was ownership of an iPhone or Android smartphone,as mobile wallets come pre-installed.What we discovered is nothing short of the next monumental shift in how consumers want to stay connected to businesses.Introduction4Respondent ProfileN=
10、2,000The study was fielded between 31 May-3 June 2016.GEOGRAPHY U.S.:50%(1000)U.K.:50%(1000)GENDER 51%female(1020)49%male(980)SMARTPHONE OPERATING SYSTEM iOS:42.3%(866)Android:56.7%(1134)GENERATIONAL BREAKDOWN1 Millennials(18-34):29.5%(590)Generation X(35-54):36.5%(730)Baby Boomers(55+):34%(680)ANNU
11、AL HOUSEHOLD INCOME Below$59,999(USD):53.2%(1063)Above$60,000(USD):40.9%(818)Preferred not to disclose:6%(119)1 We have gone with a common practice timespan for the purposes of this survey.Generations will always overlap by a few years.5Executive SummaryCONSUMERS ARE ALREADY USING MOBILE WALLET AND
12、WANT MORE More than half of those surveyed(54%)have already used a mobile wallet pass in one form or another.Especially among the younger set and those with above median household incomes($60k+),usage is more common.More than half of all survey respondents want to use mobile wallet for loyalty cards
13、,coupons,order delivery updates,mobile payment,boarding passes,ID cards,event tickets and reminders(expirations,balances,etc.).MOBILE WALLET LOYALTY CARDS BOOST PROGRAM PARTICIPATION Overall,69%of respondents said theyre more likely to use the loyalty card if its on their phone,especially true for M
14、illennials(82%)and households with higher incomes(78%).The biggest problems with loyalty program participation forget theyre members(40%)and forget the card(43%)can be solved by using Mobile Wallet for loyalty membership.MOBILE WALLET IS ONE OF THE TOP WAYS CONSUMERS WANT TO HEAR ABOUT SALES AND OFF
15、ERS Regardless of generation,mobile wallet(44%overall)is in the top four ways consumers want to be kept informed about sales.More than 57%of Millennials want information about sales,offers and coupons delivered via mobile wallet compared to email(most requested)at 63%.INTERACTIVE ELEMENTS OF MOBILE
16、WALLET PASSES WOULD BOOST COUPON REDEMPTION Expiration reminders,which can be sent directly to lockscreens from the wallet pass,would make 64%of consumers more likely to use the coupon.For Millennials overall,that number rises to 77%,increasing to 81%for U.S.Millennials.6MILLENNIALS AND HIGHER INCOM
17、E HOUSEHOLDS SHOW THE MOST DESIRE AND PROMISE Millennials are more likely to have used a wallet pass in the last three months,and have employed them for more uses 67%compared to 51%of Generation X respondents.Along the same lines,62%of respondents with household incomes at or above$60K USD have used
18、 mobile wallets in the last three months,compared to 39%with household incomes below$60K.They also respond very positively to the personalization of content.Millennials(78%)and households with higher incomes(74%)are more likely to download a mobile wallet pass if its personalized.U.S.AND U.K.CONSUME
19、RS EXHIBIT SIMILAR MOBILE WALLET BEHAVIORS AND DESIRES,WITH SOME KEY DIFFERENCES Overall U.K.mobile wallet adoption is lower 63%of respondents from the U.S.have used a pass vs.45%in the U.K but this may be the result of Apple Pay and Android Pay launching later in that region.U.K.respondents use loy
20、alty cards more often(78%“always”or“often”use them vs.72%for the U.S.)and carry more cards with them daily.THE FUTURE OF MOBILE PAYMENTS WILL BE DRIVEN BY MOBILE WALLET USAGE IN OTHER AREAS Already 55%of respondents are likely to use their phone to pay for things at the register.That likelihood rise
