Research shows Apple Pay has still to overcome low levels of trust

By John Glenday | Reporter

July 10, 2015 | 1 min read

New research has shown Apple Pay still has a way to go to reach mass acceptance in the UK with consumers more likely to place their faith in the more established PayPal.

A survey of iPhone users conducted by Forrester found that only 27 per cent would put their trust in Apple’s digital wallet, significantly fewer than had faith in PayPal (43 per cent), their bank (41 per cent), a credit card (40 per cent) and Amazon in which 32 per cent of respondents had faith.

In a blog post Forrester analyst Thomas Husson said: “Apple still has to demonstrate the added value it will bring to merchants (better experience, faster checkout, incremental revenues, etc.) and brands. Also, Apple needs to create trust among UK consumers. They managed to do so in the US and no doubt trust will increase with the backing of the main banks (except Barclays)."

Despite these headwinds Apple Pay is still expected to be adopted faster in the UK than in the US thanks to the higher penetration of NFC and contactless payment points in Britain.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Trending

Industry insights

View all
Add your own content +