Study: Customers Not In The Habit Of Using Apple Pay

(RTTNews) - The adoption rate of Apple Pay is high, but low repeat usage and lost payment opportunities have undermined the growth potential of the mobile payment and digital wallet service launched in the U.S. by Apple Inc. (AAPL) in October last year, according to new research from Phoenix Marketing International among 3,002 credit cardholders.

The research showed that 11% of all credit card-owning households and 66% of iPhone 6 owners in the U.S. have already adopted Apple Pay just four months after the service was launched. Eighty-two percent of adopters linked a credit card to Apple Pay but 53% linked a debit card and 20% included a GPR prepaid card in the new wallet.

The research estimated the Apple Pay user base at around 8 million households and some 12 million individuals.

However, the research showed that just 52% of Apple Pay adopters have used the service more than once in the last four months.

"Even though Apple Pay users generally give the scheme high marks and 23% expect to significantly increase use over the next 3 months, problems at check-out are downgrading transaction potential," said Leon Majors, Senior Vice President at Phoenix. "Two-out-of-three Apple Pay users have reported a problem at checkout - mostly related to terminals not working or taking too long to make the transaction, inaccurate posting of transactions and the inability of cashiers to help buyers who needed assistance in using Apple Pay."