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What Motivates Mobile Payment? Content What motivates mobile payment? Content Introduction 3 € The mobile payment landscape 4 The barriers for adoption of 7 mobile payment Conclusion 35 The tools behind the research 36 About YouGov 37 Intro This report is in two parts. The first part analyses the current state This report pulls data from YouGov Profiles and YouGov Omnibus of mobile payment in the Nordics and looks at the usage of surveys. Survey information by country is broken down as follows: different apps for mobile payment across the Nordic populations. Sweden n= 2,039 adults aged 18+ between 14 August – 3 September 2019 The report also offers a deep-dive profile of the heavy users of Denmark n= 2,045 adults aged 18+ between 14 August – 3 September 2019 Norway n= 1,016 adults aged 18+ between 14 August – 3 September 2019 mobile payment apps, showing you how to target them and the Finland n= 1,879 adults aged 18+ between 14 August – 3 September 2019 optimal messages to use. The second part profile the group who have not adopted mobile payment and shows barriers to adoption in this group. Mobile payment Initially, the Nordic countries were introduced to mobile peer-to-peer payment. The more broad use of mobile payment that includes in-store payment came later. Swish was launched in Sweden as a cooperation between 6 large banks in late 2012 – and was thus the first peer-to-peer mobile payment app in the Nordics. The app linked bank account details to a phone number, and enabled consumers to transfer money in real time. The following year Danske Bank introduced MobilePay in Denmark (May 2013) and in Finland in December. Vipps was launched in Norway in May 2015. Both Swish, MobilePay and Vipps are now also available for in-store payment. Nordic Denmark Sweden Use mobile payments apps at least 47% Use mobile payments apps at least 43% overview once a week once a week 7% of the population use a mobile 4% of the population use a mobile payment app every day payment app every day 11% Do not use mobile payment apps 12% Do not use mobile payment apps Of those not using mobile payment apps Of those not using mobile payment apps 25% don’t have a smartphone vs 11% in 32% don't think mobile payment apps are the other Nordic markets secure vs 19% in the other Nordic markets 85% Use MobilePay for mobile payment 82% Use Swish for mobile payment Sweden and Denmark Norway Finland take the lead when it 36% Use mobile payments apps at least 34% Use mobile payments apps at least comes to how once a week once a week widespread mobile 4% of the population use a mobile 10% of the population use a mobile payment is payment app every day payment app every day 14% Do not use mobile payment apps 48% Do not use mobile payment apps Main reason for not using mobile payment: Main reason for not using mobile payment: ”I prefer to use cards (e.g. debit, credit)” ”I prefer to use cards (e.g. debit, credit)” 78% Use Vipps for mobile payment 20% Use MobilePay Mobile payment in Sweden How often do you use mobile payment Sweden 2% The majority of the Swedish adult population use mobile payments apps from time to time (88%). Only 12 % never use mobile payment apps. 43% 55% At least once a week – 43% Once a month or less – 55% Do not know – 2% Base: Use mobile payment apps (1792 Swedes 18+) Swish is the market leader in terms of awareness and impression Which of the following apps have you ever Overall, of which of the following apps do you have a heard of? positive impression? Swish 95% Swish 81% PayPal 80% PayPal 31% Apple Pay 43% Apple Pay 8% Google Pay 39% Samsung Pay 7% Samsung Pay 36% Google Pay 7% Masterpass 12% Masterpass 2% MobilePay 9% MobilePay 1% Base: 2039 Swedes 18+ In Sweden, mobile payments are almost equal to Swish … Apps for mobile payment Swish was launched in 2012 as a peer-to-peer payment system. Today 82% Swish is also available for businesses who can choose to use Swish Företag for in-store payments or as an alternative to sms-payments and Swish Handel for web shops. Swish is owned by Getswish AB, which is owned by Danske Bank, Handelsbanken, Länsförsäkringar, Nordea, SEB as well as Swedbank and Sparbankerna. 