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IDon’tUseApplePayBecauseIt’sLessSecure...:PerceptionofSecurityandUsabilityinMobileTap-and-Pay
JunHoHuh,SaurabhVerma,Swathi SriVRayala,RakeshB.Bobba,KonstantinBeznosov,andHyoungshick Kim
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ApplePay
• InOctober2014,ApplelaunchediPhone6andApplePay
• Marketingpitchwas:tap-and-paywithiPhonesinstoresisfaster andmoresecure
• ApplePayquicklybecamethebiggesttap-and-paymobilepaymentsystemintheUS
• Accountingfor$2outofevery$3processedthroughcontactlesspayment
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AndroidPay
• GooglelaunchedtheirownmobilepaymentsolutioncalledAndroidPayaroundSeptember2015
• AlsoclaimingthatAndroidPayismoreconvenientandsecurethanswipe-and-paywithtraditionalcreditcards
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Researchquestions
• Howpopulararethetwotechnologies?
• Whydopeopleuseornotusethem?Howimportantaresecurityandusabilityfactorsinaffectingpeople’sdecisions?
• Whatarespecificusabilityandsecurityconcerns?
• Arethereanysecurityorusabilitymisconceptions?
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Firststudy:in-personinterviews
• Conductedsemi-structuredinterviewstoidentifyhypotheses
• ConductedontwodifferentparticipantpoolswithintheUS:• 21participantsfromauniversity• 15participantsthroughonlineadvertisements(e.g.,Craiglist)
• Conductedbytworesearcherstogethertoensureallquestionswereaskedconsistently
• Averagetimetakenwas35minutes• Separatelyperformedthematicanalysisofeachinterview,independentlycreatinglistofthemes(“codes”)
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Interviewquestions
• Usage: weaskedabouttheirfamiliaritywithApple(Android)Pay,andwhethertheyuseittopayinstores
• Whyuseornotuse• Askedwhytheyuse,notuse,orstoppedusingApple(Android)Pay
• Askedhowtheyfeelaboutsecurityandusability
• Familiaritywithsecurity: askedwhethertheyunderstand• HowApple(Android)Payprotecttheirtap-and-paytransactionprivacyandsecurity
• Howitprotectscarddetails• Howitensuresonlytheycanpaywiththeirphone
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ApplePayresults
• Aftermergingthecodesfrombothgroups,thethreedominantfactorsforusing ApplePaywere
• More secure (12)• Faster (11)• More convenient (12)
Hypothesis1:usabilityisamoreimportantfactorthansecurityforusingApplePay
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“It’smoreconvenient..ratherthantakingmywallet,findingmycard,andswipingit..”(P7)
“..youhaveto..authorize[itsuse]withthethumbprint.Sothatmakes[ApplePay]very
secure.”(P13)
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ApplePayresults
• Fornotusing ApplePaythedominantfactorswere• Not many stores support it (6)• Less secure (6)
Hypothesis2:securityisamoreimportantfactorthanusabilityfornotusingApplePay
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“ItisnotobviouswhereyoucanandcannotuseApplePay”(P1)
“IfmyPINiscompromised,IcanresetittoanotherPIN.Butmybiometricinformationcannotbe
reset..”(P14)
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AndroidPayresults• Forusing AndroidPaythedominantfactorswere
• More convenient (4)
• More private (4)
• For not using Android Pay,• Not many stores support it (6)• Less secure (5)• Less convenient (5)
Hypothesis3:thereisnostatisticallysignificantdifferencebetweentheimportanceofusabilityandsecurityfactorswhenitcomesto
usingornotusingAndroidPay
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Secondstudy:onlinesurvey• Alarge-scaleonlinesurveywasconductedtoaddresslimitationsofthefirststudy,andtesthypotheses
• Designedbasedonthecodesidentifiedinthefirststudy,followingthesamestructure
• RecruitedparticipantthroughAmazonMechanicalTurkbetweenMarchandApril2016
• LimitedtoUSparticipants• ParticipateonlyiftheyhavesomefamiliaritywithApple(Android)Pay,andownsaphonethatsupportsit
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Validatingresponses• Participantswereaskedtosubmittwophotos
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• Excluded responses from those who- Didn’t provide photos- Didn’t follow instructions- Provided photos that do not match their claimed model- Provided photos of devices that do not support Apple (Android) Pay
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Adoptionrates
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Option ApplePay AndroidPayNo,Ihaveneverusedit 189(54%) 330(64%)Yes,Iuseit 124(36%) 100(21%)Iwasusingitinthepastbutstoppedusingit
36(10%) 81(15%)
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Reasonsfornotusing ApplePay
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Reasonsfornotusing AndroidPay
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Reasonsforusing ApplePay
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Reasonsforusing AndroidPay
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SecurityknowledgeandApplePayadoptionrate
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UsingPearson’scorrelation,wefoundapositivecorrelation(ρ =0.19,p<0.0001)
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SecurityknowledgeandAndroidPayadoptionrate
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Wefoundapositivecorrelation(ρ =0.20,p<0.0001)
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Perceptionofsecurity• Tothenonuserswhochoseless secure asthetopconcern,weasked
• Whydoyoufeelit’slesssecure?• IfyoulearnthatusingApple(Android)Payismoresecure,wouldyouthenuseittopayinstores?
• ForApplePay,10outof12 saidyestothesecondquestion.ForAndroidPay,8outof14 saidyes.
• Tothefirstquestion,• Insecure storage of card information wasmostfrequentlymentioned(13outof26)
• Butonly2outofthat13correctlyansweredthequestionaboutcardprotectionmechanisms
• Stealing phone and making purchases wasalsopopular(7outof26)
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Overcomingsecuritymisconceptions• Insecure storage of card information
• Educatingnonusersaboutthecardinformationprotectiontechnologiescouldhelpthemovercomethissecuritymisconception
• Stealing phone and making purchases
• Learning about authentication mechanisms and lost/stolen phone features (that allows one to quickly disable mobile tap-and-pay remotely)
• Help nonusers realize that using stolen phones to make purchases is harder than physically using stolen cards
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Conclusions• Mobiletap-and-payadoptionrateisactuallyquitelow!!
• Securitywasthetopconcernformanynonusers• Commonsecuritymisconceptionwasthatthecardinformationarenot
securelystored,andstealingphoneandmakingpurchasesiseasy
• Wefoundapositivecorrelationbetweenthesecurityknowledgelevelsandthelikelihoodofusingmobiletap-and-pay
• Furtherinvestigationisneededtostudythecausalrelations• Manynonusersmentionedthatiftheylearnmobiletap-and-payismore
secure,theywoulduseit
• AppleandGooglecouldpotentiallyimproveadoptionratesbyeducatingpeopleaboutthesecurityprotections,andaddressingtheirsecuritymisconceptions
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