Use of Apple Pay increases 135% with POS advertising
Use of Apple Pay with iPhones and the Apple Watch jumped 135.2% due to targeted advertising efforts, according to a study by USAT. “The data from this study suggests that call-to-action messages underscoring speed, convenience and security of Apple Pay can act as an electronic gateway for consumers to learn about and use the mobile wallets already installed on their phones," said Maeve McKenna Duska, senior vice president of marketing and sales at USA Technologies.
Apple Pay Messaging Drives 135 Percent Increase in Mobile Payments

November 21, 2016 By: Mike Dautner

USA Technologies, Inc., a payment technology provider of cashless and mobile transactions in self-serve retail, today announced the results of a six-month study testing targeted point-of-sale advertising of Apple Pay, which is transforming mobile payments with an easy, secure and private way to pay that’s fast and convenient.

Based on the results showing a steady upward trajectory in mobile payment usage, USAT concluded that smartphone users shown digital advertising at point-of-sale through the ePort Interactive platform are more apt to pull out their iPhone to make a purchase, and even spend more.

The study’s results suggest targeted advertising can help boost mobile wallet use. The study found that the number of NFC or contactless mobile wallet transactions – triggered when consumers hold their smartphones up to the screens — increased by an astounding 135.2 percent on machines with targeted messaging.

USAT initially unveiled the first four weeks of data at the NAMA OneShow in Chicago in April 2016, followed by a press release in June of this year.

With the release of its latest study, the company has now updated its findings to include six months of data and tracking, bolstering and extending the initial results.

“Based on our study, we believe that when businesses and operators present consumers with the option to pay for items with Apple Pay, the number of mobile payments made and the amount spent, increases,” said Maeve McKenna Duska, senior vice president of marketing and sales, USA Technologies. “The data from this study suggests that call-to-action messages underscoring speed, convenience and security of Apple Pay can act as an electronic gateway for consumers to learn about and use the mobile wallets already installed on their phones. Further, unattended markets are continuing to drive Apple Pay usage as it offers consumers a simple and convenient way to pay without cash or a credit card.”