A MAJOR NEW PELORUS GROUP REPORT

THE MOBILE PAYMENTS

CONSUMER SURVEY
An Exhaustive Survey Of Attitudes, Usage Trends, And Plans Concerning Wireless Payments As Alternatives
To Traditional Payment Methods Exclusive Primary Research Findings Packed With Actionable Data From Over 600 Hundred Consumer Interviews!

ź          Awareness Levels Among Consumers Of Using Cell Phones As Purchasing Tools

ź          Level Of Willingness To Use Mobile Payments

ź          Types Of Transactions Consumers Are Willing To Use Cell Phones For:

-           Convenience Stores Purchases

-           Download Mobile Content

-           Fast Food

-           Fuel

-           Parking

-           Tolls

-           General Purchases

ź          Primary Reasons Consumers Cite For Using Cell Phones For Purchases:

-           Always Carry A Cell Phone

-           Easier Access Than Cash, Cards Or Checks

-           Ease Of Transactions

-           Immediate Access To Balance/Account Data

·           Reasons Consumers Unwilling To Use Cell Phone For Purchases:

-            Cell Phone Not As Convenient To Carry Around

-           Just Another “Thing” To Look After

-           Risk Of Loss/Theft

-           Security

-           Too Complex

-           Other

ź          Transaction Amounts For Which Consumers Are Inclined To Use Cell Phones:

-           General Payments

-           High End Payment

-           Micro Payments

-           Mini Payments

ź          Rating Of Purchasing Methods By Price Point ($5, $10, $25, etc.):

-           Cash

-           Cell Phone

-           Check

-           Credit Card

-           Debit Card

-           Stored Value/Prepaid Card

·           ALL THE ABOVE DATA ANALYZED BY GENDER, AGE, HOUSEHOLD INCOME, AND MORE!

 

Take Instant Stock Of Your Target Market!

The PELORUS Group has conducted an unprecedented survey of mobile payments usage – and plans for usage – among consumers across the United States.  The effort represents a major departure from consensus reports.  This survey brings directly to you the plans and needs and service perceptions of the users themselves.  It clarifies the voice of the consumer, and provides readers with thought-provoking data on how mobile payments are perceived today and why.
In a bold departure from traditional formats, The PELORUS Group is pleased to announce a detailed report constructed almost entirely of primary research.  Entitled “The Mobile Payments Consumer Survey”, it is both a quantitative as well as qualitative report, packed with what product planners, marketing executives, and market developers ask for most – data that is as provocative as it is reliable, accurate, and actionable.

The PELORUS Group's

"Mobile Payments Consumer Survey"

isolates and highlights

 

·           How aware are consumers of the currently offered mobile payment solutions?

·           In general, how do consumers want to use mobile payments?

·           What portion of the U.S. consumer community is aware they can use cell phones for financial transactions?

·           For what type of financial transaction would consumers be willing to use cell phones?

·           What reasons do consumers cite for being reluctant or refusing to use cell phones for purchasing items?

·           How do they compare payment method - by transactions amount (micro payments to macro)?

·           At what household income level will mobile payment adoption be at its highest?  How does it vary by income level?

·           Who are more likely to use cell phones as a payment method, males or females?

·           At which ages are consumers most likely to use cell phones as a payment method?  How does consumer behavior vary by age grouping?

·           Which demographic is least likely to use mobile payments?

·           How do tendencies to employ mobile payments vary by education level?

·           At what household income level will mobile payment adoption be at its highest?  How does it vary by income level?

·           Which regions within the U.S. will record the highest level of mobile payments?  The lowest?

·           What transaction amounts would users be inclined to use their cell phone for?

·           In the consumers' eyes how do mobile payments compare with:

-            Cash?

-            Checks?

-            Credit/Debit Cards?

-            Stored Value Cards?

 

Research Methodology

The analysis presented in this study is based on a primary market research online survey of 600 consumers compiled in December 2006.  Environmental data was collected on each respondent to investigate whether any single or combination of these variables could provide target market understanding.  The following environmental variables were examined and are reported on: gender, age, education level, household income, and respondent’s geographic location.

