The launch of Apple Pay could increase use of near field communication (NFC) devices for activities such as mobile payment, according to a survey by Netbiscuits.
Research by the mobile software firm found 69% of UK consumers had not heard of NFC, and uptake of NFC adoption slowed to 36% between July and August of 2014, despite steadily increasing earlier in the year.
However, mobile payments are on the rise, and Netbiscuits says the recent launch of Apple Pay in the US will fuel adoption and use of NFC devices for payment.
According to the survey, 68% of mobile users have used their mobile to spend money in the past year, with a further 83% planning to make purchases on their phone over the next year.
Netbiscuits CEO Daniel Weisbeck said the survey demonstrates mobile is evolving at an unprecedented speed.
“This report is about getting to grips with the people whose behaviours and attitudes will ultimately influence the shape of tomorrow’s mobile web and a brand's future,” he said.
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Netbiscuits also found brand loyalty is harder to maintain on mobile web applications, with 91% of worldwide consumers turning to a rival website if they have a bad user experience on a mobile site.
This trend was more common with the younger generation, where more than 30% of those aged between 18 and 24 used a competitor when having a bad experience with a site. More than 50% of the same group had reverted to using a PC when a mobile was causing them trouble.
According to Weisbeck, the emerging millennial generation has a vastly different attitude to privacy and what they expect from their mobile experience, which means businesses will need to invest more in mobile working and bring-your-own-device programmes.
“As part of the workforce of tomorrow they will make natural assumptions about the role technology will play in their working and personal lives, as they consume content wherever, whenever and however they want, via their own personal cloud and mobile device," said Weisbeck.
"Work-life balance will become more about allowing people to move between personal and work content on the go, anywhere and anytime, and less about the hours people clock into an office building.”