Awareness of NFC mobile payments is on the rise in the UK, according to YouGov’s new Mobile Wallet tracking study.
Over a third (36%) of the UK population is now aware of “contactless technology in mobile payments,” while 12% are aware of the existence of NFC technology. However, despite the recent launches of Barclay’s Pingit, Orange’s Quick Tap and O2 Wallet, marketing communications that promote the use of this technology have not made the desired impact, according to YouGov.
Additionally, many in the UK are concerned about the security of mobile payments, with just 12% responding that they intend to adopt mobile payment technology over the next two years. YouGov’s study also revealed that consumers will need incentives such as loyalty cards and discounts on purchases in order for mobile payments to be worthwhile.
“The market is saying, ‘Speed and convenience is all well and good, but it has to be secure. Besides, what’s in it for me?”‘ commented John Gilbert, consulting director for YouGov’s Technology and Telecoms sector. “Furthermore, there appears to be some confusion as to which pillar of the industry will take charge — handset manufacturers, banks, mobile operators or retailers? Until issues of security and standardization of practices and technology are resolved, future adoption will continue to stall.”
Gilbert added that the Olympic Games in London this summer may boost awareness and demand for contactless payments.