the global rise of smartphonatics
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The Global Rise of Smartphonatics: Driving Mobile Payment and Banking Adoption in the Americas, EMEA and Asia-Pacific
Confidential
Michael Grillo Ron Shevlin ACI Worldwide Aite Group Senior Product Marketing Manager Research Analyst USA USA
Agenda
Research Approach The Global Rise of Smartphonatics – Americas About ACI Worldwide Questions & Answers
20 June, 2012 Confidential 2
Research Approach
20 June, 2012 Confidential 3
About Today’s Speaker
Ron Shevlin, Senior Analyst, Aite Group rshevlin@aitegroup.com 1.617.338.6045 Specializing in • Retail banking • Customer and marketing analytics • Loyalty management • P2P lending • Personal financial management • Social computing • Online banking • Customer experience and consumer behavior
Aite Group (eye-tay) is an independent research and advisory firm focused on business, technology and regulatory issues and their impact on the financial services industry.
20 June, 2012 Confidential 4
The Global Rise of the Smartphonatics: Americas
20 June, 2012 Confidential 5
© Copyright 2012, Aite Group, LLC www.aitegroup.com 6
Mobile payment adoption
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
13% 15%
21% 21% 23%
28% 30% 30%
35% 37%
45% 45%
48% 64%
66%
France Canada
Germany Australia
U.K. Italy
Sweden U.S.
AVERAGE Brazil
Singapore U.A.E.
South Africa India
China
Percentage of Consumers That Used Mobile Phone to Make a Payment in the Last Six Months
© Copyright 2012, Aite Group, LLC www.aitegroup.com 7
Mobile payment importance
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
7% 9%
12% 16%
18% 21% 23%
28% 28%
39% 39%
42% 51%
65%
Canada France
Germany Sweden
U.K. Australia
U.S. Italy
Singapore China Brazil U.A.E.
South Africa India
Percentage of Consumers That Consider Mobile Payments "Very Important" To Them
© Copyright 2012, Aite Group, LLC www.aitegroup.com 8
Mobile wallet interest
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
27% 35% 36% 38% 41% 41%
44% 67% 67%
71% 72%
75% 76%
81%
Canada Australia Sweden
U.K. Germany
U.S. France U.A.E.
Singapore South Africa
Italy Brazil China India
Percentage of Consumers That Would Use Their Mobile Phone Instead of Carrying Payment Cards
© Copyright 2012, Aite Group, LLC www.aitegroup.com 9
Global Smartphonatics
No Yes
Very important 4%
24%
Somewhat to not important
41% 31%
Mobile wallet interest
Mobile payment
importance
Smartphonatics
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 10
Smartphonatics by country
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Are you a Smartphonatic?
© Copyright 2012, Aite Group, LLC www.aitegroup.com 12
Polling Question: Do you consider yourself a Smartphonatic?
© Copyright 2012, Aite Group, LLC www.aitegroup.com 13
@jane r u going to drink your OJ?
@jane r u going to drink your OJ?
© Copyright 2012, Aite Group, LLC www.aitegroup.com 14
Theme
Smartphonatics will lead the demand for mobile payments and commerce
in every country
© Copyright 2012, Aite Group, LLC www.aitegroup.com 15
Agenda
• Who are the Smartphonatics? • What differentiates the Smartphonatics? • What does the rise of Smartphonatics mean
to banks and retailers?
© Copyright 2012, Aite Group, LLC www.aitegroup.com 16
Smartphonatics in the U.S.