21、s to 73%when loyalty discounts and offers are automatically applied a whopping 32%increase.These numbers are even more dramatic for households with lower incomes,who are 42%more likely to pay via mobile phone when loyalty discounts and offers are automatically applied.Executive SummaryConsumers are
22、Using Mobile Wallet and Want More8of all respondents54%have used a mobile walletpass in the last week30%THE MAJORITY OF RESPONDENTSHAVE USED A MOBILE WALLET PASS:Consumers Have Been Exposed to Mobile Wallet 962%of Millennials67%of Baby Boomers28%of Generation X51%39%below$60k$60k+MOBILE WALLET USAGE
23、IN THE LAST 3 MONTHS:HIGHER HOUSEHOLDINCOMES=HIGHER USAGECurrent Utilization is Especially High for the Young&Above Median Incomes10Loyalty CardsCouponsOrder Delivery UpdateMobile Payment via Credit CardBoarding PassesID CardsEvent TicketsReminders(Expirations,Balances)Sales Updates(Notifications fo
24、r Sales)Punch CardsDigital Receipts/WarrantyGift Cards67%62%57%55%55%54%52%51%44%43%41%39%60%53%25%23%36%16%26%22%21%15%16%16%Have Used ItWant ItConsumers Show Diverse Adoption and Desire for Mobile WalletsMobile Wallet Drives Loyalty Program Membership111272%belong to between1-519%belong to between
25、6-15+8%belong tononeTHE NUMBER OF LOYALTY PROGRAMS2 RESPONDENTS BELONG TO:Consumers Love Loyalty Programs(and Belong to Many)2 We defined“loyalty programs”as those accruing reward points,providing special discounts,punch cards,buy 10 get one free,etc.13NEARLY HALF OF CONSUMERS FELT MOBILE WALLET LOY
26、ALTY PROGRAM BENEFITS3 WERE EXPECTED:of respondents felt loyalty programbenefits are expected46%overall viewed brands who provided those benefits positivelyviewed brands who provided those benefits positivelyviewed brands who provided those benefits positively83%80%74%LOYALTY BENEFITS POSITIVELY IMP
27、ACT BRAND PERCEPTION:3 Loyalty program benefits were defined as“special offers and alerts,double/triple points days,birthday messages,links to exclusive content,etc.”Message to Brands:Value My Loyalty 1440%“forgetting Impart of theprogram”25%“sometimes”or“rarely”33%“always”use them43%“not bringingth
28、e card”USE PHYSICALLOYALTY CARDS:THE TOP TWO REASONS FOR NOTALWAYS USING LOYALTY CARDS WERE:vsThe Loyalty Card Problem:What Card?15of consumers more likelyto use a loyalty card ontheir phoneIF ITS IN THEIR MOBILE WALLET,ITS MORE LIKELY TO BE USED:73%82%78%65%69%Mobile Wallets Boost Loyalty Program P
29、articipation16IF LOYALTY POINTS AND REWARDS WERE AUTOMATICALLY ADDEDAND IMMEDIATELY VISIBLE WITHIN THEIR MOBILE WALLET LOYALTY CARD:MORE LIKELY TO JOIN:of respondents are more likelyto join the loyalty program83%81%of respondents withhousehold incomesof$60k+70%of respondents withhousehold incomesbel
30、ow$60kvs73%Always Current Rewards Increases Loyalty Sign-UpsWallet Passes are Key to Greater Coupon Use&Redemption1718Email59%TOP RESPONDENT PREFERENCE FOR SALES/COUPONSCOMMUNICATIONS CHANNEL:Mobile Wallet44%EmailWebsitesMobile WalletsApps63%58%57%53%EmailWebsitesMobile WalletsText/SMS62%56%49%48%Em
31、ailWebsitesText/SMSMobile Wallets53%40%37%29%Text/SMS45%Websites51%Mobile Wallet Is Now in Top Four Preferred Communications Channels for Sales,Offers&Coupons19THOSE WHO“ALWAYS”OR“OFTEN”LOOK FOR COUPONS WHILE IN-STORE:of overall respondents 30%50%23%42%vsLOOK FOR COUPONS IN STORE:61%of U.S.Millennia
32、ls“always”or“often”look for coupons while in-storeIn-Store Coupon Searching is Growing in Popularity2054%41%49%of overallrespondentsRESPONDENTS WHO“ALWAYS”OR“OFTEN”FORGET TO BRING PAPERCOUPONS WHILE SHOPPING:The Coupon Redemption Problem:Theyre Forgotten!21EXPIREDWHEN ASKED HOW OFTEN THEY LET COUPON
