Results of 6-Month Study by USAT Show Marketers Who Promote Apple Pay See Increase in Mobile Payments and Overall Spend at Point-of-Sale
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Displays and call-to-action messages can act as an electronic gateway for consumers to learn about and use the mobile wallets already installed on their phones (Photo: Business Wire)
Findings by USAT after 24 weeks show targeted, digital advertising on USAT's ePort Interactive platform that highlight Apple Pay availability at point-of-sale resulted in a:
*Weeks 21-24 historically represent a seasonal dip in visits to vending machines overall.
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 National
Automatic Merchandising Association's (NAMA) OneShow in
"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
The results of the study are clear: when consumers are asked to pay with their phones, they do. But they're also more likely to make a purchase that they otherwise might not, regardless of how they ultimately pay for their items.
Furthermore, the numbers provide evidence that negative seasonality trends may be tempered, and even reversed, by telling consumers they have an option to pay with Apple Pay.
About the Study:
The study measured the impact of targeted digital advertising screens on
consumers' use of mobile wallets - primarily Apple Pay - across 35
vending machines located in
The 130 devices in the control group, on the other hand, simply displayed "Ready - Swipe or Tap Now" above the Apple Pay and other contactless payment services logos.
While the initial, four-week results showed both sales and average contactless ticket increases, the extended results provide insight not only into how consumers interact with vending machines displaying interactive messaging, but into broader consumer adoption of consumer wallets. The full results of the study, detailed in a white paper titled "Targeted Advertising Leads to Surge in Contactless Sales," are available upon request.
Sales and Partnership Inquiries:
"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: All statements other than statements of historical fact included in this release, including without limitation the business strategy and the plans and objectives of USAT's management for future operations, are forward-looking statements. When used in this release, words such as "anticipate", "believe", "estimate", "expect", "intend", and similar expressions, as they relate to USAT or its management, identify forward-looking statements. Such forward-looking statements are based on the beliefs of USAT's management, as well as assumptions made by and information currently available to USAT's management. Actual results could differ materially from those contemplated by the forward-looking statements as a result of certain factors, including but not limited to, the ability of USAT to predict future market conditions and consumer behavior; the possibility that all of the expected benefits and efficiencies from digital advertising highlighting Apple Pay and other contactless payment services logos, including increases in overall transactions, revenue and/or average ticket, will not be realized by all vending operators and on all vending machines or within the expected time period; and the ability of USAT to operate without infringing or violating the intellectual property rights of others. Readers are cautioned not to place undue reliance on these forward-looking statements. Any forward-looking statement made by us in this release speaks only as of the date of this release. Unless required by law, USAT does not undertake to release publicly any revisions to these forward-looking statements to reflect future events or circumstances or to reflect the occurrence of unanticipated events.
- G-USAT -
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