Modern people are typically up to date with all the latest developments in technology and communications and are generally positive in their attitude towards innovations. New gadgets tend to gain popularity very quickly and move into the mainstream within months.
One of the relatively new developments in mobile technology is contactless payment and it is yet to be fully adopted. A new study from eDigitalResearch suggests that brands should be doing more to increase awareness and to help consumers overcome their prime concern – safety.
Overall, one in three consumers say they have never heard of NFC (Near Field Communication) technology and 35% say they would not use it because of lack of trust. However, those who have used contactless payment share a general feeling of satisfaction with the experience, as 89% of them would use the technology again and more than a quarter think they are likely to use contactless payment technology more over the next year.
Contactless payment is preferred by young male consumers who buy small to medium-sized products. Almost half of all consumers who have the technology enabled on their smartphones have tried it at least once, the study also reveals.
Derek Eccleston, head of research at eDigitalResearch, says that while consumers were the driving force behind the evolution of e-commerce and m-commerce, NFC is being pushed forward by brands and providers, so it is hardly a surprise that consumers are wary of it. He adds that awareness should be raised and consumer concerns should be dealt with before the full adoption of NFC takes place.