Study sees a ‘powerful shift’ toward use of mobile wallets like Apple Pay

A new report from Vibes, a company that specializes in mobile marketing, reveals a “powerful” consumer shift towards regularly using mobile wallets like Apple Pay and Android Pay, spurred by ongoing investments in mobile wallet technology by Apple and Google.

Results of the study (which mistakingly calls Apple Pay “Apple Wallet”) show that consumers actively seek out certain types of campaigns if they directly or immediately benefit them. At the heart of this trend, Vibes also finds that coupons and loyalty are primary reasons consumers engage with brands via mobile. According to the study:

  • About a third (32%) of smartphone users currently use a mobile wallet like Apple Wallet … er, Apple Pay … and Android Pay.
  • Over nine in ten (94%) mobile wallet users are likely to save personalized mobile wallet offers and coupons.
  • Approximately eight in ten (82 %) smartphone users report that digital coupons are convenient when compared to printing out coupons and bringing them to the store.
  • The majority of consumers (59%) say their opinion of a retailer would become more positive if they started to receive coupons and offers that could be saved on their smartphones.
  • Two-thirds of respondents (66%) would have a more positive opinion of a loyalty program if the program allowed them to store and access their information on their smartphone in a mobile wallet app.
  • After clicking on a mobile ad, about half (49%) of respondents said a mobile coupon page is their preferred destination, as opposed to respondents who prefer landing on a mobile commerce page (26%) or an app download page (25%).
  • Almost six in ten respondents (59%) want to receive text alerts (SMS / MMS) with updates on their orders from retailers and brands.
  • Seventy-seven percent (77%) of smartphone users say receiving surprise points or rewards, exclusive content and special birthday or anniversary mobile messages would have a positive impact on their brand loyalty.

Vibes' 2016 Mobile Consumer Report is based on recently captured consumer data from over 1,000 consumers.