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Table Of Contents

EXECUTIVE SUMMARY

  Introduction

  Awareness Levels

  Purchase and Usage Patterns

  Payment Preferences

  Figures:

       Cellular Phone Payment Awareness Levels - Total

       Use of Cellular Phone For Payment - Total

       Transaction Types A Cellular Phone Would Be Used For - Total

       Transaction Types A Cellular Phone Would Be Used For - Total (All Respondents)

       Reasons For Using Cellular Phone For Payments - Total

       Reasons For Using Cellular Phone For Payments - Total (All Respondents)

       Reasons For Not Using Cellular Phone For Payments - Total

       Transaction Amounts and Cellular Phone Use For Payment - Total

       Ranking of Payment Option at a $5.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $10.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $25.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $50.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $75.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

 

METHODOLOGY AND ENVIRONMENTAL VARIABLES

  Introduction

  Research Methodology

  Respondent Characteristics

    Gender Distribution

    Age Distribution

    Education Distribution

    Household Income Distribution

    Geographic Distribution

  Tables:

       Gender Distribution - Total

       Age Distribution - Total

       Age Distribution - Males

       Age Distribution - Females

       Education Distribution - Total

       Education Distribution - Males

       Education Distribution - Females

       Household Income Distribution - Total

       Household Income Distribution - Males

       Household Income Distribution - Females

       State to Geographic Region Mapping

       Geographic Region Distribution - Total

       Geographic Region Distribution - Males

       Geographic Region Distribution - Females

 

TECHNOLOGY AWARENESS

  Introduction

  Awareness Level

  Figures:

       Cellular Phone Payment Awareness Levels - Total

       Cellular Phone Payment Awareness Levels - Within Gender

  Tables:

       Cellular Phone Payment Awareness Levels - By Gender

       Cellular Phone Payment Awareness Levels - Within Age Group

       Cellular Phone Payment Awareness Levels - Within Education Level

       Cellular Phone Payment Awareness Levels - Within Household Income Level

       Cellular Phone Payment Awareness Levels - Within Geographic Region

       Cellular Phone Payment Awareness Levels Compared To Survey Distributions - By Age Group

       Cellular Phone Payment Awareness Levels Compared To Survey Distributions - By Education Level

       Cellular Phone Payment Awareness Levels Compared To Survey Distributions - By Household Income Level

       Cellular Phone Payment Awareness Levels Compared To Survey Distributions - By Geographic Regions

 

PURCHASE AND USAGE PATTERNS

  Introduction

  Use Versus Non-Use

  Transaction Types a Cellular Phone Would be Used

  Reasons for Using Cellular Phone for Payments

  Reasons for Not Using Cellular Phone for Payments

  Figures:

       Use of Cellular Phone For Payment - Total

       Use of Cellular Phone For Payment - By Gender

       Transaction Type A Cellular Phone Would Be Used - Total

       Transaction Type A Cellular Phone Would Be Used - Total

       Transaction Type A Cellular Phone Would Be Used - Gender (All Respondents)

       Transaction Type A Cellular Phone Would Be Used - Gender (All Respondents)

       Reasons For Using Cellular Phone For Payments - Total

       Reasons For Using Cellular Phone For Payments - Gender

       Reasons For Using Cellular Phone For Payment - Total (All Respondents)

       Reasons For Using Cellular Phone For Payments - Gender (All Respondents)

       Reasons For Not Using Cellular Phone For Payments - Total

       Reasons For Not Using Cellular Phone For Payments - Gender

 

  Tables:

       Use of Cellular Phone For Payment - Within Age Group

       Use of Cellular Phone For Payment - Within Education Level

       Use of Cellular Phone For Payment - Within Household Income Level

       Use of Cellular Phone For Payment - Within Geographic Regions

       Use of Cellular Phone For Payment - By Age Group

       Use of Cellular Phone For Payment - By Education Level

       Use of Cellular Phone For Payment - By Household Income

       Use of Cellular Phone For Payment - By Geographic Region

       Transaction Type A Cellular Phone Would Be Used - By Age Group

       Transaction Type A Cellular Phone Would Be Used - By Education Level

       Transaction Type A Cellular Phone Would Be Used - By Household Income

       Transaction Type A Cellular Phone Would Be Used - By Geographic Region

       Transaction Type A Cellular Phone Would Be Used - Within Age Group (All Respondents)

