According to new research, Apple Pay still has a way to go to win the trust of most consumers.
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).”
Husson also goes on to say that Apple Pay uptake will be faster in the UK than in the US because of the UK’s more advanced and extensive contactless infrastructure.
However, he also points out that “faster adoption in the UK does not mean Apple Pay will scale quickly” because the payment service needs merchants much more than merchants need Apple Pay.
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