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Apple Card Poised for Success with Brand Loyalists and May Increase Apple Pay Usage

(New York, NY): Apple’s new credit card will be released later this summer and is well-positioned to capture the attention of Apple’s existing shoppers and Pay users, according to a study by Auriemma Research. The card appears designed with Apple enthusiasts in mind and may encourage the use of Apple Pay.

Although the Apple card has not yet been released, it is already well-liked by Apple Pay users. Three-quarters of them are attracted to the card’s offer, which includes a strong incentive for using Apple Pay at the point-of-sale. Cardholders earn 3% cash back on all Apple purchases, 2% for using Apple Pay, and 1% for using the physical card. Unlike most rewards cards, Apple’s rewards will be available automatically, deposited on an Apple Cash card daily or applied as a statement credit with no activation or redemption necessary.

“In the past, any uncertainty or issues using mobile payments often led consumers to fall back to the plastic card to avoid friction at the point-of-sale,” says Jaclyn Holmes, Director of Auriemma Research. “Shoppers now have reason to ask the cashier if Apple Pay is accepted in order to maximize the rewards they’ll earn on the purchase.”

Cash back won’t be the only thing encouraging Apple cardholders into Apple Pay. The digital card will be stored in the Wallet app, along with accompanying tools and features (e.g., sophisticated spend analyzers, transparent payment calculators). Because of this integration, Apple cardholders’ familiarity with the Wallet app (and Apple Pay) should increase.

Apple’s titanium card is different from others on the market, featuring a sleek and numberless display and a redesigned EMV chip. But even Apple’s physical card softly promotes Apple Pay usage. Those who want to make contactless payments will need to use their phone, since the physical card is not expected to support contactless technology.

“The Apple card appears to be another way to get brand loyalists interested in Apple Pay,” says Holmes. “While we shouldn’t expect swaths of non-Apple users to buy an iPhone so they can use an Apple card, we can expect increased engagement among those who already own one.”

Apple Pay users are already abuzz about the offer, according to Auriemma’s study. About half of Apple Pay users have heard about the card, an extremely high proportion considering the card has not yet launched. Awareness for the card is also notable (27%) when looking broadly at all consumers eligible for mobile payments.

Apple’s announcements often garner significant media attention, but these high levels of awareness are impressive for payments. An introductory video for the Apple card uploaded in tandem with the late-March announcement has racked up 17.5 million views as of August 2019, over ten times the number of views for similar videos for other cards.

Interest in Apple’s new credit card also spans beyond brand loyalists. Three-quarters of Apple Pay users are attracted to the Apple card, but so are 60% of eligible non-users. Those who are not attracted to the card most often say it is because they don’t make frequent Apple purchases or they don’t use Apple Pay much/at all. A notable proportion also mention that the rewards were unappealing, citing better rewards with existing cards or cash back percentages being too low.

The interest among non-users represents an opportunity for Apple to increase its Pay user base after over four years of stagnant growth. And between the cash back offer, the integration with Apple Pay, and the contactless technology only being available with the phone, it appears the Apple card is well-positioned to do just that.

“While the Apple card may have an impact on Apple Pay usage, its reception will likely impact other card products and comfort with mobile payments generally,” says Holmes. “Many payment professionals are already thinking about how cardholder expectations for the digital experience may shift in response.”

Survey Methodology

This Auriemma Research study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) between April-May 2019, among 2,029 mobile pay eligible consumers. Respondents were screened to own an eligible smartphone or wearable device. All respondents also have a general purpose credit card in their own name.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

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Card Controls Could Prevent Budget Shortfall and Curb Bad Habits

(London, UK):  Consumers are well-intentioned when building their budget, but even a nominal unplanned expense could leave UK cardholders financially constrained. Many can’t afford the miscalculation—on average they have £20 for daily discretionary purchases and 23% need to put their total income towards outgoings.

Consumers often navigate these financial hurdles on their own. While automation is transforming the banking industry, budgeting remains a very manual process for many cardholders. Auriemma Research’s latest issue of Cardbeat UK confirms that new technology may make budgeting easier for savvy consumers, with challenger banks Monzo and Starling leading the way.

In mid-2018, Monzo and Starling launched tools aimed at giving customers increased control over their spending behaviour. Several months later, Barclays followed, becoming the first high street bank to allow debit cardholders to block payments within specific retailer categories (others may adopt the technology in the future).

The move was aimed at protecting vulnerable consumers by providing them controls to disallow transmission of funds in select areas like gambling services, premium phone lines, pubs and more. The technology even offers a self-activated barrier to purchases in spend categories the consumer deems problematic, stopping them from overindulging at the casino, bar or local eatery. But this technology could evolve to assist in budgeting, helping consumers set spend limits or alerts by merchant category.

Cardholders desire these types of card controls, according to Auriemma’s Cardbeat UK report. Over one-quarter of credit cardholders want the ability to freeze/unfreeze a lost credit card, 22% want to choose which transaction types (e.g., in-store, online) are permitted and 10% want to set spend limits. Currently, 38% say that their issuer offers the freeze feature, 23% say they can choose which merchant categories are permitted and 32% can set spend limits.

