Only 6 percent of iPhone 6 and iPhone 6 Plus owners use Apple Pay
Apple Pay kicked off last year with the introduction of the iPhone 6 and iPhone 6 Plus by CEO Tim Cook on September 9. Older Apple smartphones were later entertained by the mobile payment solution by the arrival of iOS 8.1 the next month.
Following support by many credit card companies and financial institutions, many customers jumped into the Apple Pay bandwagon. Despite a rocky start, Chase Bank reports that over 1 million of their customers in the United States alone use Apple Pay.
While the fanfare puts Apple Pay in good light, a report by management consulting firms InfoScout and Market Platform Dynamics states that only 9 % of Apple iPhone 6 and iPhone 6 Plus users have ever touched the Apple Pay icon on their phones. The analyst goes on to report that an estimated 85 percent of iPhone 6 and iPhone 6 Plus owners don’t use the servcie, though this is down from 91 percent as of last year November.
“Apple Pay is not yet salient. When it comes up, it has not registered with the [consumer] that they should use Apple Pay,” Schrieber said. “There’s something lacking there in the habit-forming action at checkout.” according to Jared Schrieber, co-founder and CEO of InfoScout.
His counterpart at Market Platform Dynamics, David Evans, said: “Apple will need to either figure out a way to broaden the base of iPhone users who can use Apple Pay from just iPhone 6 users, or figure out a way to increase adoption and use among new iPhone users than it has so far,” Evans said. “Right now, if I was a merchant, I wouldn’t care about a tiny percent of a tiny percent of iPhone users wanting to use Apple Pay and wouldn’t invest in NFC or the hassle of accepting it.”
Despite the low numbers, Google is already working on Android Pay, a payment service that will work like Apple Pay but only customizable per OEM just like Android OS. On the other hand, Samsung is seen scooping up a few payment start-ups here and there. The Korean phone maker looks to be working on something too.
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