No Yes
Very important 3%
20%
Somewhat to not important
56% 21%
Mobile wallet interest
Mobile payment
importance
Smartphonatics
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 17
Smartphonatics in Brazil
No Yes
Very important 10%
37%
Somewhat to not important
15% 38%
Mobile wallet interest
Mobile payment
importance
Smartphonatics
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 18
Smartphonatics in Canada
No Yes
Very important 12%
7%
Somewhat to not important
61% 21%
Mobile wallet interest
Mobile payment
importance
Smartphonatics
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 19
Smartphonatics generational split
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
Percentage of Each Generation that are Smartphonatics
44%
46%
28%
13%
Gen Y
Gen X
Boomer
Senior
6%
12%
3%
5%
Gen Y
Gen X
Boomer
Senior
41%
21%
11%
6%
Gen Y
Gen X
Boomer
Senior
United States Canada Brazil
© Copyright 2012, Aite Group, LLC www.aitegroup.com 20
Mobile payment and banking adoption
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
81% 84%
17% 27%
Has used mobile phone to make a payment in the last six months
Has used mobile phone for banking in the last six months
(Country: United States)
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 21
Mobile payment and banking adoption
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
(Country: Brazil)
64% 73%
21% 32%
Has used mobile phone to make a payment in the last six months
Has used mobile phone for banking in the last six months
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 22
Mobile payment and banking adoption
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
(Country: Canada)
58%
76%
12% 14%
Has used mobile phone to make a payment in the last six months
Has used mobile phone for banking in the last six months
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 23
Smartphonatics (smart-fa-NAT-ics)
• How they pay
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Use of cash
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
65%
13% 23%
46%
33% 21%
Less Same More
Q. How does your current use of cash compare to the amount of cash you used three years ago?
(Country: United States)
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 25
Mobile payment preferences
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
13% 12% 9%
0% 0.5% 0.5%
Low - value goods (e.g., coffee, snacks)
Higher - value goods Person - to - person payments
Percentage of Consumers Who Prefer to Use Their Mobile Device to Make the Following Types of Payments
(Country: United States)
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 26
Mobile payment preferences
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
11%
6% 9%
2% 1%
2%
Low - value goods (e.g., coffee, snacks)
Higher - value goods Person - to - person payments
Percentage of Consumers Who Prefer to Use Their Mobile Device to Make the Following Types of Payments
(Country: Brazil)
Smartphonatics Other consumers
© Copyright 2012, Aite Group, LLC www.aitegroup.com 27
Mobile payment preferences
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
10%
2% 1% 0%
Low - value goods (e.g., coffee, snacks)
Higher - value goods Person - to - person payments
Percentage of Consumers Who Prefer to Use Their Mobile Device to Make the Following Types of Payments
(Country: Canada)
Smartphonatics Other consumers
26%
13%
© Copyright 2012, Aite Group, LLC www.aitegroup.com 28
Change in payment preferences
Q. Which payment method did you (do you) prefer when buying low value goods? (Country: United States)
3 yrs ago Today Cash 39% 29% Debit card 34% 40% Credit card 16% 16% Check 5% 2% Mobile phone 4% 13% Prepaid card 2% 0%
3 yrs ago Today 61% 55% 21% 25% 15% 17% 2% 1% 0% 0% 1% 0%
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 29
Change in payment preferences
Q. Which payment method did you (do you) prefer when buying low value goods? (Country: Brazil)
3 yrs ago Today Cash 45% 34% Debit card 25% 39% Credit card 10% 13% Check 2% 0% Mobile phone 14% 11% Prepaid card 4% 4%
3 yrs ago Today 64% 58% 17% 29% 10% 11% 0% 0% 7% 2% 1% 1%
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 30
Change in payment preferences
Q. Which payment method did you (do you) prefer when buying low value goods? (Country: Canada)
3 yrs ago Today Cash 37% 21% Debit card 27% 36% Credit card 23% 17% Check 0% 0% Mobile phone 14% 11% Prepaid card 13% 26%
3 yrs ago Today 71% 67% 16% 17% 11% 12% 0% 0% 0% 2% 2% 1%
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 31
Smartphonatics (smart-fa-NAT-ics)
• How they pay • Mobile shopping preferences
© Copyright 2012, Aite Group, LLC www.aitegroup.com 32
Mobile researching capabilities
Smartphonatics Other consumers
9%
10%
8%
17%
36%
40%
42%
46%
Research products online while in a store in order to purchase from a different merchant
Research products online while in a store in order to purchase in the store
Research products online while in a store in order to purchase online
Research products online from home or work
Percentage of Consumers That Consider The Ability to do The Following With a Mobile Device to be "Very Important"
Source: Aite Group survey of 1,115 US consumers, Q2 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 33
