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1、A Digital Update, By The NumbersLocal Online Advertising Conference 2015Gian FulgoniCo-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.Base: Mobile BuyersRemote Commerc
2、eProximity Payments comScore, Inc.Source: Emerging Digital Payments Advisor Proprietary. DIGPAY1. Which of the following digital payment tools, if any, are you aware of? Please select all that apply.2779%7%18%16%1%2%6%11%6%3%1%2%1%1%1%1%0%PayPal Google PayPal CreditAmazon Bitcoin Apple Pay Visa Chec
3、kout StarbucksiTunes Dunkin Donuts MasterPassServe Samsung Wallet Square OrderSoftcard LevelUp CurrentCQ4 2014Q3 201490%44%42%38%27%25%24%24%20%13%11%7%7%6%5%3%2%PayPal Google PayPal CreditAmazon Bitcoin Apple PayVisa CheckoutStarbucksiTunesDunkin Donuts MasterPass ServeSamsung Wallet Square OrderSo
4、ftcard LevelUp CurrentCQ4 2014Q3 2014One fourth of U.S. consumers who made an online purchase are aware of Apple Pay, but usage still low. PayPal leads by substantial margin.Digital Payment ToolsAwareness and Usage of Digital WalletsBase: Total Respondents: 2,857 (Q3); 2,878 (Q4)Awareness of Digital
5、 Wallets -Among Digital Buyers-Base: Respondents aware of any digital payment tools: 2,567 (Q3); 2,672 (Q4)Usage of Digital Wallets -Among Digital Buyers-DIGPAY2. Which of the following digital payment tools, if any, have you ever used? Please select all that apply. comScore, Inc.Proprietary.2828% o
6、f 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 PayQ4 201428%Apple OwnersBase: 251 (Apple Owners)QOS_MOB. What type of smartphone do you have?Intend to use Apple Pay i
7、n Next 6 Months (7 point scale, Top 2 Box, % Likely)39% 52% 32%Widely accepted by merchantsMost influential factors when choosing to use Apple Pay, assuming availability on any device. (7 point scale, Top 2 Box, % Influential)Smartphone OwnersApple OwnersAndroid OwnersSource: Emerging Digital Paymen
8、ts Advisor QAPPLEPAY3: Apple recently launched a service called Apple Pay that lets you make purchases with a credit or debit card in mobile apps 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 li
9、kely are you to use Apple Pay in the next six months? QAPPLEPAY4: How influential are the following factors in choosing to use Apple Pay, assuming it was available on your phone today?Base: 708 (Smartphone Owners); 251 (Apple Owners); 435 Android OwnersOffers enhanced security44% 59%35% Ease of use4
10、2% 55%36%Offers rewards40% 50% 35% Offers discounts39% 49%34% comScore, Inc. Proprietary. apply.29Grocery stores are the most oft-cited merchants to accept Apple Pay among both Apple and Android owners.Apple Pay MerchantsQ4 201428%27%26%26%21%19%16%15%Gas stationFast food restaurantFull service/sit-
11、down restaurantDrug storeDigital goods storeHotelsLocal/Small RetailersAirlinesAt what types of stores would you use Apple Pay, assuming it was available on your phone today?Smartphone OwnersApple OwnersAndroid OwnersGrocery store36%or entering card details. If you were to use Apple Pay, what types
12、of cards would you add to Apple Pay? Please select all that apply.32%Department store or big box storeSource: 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 today? Pl
13、ease select all thatQAPPLEPAY6: Apple Pay lets users add up to eight credit or debit cards to make purchases in stores and in apps without swiping a cardBase: 708 (Smartphone Owners); 251 (Apple Owners); 435 Android OwnersIn mid February 2014, Samsung acquired mobile payments startup LoopPay, a tech
14、nology that doesnt require NFC and is already compatible with around 90% of POS terminals.Samsung LoopPay AcquisitionQ1 2015Feb. 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
15、 mobile payments offering at its Galaxy S6 smartphone launch on March 1”“The LoopPay setup “has the potential to work“ in about 90 percent of existing POS terminals, according to Samsung, something that could help the technology spread quickly.”30 comScore, Inc. Proprietary.Key Findings: Mobile and
16、Digital Commerce Mobile digital engagement has surged - to the extent that marketers MUST have a mobile strategy. 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 then how to ensure usage. The channel