       Transaction Type A Cellular Phone Would Be Used - Within Education Level (All Respondents)

       Transaction Type A Cellular Phone Would Be Used - Within Household Income (All Respondents)

       Transaction Type A Cellular Phone Would Be Used - By Geographic Region (All Respondents)

       Reasons For Using Phone For Payments - By Age Group

       Reasons For Using Phone For Payments - By Education Level

       Reasons For Using Phone For Payments - By Household Income

       Reasons For Using Phone For Payments - By Geographic Region

       Reasons For Using Phone For Payments - By Age Group (All Respondents)

       Reasons For Using Phone For Payments - By Education Level (All Respondents)

       Reasons For Using Phone For Payments - By Household Income (All Respondents)

       Reasons For Using Phone For Payments - By Geographic Region (All Respondents)

       Reasons For Not Using Phone For Payments - Within Age Group

       Reasons For Not Using Phone For Payments - Within Education Levels

       Reasons For Not Using Phone For Payments - Within Household Income

       Reasons For Not Using Phone For Payments - Within Geographic Region

 

PAYMENT PREFERENCES

  Introduction

  Transaction Amounts and Cellular Phone Use for Payments

  Ranking of Different Payment Options for Different Payment Purchase Points

  Figures:

       Transaction Amounts and Cellular Phone Use For Payment - Total

       Transaction Amounts and Cellular Phone Use For Payment - Gender

       Ranking of Payment Option at a $5.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $10.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $25.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $50.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $75.00 Purchase Level, Mean Score - Total - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $5.00 Purchase Level, Mean Score - Gender - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $10.00 Purchase Level, Mean Score - Gender - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $25.00 Purchase Level, Mean Score - Gender - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $50.00 Purchase Level, Mean Score - Gender - (1-Most Preferred, 5-Least Preferred)

       Ranking of Payment Option at a $75.00 Purchase Level, Mean Score - Gender - (1-Most Preferred, 5-Least Preferred)

  Tables:

       Transaction Amounts And Cellular Phone Use For Payments - Within Age Group

       Transaction Amounts And Cellular Phone Use For Payments - Within Education Levels

       Transaction Amounts And Cellular Phone Use For Payments - Within Household Income Levels

       Transaction Amounts And Cellular Phone Use For Payments - Within Geographic Region

       Ranking of Payment Options at a $5.00 Purchase Level, Mean Score - Age

       Ranking of Payment Options at a $10.00 Purchase Level, Mean Score - Age

       Ranking of Payment Options at a $25.00 Purchase Level, Mean Score - Age

       Ranking of Payment Options at a $50.00 Purchase Level, Mean Score - Age

       Ranking of Payment Options at a $75.00 Purchase Level, Mean Score - Age

       Ranking of Payment Options at a $5.00 Purchase Level, Mean Score - Education Level

 

     Ranking of Payment Options at a $10.00 Purchase Level, Mean Score - Education Level

       Ranking of Payment Options at a $25.00 Purchase Level, Mean Score - Education Level

       Ranking of Payment Options at a $50.00 Purchase Level, Mean Score - Education Level

       Ranking of Payment Options at a $75.00 Purchase Level, Mean Score - Education Level

       Ranking of Payment Options at a $5.00 Purchase Level, Mean Score - Household Income

       Ranking of Payment Options at a $10.00 Purchase Level, Mean Score - Household Income

       Ranking of Payment Options at a $25.00 Purchase Level, Mean Score - Household Income

       Ranking of Payment Options at a $50.00 Purchase Level, Mean Score - Household Income

       Ranking of Payment Options at a $75.00 Purchase Level, Mean Score - Household Income

