A total of 10.8% of Australians now use non-bank contactless mobile payment services such as Apple Pay and Google Pay, up from 7.1% a year ago. Apple Pay is now used by 6.5% (up from 4.1%) and Google Pay is now used by 4.1% (up from 3.6%). Samsung Pay was unchanged at 1%.
Roy Morgan’s Helix Personas uses deep psychographic insights, far beyond simple demographics, to segment consumers. The tool incorporates values, beliefs and attitudes which are the best predictors of consumer behaviour, so brands can reach their customers most effectively with messages that resonate.
Analysing take-up of non-bank contactless mobile payment services confirms that the young trend- and tech-focused 200 Metrotechs are the most likely to use these services, with more than one in six (16.9%) in this community using either Apple Pay, Google Pay or Samsung Pay.
• 200 Metrotechs: Socially aware, successful, career-focused and culturally diverse, Metrotechs are trend- and tech-focused. They are committed experience-seekers, willing to spend big on the best of city life and thrive on being out and about in the world.
Also taking quickly to the frictionless convenience of the new services are the big spending 100 Leading Lifestyles (12.2%) and highly ambitious and culturally diverse up-and-comers 300 Aspirationals (12.1%).
• 100 Leading Lifestyles: Focused on success, career and family, people in the Leading Lifestyles Community are proud of their prosperity and achievements. They are big spenders and enjoy cultured living to the max.
• 300 Aspirationals: Driven by dreams of a big future, Aspirationals are highly ambitious and culturally diverse up-and-comers. Careful spenders, they’re working hard today to create a more successful tomorrow.
Take-up among other Helix Persona Communities has not been as rapid, with fewer than one in ten of those in the 500 Doing Fine (9.8%), 400 Hearth and Home (8.5%) and 600 Fair Go (7.9%) now using non-bank contactless mobile payment services. (See below for further details on these Helix Persona Communities.)
Roy Morgan CEO Michele Levine suggests there are opportunities for nimble fintech firms to grow their market amongst Australians concerned about the health risks payments requiring contact:
“The take-up of contactless mobile payment services has been far from uniform: young trend- and tech-focused Australians in the 200 Metrotechs community are around twice as likely as those in 400 Hearth and Home or 600 Fair Go to already be using Apple Pay, Google Pay or Samsung Pay.
“The quick take-up of Metrotechs is no surprise, but it does highlight opportunities for enterprising companies to offer safer contactless payment services to Helix Persona communities who are currently under-utilising these services.
“At a time when all Australians are being encouraged to social distance and hand-sanitise to prevent the spread of the deadly COVID-19 coronavirus, there are clear benefits for many people, particularly older Australians (70+) and those suffering from a pre-existing serious illness, to increase their usage of safer contactless payment services,” said Ms. Levine.
These new digital payment findings are from Roy Morgan Single Source, Australia’s leading consumer survey, compiled by comprehensive interviews with a sample of over 1,000 Australians each week.
Related research findings
For further in-depth analysis, take a look at Roy Morgan’s Digital Payments Report.
For comments or more information about Roy Morgan’s digital payment data please contact:
Roy Morgan Enquiries
Office: +61 (3) 9224 5309
Use of non-bank contactless/cardless mobile payments: 2017 cf. 2018 cf. 2019
Source: Roy Morgan Single Source Australia, April 2017 – March 2018, n=50,014, April 2018 – March 2019, n=51,362, April 2019 – March 2020, n=50,250. Base: Australians 14+
Use of non-bank contactless/cardless mobile payments by Helix Personas
Source: Roy Morgan Single Source Australia, April 2019 – March 2020, n=50,250. Base: Australians 14+