A new study from the Auriemma Consulting Group, a financial consulting firm, indicates that there are two distinct groups of consumers when it comes to mobile commerce. The study notes that the division is very black and white. The first group represents consumers who are willing to adopt mobile commerce and purchase NFC-enabled mobile devices. The second group represents those who are unwilling to take part in mobile payments. The study shows that the latter of the two is the largest by a significant margin.
According to Auriemma, approximately 30% of U.S. consumers would purchase new NFC-enabled smart phones or upgrade their current devices. The common thread binding these consumers is their love of the idea of using their phones as a payment platform. Auriemma notes that these consumers are also keen to adopt NFC payments because they believe they will gain access to some kind of discount or special offer.
The remaining 70% of consumers are not interested in mobile commerce at all. Of these people, 73% cited security concerns as the reason for their disinterest. Another factor among this group is that 66% claim they are highly satisfied with current payment systems. According to Auriemma, the majority of consumers in the U.S. simply do not see NFC payments as easier than using a credit card.
This may not bode well for the future of mobile commerce unless the financial and telecommunications companies investing in the industry can figure out a way to sway consumer interest.
