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The Way We Pay:e- and m-Commerce TrendsA Survey by Visa and GfK ResearchPublished October 2013

2The Way We Pay: e- and m-Commerce Trends | October 2013 2The Way We Pay: e- and m-Commerce Trends | October 2013

eCommerce Grows Up

• More than half of respondents – among almost all ages, incomes and regions – said they’re more comfortable spending money online today than five years ago

• West Coast inhabitants were significantly more likely than those in the Northeast or Midwest to say they are more comfortable spending money online today than they were five years ago

• West Coasters are (60%) more likely to own a smartphone than those in the Northeast and Midwest (46%)

• Respondents on the West Coast (37%) are more likely than those in the Midwest (21%) or South (25%) to have purchased something online with their smartphone

Rockies/Plains

Midwest

South

West Coast

Northeast


Mobile Commerce Poised for Growth

• 27% of smartphone owners have used their phone to make a purchase online in the last 12 months

• 24% have used a tablet to make a purchase from an online merchant in the past 12 months

• 15% indicate they have scanned a QR code on their smartphone to make a purchase

• 86% said they have not used their smartphone to make a purchase while in a retail store or other physical location

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New Ways to Pay with a Mobile Phone

20%

22%

19%

26%

30% 20% of respondents said that if available, they’d use their smartphone to pay back friends

22% indicated they’d use their smartphone to pay at parking meters

19% would use their mobile device to tip

26% indicated they would make purchases with their mobile devices at gas stations

30% said they’d use their mobile device to pay for public transportation


Showrooming Becoming a Thing of the Past

53%of respondents never go to a

retail store to see or test a product

before buying online 26%

of respondents go to a retail store to see or test a product a few times a year, with no intention to buy

12% of respondents go to a retail store to see or test a product once a month, with no intention to buy

Who is going to retail stores with no intention to buy?


Payment Behaviors are Evolving

49% indicate that having to set up an account with each new online retailer is the most annoying aspect of online shopping

35%do most of their online shopping while at home or during their leisure time

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Consumers See a Future for Digital Wallets

• 57% of respondents said that digital wallets already have, will or may replace a physical wallet in the next five years, compared to 43% who said it will never happen

• 28% indicated that there’s a possibility digital wallets will become mainstream in the next five years - those in the 25 to 64 age range are more likely to believe this


Moving Toward a Cashless Society?

Respondents carry less than $20 in their wallet, on average

Women are significantly more likely than men to carry less

than $10 in their wallet

(30% compared to 16%, respectively)

Carry less than

$10

Carry

$100 or more

Men are significantly morelikely than women to carry$100 or more in their wallet

(21% compared to 5%, respectively)

26%

40%

Carry between $20 - $50

MethodologyThis survey was conducted through a telephone omnibus survey by GfK Custom Research’s OmniTel service in August 2013. The omnibus methodology provides nationally projectable results through a probability sample of 1,000 U.S. adults 18 years of age and older (500 male and 500 female) living in private households in the continental United States.

9The Way We Pay: e- and m-Commerce Trends | October 2014