33、S FOR PRODUCTS THEY ARE INTERESTED IN EXPIRE OR GO UNUSED:of all respondentssaid“always”or“often”48%“always”or“often”let coupons go unused or expire45%“always”or“often”let coupons go unused or expire55%60%“always”or“often”let coupons go unused or expirevsThe Other Issue:Expiration of Coupons&Offers2
34、2 are more likely to use coupons with expiration reminders73%59%IF COUPON HOLDERS RECEIVE EXPIRATION REMINDERS,WHICH CAN BEDELIVERED TO THEIR LOCKSCREENS FROM A WALLET PASS:of them are more likely to use the coupon64%77%U.S.Millennials are even more excited about expiration reminders-81%would be mor
35、e likely to use the coupon.are more likely to use coupons with expiration reminders are more likely to use coupons with expiration remindersvsTimely Expiration Reminders are Critical to Coupon Redemption23IF THEY RECEIVE COUPON EXPIRATION REMINDERS WHEN THEYRE NEARBY:63%79%of overall respondents are
36、 likely to go into a storesay theyd be more likely to go into a storesay theyd be more likely to go into a store45%say theyd be more likely to go into a store55%vsLocation-Aware Mobile Expiration Reminders Have the Potential to Drive Retail Foot Traffic24of consumers are interestedin having expired
37、couponsautomatically update to newoffers on their phonesINTEREST LEVEL IN HAVING WALLET PASSES UPDATE TO NEW OFFERSAFTER EXPIRATION:80%84%77%82%73%Keep Providing Utility:Consumers Want Coupons&Offers UpdatedPersonalization&Convenience Will Be Key to Broad Adoption26PREFERRED METHOD FORINSTALLING MOB
38、ILE WALLETCOUPONS/SPECIAL OFFERSEmail56%Text/SMS49%Apps50%Websites55%PREFERRED METHOD FORINSTALLING MOBILE WALLETLOYALTY CARDSApps56%Text/SMS46%Websites51%Email54%Easily Deliver Wallet Passes How&Where Consumers Want Them27LIKELIHOOD TO DOWNLOAD A MOBILE WALLET PASS IF ITS PERSONALIZED4:62%74%78%4 P
39、ersonalized=adding the customers name,balance or interests to the pass.Personalization Drives Greater AdoptionSimilar,but Different,Mobile Wallet Patterns Seen in the U.K.2829HAVE USED MOBILE WALLET PASSES:HAVE USED MOBILE WALLET IN THE LAST 3 MONTHS:45%60%74%53%66%63%5 Apple Pay UK launched in July
40、 2015 vs.September 2014 in the U.S.and Android Pay UK launched in March 2016 vs.May 2015 in the U.S.U.K.Mobile Wallet Users Not Far BehindWhile most sentiments overall for the U.S.and U.K.were similar,there were a few standout areas where the U.K.differed more broadly from the median.While Apple Pay
41、 and Android Pay mobile wallet platforms launched in the U.K.later than the U.S.5,the ubiquity in contactless payment enabled terminals is expected to drive faster adoption than in the U.S.30“ALWAYS”OR“OFTEN”USE THEIR LOYALTY CARDS:PHYSICALLY CARRY 3-5 CARDS:78%72%41%33%U.K.Consumers Show More Regul
42、ar Loyalty Card Usage,and Carry More Cards31U.K.MILLENNIALS PUT MOBILE WALLET AHEAD OF WEBSITES AS APREFERRED CHANNEL TO RECEIVE SALE/COUPON INFORMATION:Mobile WalletEmailWebsitesAppsWallets,Not Websites?Oh My!32TWICE AS MANY U.S.SHOPPERS LOOK FOR COUPONS IN-STORE:AND AGAIN,THE NUMBERS ARE HIGHER FO
43、R MILLENNIALS:19%41%37%61%Most U.K.Shoppers Dont Use Their Phones for In-Store Coupon Searches Yet33FORGET TO BRING COUPONS/OFFERS WHEN SHOPPING:“always”or“often”57%51%“always”or“often”LET COUPONS GO UNUSED OR EXPIRE:65%55%more likely to useBUT,WHEN PROVIDED WITH AN EXPIRATION REMINDER:81%73%more li
44、kely to go into a store when prompted by an expiration reminderAND YOU CAN GET THEM INTO THE STORE!81%78%U.K.Millennials Want and Will Use Coupon Expiration RemindersThe Future of Mobile Payments Depends on What Else Is in Your Wallet3435LIKELIHOOD OF USING THEIR PHONE TO PAY AT THE REGISTER:are lik
