Visa Europe launched its second quarterly Contactless Barometer benchmark, studying consumer attitudes and perceptions on contactless technologies across the UK, Poland and Turkey. Research is based on the surveys of 1,700 banked individuals and in-depth panel sessions with around 500 contactless card owners per market.
Results show that contactless owners value the convenience and ease of contactless payments, but suggests that the current relatively low acceptance levels in some markets is still preventing usage from becoming an everyday habit.
Seventy seven percent of contactless owners across all three markets agreed or strongly agreed that contactless technology would ultimately become more commonplace than cash as a payment method. Eighty seven per cent also agreed that contactless will be instrumental in bringing mobile contactless payments to market in the near future.
The research also provides insight into the role that banks and retailers can play in further stimulating consumer adoption of contactless payments:
Communication received from the bank either before or after receipt of a contactless card plays a vital role in driving understanding and awareness of the new service among contactless cardholders
External communications like TV and poster advertising is also cited by respondents as important
Collateral at the point-of-sale also plays its part in reminding consumers where they can use contactless payments
Incentives to use the technology would also be of interest once contactless infrastructure reaches critical mass