       Ranking of Payment Options at a $5.00 Purchase Level, Mean Score - Geographic Region

       Ranking of Payment Options at a $10.00 Purchase Level, Mean Score - Geographic Region

       Ranking of Payment Options at a $25.00 Purchase Level, Mean Score - Geographic Region

       Ranking of Payment Options at a $50.00 Purchase Level, Mean Score - Geographic Region

       Ranking of Payment Options at a $75.00 Purchase Level, Mean Score - Geographic Region

 

APPENDIX A

Gender Distribution - By Age

Gender Distribution - By Education Level

Gender Distribution - By Household Income

Gender Distribution - By Geographic Area

Gender Distribution - Within Age Group

Gender Distribution - Within Education Level

Gender Distribution - Within Household Income

Gender Distribution - Within Geographic Area

Age Distribution - By Education Level

Age Distribution - By Household Income

Age Distribution - By Geographic Region

Education Distribution - By Age

Education Distribution - By Household Income

Education Distribution - By Geographic Region

 

APPENDIX B

Cellular Phone Payment Awareness Levels - By Gender

Cellular Phone Payment Awareness Levels - By Age Group

Cellular Phone Payment Awareness Levels - By Education Level

Cellular Phone Payment Awareness Levels - By Household Income Level

Cellular Phone Payment Awareness Levels - By Geographic Region

 

APPENDIX C

Use of Cellular Phone For Payment - By Gender

Use of Cellular Phone For Payment - By Age Group

Use of Cellular Phone For Payment - By Education Level

Use of Cellular Phone For Payment - By Household Income Level

Use of Cellular Phone For Payment - By Geographic Region

Transaction Types Cellular Phone Used - By Gender

Transaction Types Cellular Phone Would Be Used - By Age Group

Transaction Types Cellular Phone Would Be Used - By Education Level

Transaction Types Cellular Phone Would Be Used - By Household Income Level

Transaction Types Cellular Phone Would Be Used - By Geographic Region

Reason For Using Phone For Payments - By Gender

Reason For Using Phone For Payments - By Age

Reason For Using Phone For Payments - By Education Level

Reason For Using Phone For Payments - By Household Income Level

Reason For Using Phone For Payments - By Geographic Region

Reason For Not Using Phone For Payments - By Gender

Reason For Not Using  Phone For Payments - By Age Group

Reason For Not Using  Phone For Payments - By Education Level

Reason For Not Using  Phone For Payments - By Household Income Level

Reason For Not Using  Phone For Payments - By Geographic Region

 

APPENDIX D

Transaction Amounts And Cellular Phone Use For Payments - By Gender

Transaction Amounts And Cellular Phone Use For Payments - By Age Group

Transaction Amounts And Cellular Phone Use For Payments - By Education Level

Transaction Amounts And Cellular Phone Use For Payments - By Household Income Level

Transaction Amounts And Cellular Phone Use For Payments - By Geographic Region

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ABOUT THE PELORUS GROUP

The PELORUS Group has emerged as one of the fastest growing independent market research houses in the United States, and is widely acknowledged as a leader in financial services data gathering and market analysis.  Market research reports dedicated to the arena include:  Stored Value: New Markets, New Growth; Global Stored Value; Stored Value: 21st Century Currency; Wireless Payments; Alternative Payments; and Stored Value: Transforming The Payments Industry.  In addition to its own in-house staff of professionals, the firm has attracted some of the most sought after authorities to research industry studies and conduct custom assignments.  It has built a clientele base global in proportions, while leveraging its expertise in all facets of financial, telecommunications and information services.

The PELORUS Group

Navigating Change In Emerging Payments' Markets
The PELORUS Group is a market research, management consulting, and business planning services firm.  Its charter is to provide market research, business management, and strategic planning services to its worldwide base of clientele.
Its challenge is to veer away from consensus research, and expose the myths within key financial services industries.

CUSTOM CONSULTING SERVICES
The PELORUS Group regularly advises clients on a proprietary level.  Its senior consultants are highly-recognized industry authorities