Retailers must raise awareness of NFC mobile payments, finds YouGov survey


Retailers must raise awareness of NFC mobile payments, finds YouGov survey

Jenny Williams

Retailers need to raise awareness of near-field communications mobile payments as most UK consumers remain unsure what a "mobile wallet" is, according to a YouGov survey.

While experts regard contactless mobile payment as an alternative to hard cash, the YouGov poll of 2,085 people found 70% had not heard of the mobile wallet and only 23% were interested in paying for items using mobile phones.

Even consumers with contactless debit and credit cards were reluctant to use near-field communications (NFC) mobile payments, instead of chip-and-PIN and cash payments.

Global NFC mobile contactless payment transactions will reach nearly $50bn (£31bn) worldwide by 2014 with North America and Western Europe accounting for 50% of NFC payments, according to Juniper Research.

Russell Feldman, a YouGov consultant, said: "It is down to mobile operators and handset manufacturers to work with retailers to educate consumers about the real advantages of paying for items in this way."

Another survey by Monitise shows the number of people in the UK managing money on their mobile devices has doubled over two years to almost 10% of the population. Monitise expects this to increase to over 50% of the UK population in the next few years.

Russell Feldman said: "We believe once people have seen it in practice - and are reassured about the measures in place to protect their financial and personal security - they will be quick to adopt it and the industry will reap the rewards."

Over half (56%) of those polled were concerned about security and fraud issues. Most said security issues would prevent their adoption of a mobile wallet when the technology is widely available.

The Google Wallet is currently being piloted in New York and San Francisco. Google Wallet uses NFC to make secure payments by tapping a mobile phone on a Mastercard PayPass-enabled terminal.

Orange and Barclaycard recently introduced the first contactless NFC mobile payment system in the UK. O2 plans to launch a mobile NFC payments system before the end of 2011.

Download Juniper Research report on NFC Mobile Payment >>

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