19% 6% 3% 3% Base: 2039 Swedes 18+ Heavy users of mobile payment have a more favorable opinion of Apple Pay Heavy users of mobile payment SOCIAL MEDIA kr APPS FOR MOBILE PAYMENT 43% have used LinkedIn in the past 30 days (vs 24% of nation) 87% Swish 82% 33% have used Pinterest in the 26% PayPal past 30 days (vs 17% of nation) Profile of the 19% 25% have used Snapchat in the 4% who use mobile Apple Pay 40% past 30 days (vs 25% of nation) payment every day 6% 10% Samsung Pay 3% 9% Google Pay 3% ADVERTISING are aged 18-39 Heavy users of mobile payment Nation 59% (vs 36% of nation) Online ads grab my attention 66% vs. 42% of nation I'm always on the lookout for special offers Cinema ads grab my attention live in Stockholm 25% vs. 12% of nation 36% (vs 22% of nation) 51% vs. 37% of nation YouGov Profiles Mobile payment in Denmark How often do you use mobile payment Denmark 5% The majority of the Danish adult population use mobile payments apps from time to time (89%). Only 11% never use mobile payment apps. 47% 49% At least once a week – 47% Once a month or less – 49% Do not know – 5% Base: Use mobile payment apps (1829 Danes 18+) MobilePay has a strong position in Denmark Which of the following apps have you ever Overall, of which of the following apps do you have a heard of? positive impression? MobilePay 93% MobilePay 78% PayPal 63% PayPal 24% Apple Pay 42% Dankort App 12% Dankort App 38% Apple Pay 10% Google Pay 31% Google Pay 6% Base: 2045 Danes 18+ Most Danes use MobilePay while Dankort App is struggling to gain a position and Apple Pay is just making its entrance on the market Apps for mobile payment In 2018, MobilePay was used for more than 280 million transactions. 85% To compete with MobilePay, Dankort launched their own mobile wallet in 2017, simply called ‘Dankort app’. While MobilePay processes VISA, VISA/Dankort, Dankort, MasterCard, MasterCard Debet, Maestro and VISA Electron, Dankort app only uses Dankort. 6% 9% 9% 2% Base: 2045 Danes 18+ Kr. Heavy users of mobile payment in Denmark are using several mobile payment apps ADVERTISING kr APPS FOR MOBILE PAYMENT AD 96% MobilePay 85% 38% 34% 30% 59% Apple Pay Profile of the 6% 36% Radio adverts grab Billboards grab Online ads grab 7% who use mobile Dankort App 9% my attention my attention my attention payment every day (vs 11% of nation) (vs 13% of nation) (vs 41% of nation) 21% PayPal 9% 13% Google Pay are men 2% SOCIAL MEDIA USE 66% (vs 49% of nation) Heavy users of mobile payment Nation are aged 18-29 PRIMARY BANK 42% (vs 20% of nation) 64% 55% 53% 5% 14% (vs 45% of nation) (vs 33% of nation) (vs 34% of nation) 42% region: Capital (vs 32% of nation) (vs 1% of nation) (vs 8% of nation) YouGov Profiles Mobile payment in Norway How often do you use mobile payment Norway 5% The majority of the Norwegian adult population use mobile payment apps from time to time (86%) but they do not use it as frequently as Swedes and Danes. Only 36% 14% never use mobile payment apps. At least once a week – 36% 60% Once a month or less – 60% Do not know – 5% Base: Use mobile payment apps (871 Norwegian 18+) Vipps has a very strong position in Norway at the moment Which of the following apps have you ever Overall, of which of the following apps do you have a heard of? positive impression? Vipps 94% Vipps 79% PayPal 78% PayPal 41% Apple Pay 51% Google Pay 11% Google Pay 50% Apple Pay 9% Base: 1016 Norwegian 18+ Most Norwegians use Vipps for mobile payment, while PayPal is the second most used app … Apps for mobile payment Paypal’s 'Friends Payment Service' arrived 78% in Norway in 2019 to offer cashless financial transactions. Up until then, the payment application 26% Vipps, has been the main provider of such services 7% 5% in Norway. Base: 1016 Norwegians 18+ Kr. The 36% who use mobile payment at least once a week PRIMARY BANK kr APPS FOR MOBILE PAYMENT 37% (vs 30% of nation) 94% Vipps 78% Profile of the 33% PayPal SOCIAL MEDIA USE 36% who use mobile 26% 11% payment at least Google Pay once a week 7% 10% Apple Pay 71% 68% 34% 5% (vs 53% of nation) (vs 56% of nation) (vs 22% of nation) Heavy users of mobile payment Nation I often notice the advertisements on are aged 18-29 MEDIA USE LAST 30 DAYS 32% (vs 20% of nation) the Internet 22% vs. 10% of nation Celebrity endorsements have an are students effect on the things I buy Streamed YouTube Streamed Spotify 22% (vs 13% of nation) 60% (vs 46% of nation) 44% (vs 30% of nation) 12% vs. 6% of nation YouGov Profiles Mobile payment in Finland Smallest rates of mobile payment Finland Finland is the Nordic country with the smallest rate of 7% mobile payment usage.
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