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1、 comScore, Inc. Proprietary. A Digital Update, By The Numbers Local Online Advertising Conference 2015 Gian Fulgoni Co-Founder 526 (Q4) Source: Emerging Digital Payments Advisor In , which of the following methods did you use to buy goods or services on your smartphone? Please select all that apply.
2、 Base: Mobile Buyers Remote Commerce Proximity Payments comScore, Inc. Proprietary. 27 79% 7% 18% 16% 1% 2% 6% 11% 6% 3% 1% 2% 1% 1% 1% 1% 0% PayPal Google PayPal Credit Amazon Bitcoin Apple Pay Visa Checkout Starbucks iTunes Dunkin Donuts MasterPass Serve Samsung Wallet Square Order Softcard LevelU
3、p CurrentC Q4 2014 Q3 2014 90% 44% 42% 38% 27% 25% 24% 24% 20% 13% 11% 7% 7% 6% 5% 3% 2% PayPal Google PayPal Credit Amazon Bitcoin Apple Pay Visa Checkout Starbucks iTunes Dunkin Donuts MasterPass Serve Samsung Wallet Square Order Softcard LevelUp CurrentC Q4 2014 Q3 2014 One fourth of U.S. consume
4、rs who made an online purchase are aware of Apple Pay, but usage still low. PayPal leads by substantial margin. Digital Payment Tools Awareness and Usage of Digital Wallets Source: Emerging Digital Payments Advisor DIGPAY1. Which of the following digital payment tools, if any, are you aware of? Plea
5、se select all that apply. DIGPAY2. Which of the following digital payment tools, if any, have you ever used? Please select all that apply. Base: Total Respondents: 2,857 (Q3); 2,878 (Q4) Awareness of Digital Wallets -Among Digital Buyers- Base: Respondents aware of any digital payment tools: 2,567 (
6、Q3); 2,672 (Q4) Usage of Digital Wallets -Among Digital Buyers- comScore, Inc. Proprietary. 28 28% of Apple owners say they intend to use Apple Pay during the first half of 2015. Security is cited as the most influential factor when choosing to use the service. Intent to use Apple Pay Q4 2014 28% Ap
7、ple Owners Intend to use Apple Pay in Next 6 Months (7 point scale, Top 2 Box, % Likely) 44% 42% 40% 39% 39% 59% 55% 50% 49% 52% 35% 36% 35% 34% 32% Offers enhanced security Ease of use Offers rewards Offers discounts Widely accepted by merchants Smartphone OwnersApple OwnersAndroid Owners Most infl
8、uential factors when choosing to use Apple Pay, assuming availability on any device. (7 point scale, Top 2 Box, % Influential) Source: Emerging Digital Payments Advisor QAPPLEPAY3: Apple recently launched a service called Apple Pay that lets you make purchases with a credit or debit card in mobile a
9、pps by tapping a checkout button or in retail stores by holding your phone over a card reader. Your purchases are authorized by using your fingerprint. How likely are you to use Apple Pay in the next six months? QAPPLEPAY4: How influential are the following factors in choosing to use Apple Pay, assu
10、ming it was available on your phone today? QOS_MOB. What type of smartphone do you have? Base: 708 (Smartphone Owners); 251 (Apple Owners); 435 Android Owners Base: 251 (Apple Owners) comScore, Inc. Proprietary. 29 Grocery stores are the most oft-cited merchants to accept Apple Pay among both Apple
11、and Android owners. Apple Pay Merchants Q4 2014 36% 32% 28% 27% 26% 26% 21% 19% 16% 15% Grocery store Department store or big box store Gas station Fast food restaurant Full service/sit-down restaurant Drug store Digital goods store Hotels Local/Small Retailers Airlines Smartphone OwnersApple Owners
12、Android Owners At what types of stores would you use Apple Pay, assuming it was available on your phone today? Source: Emerging Digital Payments Advisor QOS_MOB. What type of smartphone do you have? QAPPLEPAY5: At what types of stores would you use Apple Pay, assuming it was available on your phone
13、today? Please select all that apply. QAPPLEPAY6: Apple Pay lets users add up to eight credit or debit cards to make purchases in stores and in apps without swiping a card or entering card details. If you were to use Apple Pay, what types of cards would you add to Apple Pay? Please select all that ap
14、ply. Base: 708 (Smartphone Owners); 251 (Apple Owners); 435 Android Owners comScore, Inc. Proprietary. 30 In mid February 2014, Samsung acquired mobile payments startup LoopPay, a technology that doesnt require NFC and is already compatible with around 90% of POS terminals. Samsung LoopPay Acquisiti
15、on Q1 2015 Feb. 18, 2014: “Samsung has acquired mobile payments startup LoopPay, as good a sign as any that it will soon launch a competitor to Apple Pay.” “Samsung plans to show off a new mobile payments offering at its Galaxy S6 smartphone launch on March 1” “The LoopPay setup “has the potential t
16、o work“ in about 90 percent of existing POS terminals, according to Samsung, something that could help the technology spread quickly.” comScore, Inc. Proprietary. 31 Key Findings: Mobile and Digital Commerce Mobile digital engagement has surged - to the extent that marketers MUST have a mobile strat
17、egy. However, overall usage of the desktop has not declined, so marketers also need to maintain a desktop strategy. Apps have become the majority way of accessing the internet. The app challenge for marketers is a two-fold conundrum: first, how to get the app downloaded to the mobile device, but the
18、n how to ensure usage. The channel shift to digital-commerce seems to be accelerating as more consumers opt for shopping online or end up converting online due to increased prevalence of mobile-driven showrooming behavior. comScore, Inc. Proprietary. 32 Key Findings: Digital Advertising The viewabil
19、ity of digital ads has been proven to be an important determinant of digital ad campaign effectiveness. But, digital viewability rates have been shown to be low, especially on the programmatic exchanges, creating a demand from buyers for guaranteed viewability. Overall publisher response is still in
20、 a state of flux but appears to be heading towards guarantees. comScore, Inc. Proprietary. 33 Key Findings: Mobile Payments Private label store cards and emerging payment methods are gaining e-Commerce market share against traditional credit/debit. Mobile commerce is branching into two categories, w
21、here remote commerce is analogous to e-commerce buying and proximity payments, which impact in-store sales. Digital payment tools hope to improve checkout conversion for remote and proximity transactions; usage of these tools is currently low, but growing Niche solutions like Starbucks and Dunkin Do
22、nuts show that adoption may be driven by three key concepts: demonstrating value to a consumer, frequency of transactions and transaction size. Apple Pay is primarily being deployed for proximity payments, which require NFC-enabled POS systems at merchants; upgrade timing might be ideal considering US shift to EMV cards comScore, Inc. Proprietary. comScore For copy of presentation please email: L Thank You!