Mobile shopping capabilities
28%
45%
57%
66%
68%
65%
61%
67%
60%
72%
82%
87%
89%
89%
89%
92%
Can connect to social networks
Is offered by my primary bank
Shows me product reviews
Is offered by a company I know and trust
Finds the lowest price for product(s) I want
Is offered by stores I most like to shop at
Provides relevant offers
Provides very deep discounts
Q. Which of the following mobile shopping capabilities are important to you?
Smartphonatics Other consumers
Source: Aite Group survey of 1,115 US consumers, Q2 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 34
Smartphonatics want offers from banks
Source: Aite Group survey of 1,115 US consumers, Q2 2012
27% 36%
11%
34%
Other consumers Smartphonatics
Percentage of Consumers Interested in Receiving Daily Deal Offers From Their Primary Bank
Very interested
Somewhat interested
38%
70%
© Copyright 2012, Aite Group, LLC www.aitegroup.com 35
Smartphonatics are daily deal buyers
3.3
$108
9.3
$203
Number of deals purchased Total dollar amount of deals purchased
2011 Daily Deal Activity
Other consumers Smartphonatics
Source: Aite Group survey of 1,115 US consumers, Q2 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 36
Smartphonatics (smart-fa-NAT-ics)
• How they pay • Mobile shopping preferences • Loyalty program impact
© Copyright 2012, Aite Group, LLC www.aitegroup.com 37
Loyalty program participation
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
23% 31%
47%
27%
11%
26%
U.S. Brazil Canada
Smartphonatics Other consumers
Percentage of Consumers Who Belong to Four or More Retailer Loyalty Programs
© Copyright 2012, Aite Group, LLC www.aitegroup.com 38
Smartphonatics on loyalty programs
50% 40%
22% 21%
"I always try to choose retailers where I am a member of
the loyalty program"
"Most or all of the loyalty programs I belong to deliver benefits that
are very important for me"
Percentage of Consumers Who Agree With the Following Statements About Loyalty Programs
(Country: United States)
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 39
Smartphonatics on loyalty programs
62%
38%
34% 27%
"I always try to choose retailers where I am a member of
the loyalty program"
"Most or all of the loyalty programs I belong to deliver benefits that
are very important for me"
Percentage of Consumers Who Agree With the Following Statements About Loyalty Programs
(Country: Brazil)
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 40
Smartphonatics on loyalty programs
56%
45%
19% 24%
"I always try to choose retailers where I am a member of
the loyalty program"
"Most or all of the loyalty programs I belong to deliver benefits that
are very important for me"
Percentage of Consumers Who Agree With the Following Statements About Loyalty Programs
(Country: Canada)
Smartphonatics Other consumers
Source: ACI Worldwide study of 4,200 consumers in 14 countries, Q1 2012
© Copyright 2012, Aite Group, LLC www.aitegroup.com 41
Banks Smartphonatics
© Copyright 2012, Aite Group, LLC www.aitegroup.com 42 42
© Copyright 2012, Aite Group, LLC www.aitegroup.com 43
Smartphonatic loyalty to banks
Source: Aite Group survey of 1,115 US consumers, Q2 2012
9% 14% 14%
26%
Grew relationship with primary bank
Switched primary bank or decreased relationship with
existing bank
2011 Bank Relationship Activity
Other consumers Smartphonatics
© Copyright 2012, Aite Group, LLC www.aitegroup.com 44
Theme
Smartphonatics will lead the demand for mobile payments and commerce
in every country
© Copyright 2012, Aite Group, LLC www.aitegroup.com 45
What it means
• Smartphonatics % represents a country’s evolution towards mobile payments/commerce
• Smartphonatics are the early adopters – and demand drivers – for integrated mobile banking/commerce/payment
© Copyright 2012, Aite Group, LLC www.aitegroup.com 46
The integrated mobile experience
What can I buy?
How can I pay for it?
What should I buy?
© Copyright 2012, Aite Group, LLC www.aitegroup.com 47
What it means
• Smartphonatics % represents a country’s evolution towards mobile payments/commerce
• Smartphonatics represent the early adopters – and drivers of demand – for integrated mobile banking/commerce/payment
• Smartphonatics will drive more integration and collaboration between financial institutions and retailers/merchants
Questions
20 June, 2012 Confidential 48
More Information
For information on
ACI’s mobile solutions or to download a copy of the Smartphonatics report, visit
www.aciworldwide.com/mobile
Thank you!
20 June, 2012 49 Confidential
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