45、ely to use mobile payments if loyalty rewards and discounts are automatically applied73%1100 peopleLikely to paywith phone 32%Nearly a third more consumerswill adopt mobile payments ifbenefits are applied automatically.1451 peopleLikely to paywith phone ifloyalty appliedIncreasing Mobile Payments:Ti
46、e Payment to Loyalty Program BenefitsN=2,00036LIKELIHOOD OF USING THEIR PHONE TO PAY AT THE REGISTER:of Millennials are likely to use mobile payments if loyalty rewards and discounts are automatically applied83%434 peopleLikely to pay with phone496 people Likely to paywith phone ifloyalty applied 14
47、%more Millennials arelikely to use mobile paymentsif benefits are applied automaticallyMillennials Are Especially Likely to Pay via Phone if Loyalty is Appliedn=59037LIKELIHOOD OF USING THEIR PHONE TO PAY AT THE REGISTER:of respondents with householdincomes of$60k+are more likely to use mobile payme
48、nts if loyalty rewards and discounts are automatically applied81%546 peopleLikely to use their phone to pay at the register652 people Likely to pay using their phone if loyalty rewards were automatically applied 19%more higher incomehouseholds will use mobilepayments if benefits areautomatically app
49、lied523 peopleLikely to use their phone to pay at the register741 people Likely to pay using their phone if loyalty rewards were automatically applied42%more lower incomehouseholds will use mobilepayments if benefits areautomatically appliedn=818n=1,063Lower Income Households See Even Greater Benefi
50、t in Tying Loyalty and Payment Together38 Mobile wallet use is already diverse and plentiful.Most consumers surveyed have already used it,many of them recently.And theyre open to expanding use to new applications.Mobile Wallet provides another persistent messaging channel on the smartphone.Consumers
51、 have already indicated they want to use wallet passes for updates and offers.And,Mobile Wallet is in the top four preferred channels to learn about coupons and special offers.Millennials and higher-income households show the biggest propensity to use mobile wallets.Both segments skew higher than av
52、erage in behaviors that make traditional coupons and loyalty cards inefficient,as well as in their desire to adopt the richer functionality mobile wallets offer to solve those challenges.Mobile wallets can help drive coupon redemption.Considering that coupons/promotions are a key strategy to help br
53、ing in sales and foot traffic,mobile wallets provide another channel to reach consumers with details and are much less likely to be left at home.Consumers want to be updated about coupon expiration.Consistent across the board,all segments of consumers want to be updated when coupons are about to exp
54、ire and,more importantly,want those offers to be updated to new offers once they do lapse.Mobile wallets combined with location have the ability to drive greater in-store traffic.Millennials and those with higher household incomes are very likely to act on location-aware reminders.Increase mobile en
55、gagement without an app.Mobile wallets reach customers you might not typically have access to,with a lower barrier to entry for both consumers and businesses.The Mobile Wallet Opportunity for Businesses39CATCH THE WAVEWith smartphones always at our sides,and the ability for mobile wallet passes to s
56、end notifications(expiration reminders,loyalty updates,location-aware information,etc.),theres tremendous potential to change long-standing consumer behaviors.Consumers already see the benefit of using wallet passes.Combining that interest with even greater benefits(integrated loyalty updates,target
