Raising consumer awareness of near-field communication (NFC) technology will be key if brands want to increase adoption as new research reveals 33% of consumers have never heard of the technology.
However, early adopters of contactless payment are already converted. eDigitalResearch’s first Mobile Payment Index survey of 2,000 consumers also showed that 89% of first-time users are likely to use the technology again in the near future.
Additionally, of those that have the NFC technology enabled of their smartphone device, an encouraging 47% have already used it to make a purchase, said the report.
However, alongside limited awareness, trust in the technology is also low with over one third (35%) admitting that they wouldn’t use contactless mobile payments because of concerns over security and fraud.
Derek Eccleston from eDigitalResearch said: “It’s not surprising that we’re seeing this sort of wariness from consumers. Unlike mCommerce, where consumers were driving the change and shopping online via their mobiles well before the first shopping apps, this time around it’s up to retailers and technology providers to push for this next revolution of the market. People need to work together to increase consumer awareness, and in turn, settle fears and tackle key issues, such as security.”