57、ed sales/coupons,etc.),clearly demonstrates how growth in the payment side of mobile wallet could be driven by non-payment usage.Its clear that mobile wallets present a huge opportunity that has yet to be fully tapped.Marketers cannot afford to ignore the new channel mobile wallets provide.Those who
58、 unlock the potential now will not only be industry leaders,but will differentiate themselves by standing out from the competition and meeting growing consumer desire for mobile wallets ahead of the pack.The Mobile Wallet Opportunity for Businesses40Airship offers many valuable resources for helping
59、 you reach and engage your target audiences via mobile channels.Visit our Content Library to find the following assets and more:Mobile Wallet Inspiration Guide:Take a deeper look into how mobile wallet passes work and the most common uses.Mobile Wallet Idea Book:Think theres no application for mobil
60、e wallets in your consumer-facing business?Think again.SXSW 2016 Uses Mobile Wallet to Lower Costs and Extend Digital Experience POLITICO Europe Uses Mobile Wallet for Brexit Coverage Sprint Goes for the Goal at Copa Amrica with Mobile Wallet The Perfect Pair:Mobile Wallet Meets the Modern Love Podc
61、astAdditional Wallet ResourcesTHE AIRSHIP BLOGOur blog offers a wealth of information about the latest industry trends down to best practices for onboarding app users or implementing mobile wallets.Sign up today to receive a weekly digest of articles aimed at making your job easier and improving the
62、 ROI of your mobile efforts.41The easy way to give your customers anything that fits in their mobile wallet which is everything.In the age where mobile is king,relevant and timely marketing matters.Cut through the clutter and deliver value when and where it counts with Airship Mobile Wallet,the worl
63、ds leading Mobile Wallet marketing solution.Whether your brand is new to mobile marketing or you have an existing strategy in place,Airship Mobile Wallet allows you to directly connect with 100%of your customers on mobile.As mobile wallets emerge as a powerful marketing channel,marketers can use it
64、to deliver relevant real-time offers,move loyalty programs to a mobile-first solution and regularly update content through dynamic pass updates.Mobile Wallet allows businesses to build deeper,richer and more compelling customer engagement quickly,easily and cost effectively.About Airship ReachWITH A
65、IRSHIP MOBILE WALLET,YOU CAN:Increase your mobile reach to customers Communicate on mobile with customers not yet using your app Deliver mobile wallet updates in real-time for items such as loyalty balances and new sales offers Send notifications such as coupon offers and other content to customers
66、smartphone lockscreens Cultivate brand loyalty through continuous,timely,relevant and contextual messages.Airship Mobile Wallet leverages whats already available on the latest mobile devices,no app required.42About AirshipAirship provides the worlds leading mobile engagement platform,helping thousan
67、ds of businesses of all sizes form a direct and lasting connection with their customers.With Airship,companies gain total control of their mobile footprint apps,wallets and user-level data to deliver experiences that get noticed and drive action across mobile or any other customer touchpoint.More th
68、an 40,000 apps and some of the most innovative global brands trust Airship to accelerate their business through mobile marketing with an independent study calculating an average 878%return on investment for customers.Portland San Francisco London New YorkNew DelhiParis+1 855 385 3155+44(0)300 303 8796AIRSHIP.COM 2019 Airship.All rights reserved.