“These features are still new, but tools that promote more thoughtful decision-making could help build loyalty with the institution that offers them,” says Jaclyn Holmes, Director of Auriemma Research. “Although card freeze traditionally isn’t used as a budgeting tool, it functions in a similar way to the other card controls and could raise awareness and comfort with this type of technology moving forward.”

Card controls are currently being used to protect against fraud and spend derived from addiction, but future developments could place an emphasis on budgeting.  The study also found that 60% of cardholders are open to credit card alerts, which could be utilised to inform cardholders when they are approaching their spend limit in a category, or send a warning alert once they’ve reached a pre-defined proportion of their allocated spend.

“Challenger banks tend to set the bar in terms of innovation,” says Holmes. “Over the last couple years, we saw high street banks introduce the ability to freeze their cards following Metro Bank’s example in 2014. Barclays is already putting more control in their cardholder’s hands, and we expect others will also build upon the technology and features that deliver more control to cardholders.”

Survey Methodology

The Auriemma Research study was conducted online within the UK by an independent field service provider on behalf of Auriemma from March-April 2019, among 800 adult credit cardholders. The number of interviews completed on a monthly basis is sufficient to allow for statistical significance testing between sub-groups at the 95% confidence level ± 5%, unless otherwise noted. The purpose of the research was not disclosed nor did the respondents know the criteria for qualification.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognised experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximise their performance. Auriemma serves the consumer financial services ecosystem from our offices in London and New York City. For more information, visit us at www.auriemma.group or call Jaclyn Holmes at +44 (0) 207 629 0075.

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Point-of-Sale Installment Plans Are Redefining What’s Affordable

(New York, NY): Shoppers purchasing a new iPhone have two choices at checkout—pay up to $1,500 up front or go on a $60 per month payment plan. It is a familiar set up for anyone who has taken out a home, auto, or student loan: Buy now; pay over time.

Similar plans are emerging in several consumer categories beyond cell phones. Networks, issuers, merchants, and marketplace lenders offer plans in-store and online for consumers who want to pay in installments. Auriemma Research’s latest issue of The Payments Report asked payment cardholders about their appetite for point-of-sale installment plans and found that consumers who exclusively use or prefer debit cards are most likely to consider using them, even for everyday items.

Installment plans have historically been used for larger purchases like furniture and household appliances. However, offers for small to mid-size purchases have increased in popularity at the point-of-sale and sometimes post-purchase, making a range of purchase types possible. Providers like Affirm, American Express, and Amazon offer consumers the option to buy now but pay over a specified period (with transparent terms and pricing). While the specifics differ slightly by provider, the core offering remains the same: a consumer doesn’t need to pay for their entire purchase at once.

This product has wide appeal but resonates most strongly for debit users. Four-in-ten would consider using an installment plan for everyday purchases like groceries and household items. The option allows them to access credit in a way that provides more control, making purchases more manageable, and ultimately more affordable.

Six-in-ten debit cardholders find point-of-sale installment plans attractive, but many have never been offered one. Only 28% of debit cardholders report being offered an installment plan in-store, while more (45%) recall being offered one online. Regardless of channel, both groups that recalled offers reacted positively. Over four-in-ten debit cardholders enrolled in at least one of their in-store (48%) or online (41%) installment plan offers at the point-of-sale. Installment plans appeal to credit cardholders, as well: Although only 17% of credit cardholders received an offer to pay for purchases in installments, 51% of those offered do enroll.

“The structure of an installment plan is very attractive to debit cardholders,” says Jaclyn Holmes, Director of Auriemma Research. “And while credit cardholders have the option of paying off their card balance at their leisure, they, too, clearly have an appetite for something a bit more concrete.”

For many, borrowing via an installment plan is less intimidating than revolving on a credit card. According to a recent issue of The Payments Report, about seven-in-ten cardholders feel installment plans are helpful in budgeting expenses and that they help alleviate the stress of making large purchases. Overall, cardholders appreciate that installment plans provide a time period to pay off the balance.

Understandably, bigger ticket items like electronics, home appliances, and furniture top the list of purchases placed on point-of-sale installment plans, but nearly one-quarter used the product to purchase clothing, and 17% for a shopping cart of items.

“Whether for purchases large or small, installment plans are redefining how consumers view affordability, particularly for those without credit cards,” says Holmes. “Some cardholders find the uncertainty and responsibility of paying back money borrowed on a credit card intimidating, whereas installment plans provide a clearer path and time frame for repayment.”

Survey Methodology

This Auriemma Research study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in February 2019 among 800 adult debit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying. The average interview length was 25 minutes.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

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Contactless Card Rollout May Not Hurt Mobile Payment Adoption, But Probably Won’t Help Either

(New York, NY) The death of plastic. Apple Pay’s launch in 2014 invited headlines touting the digital payments revolution, but in the years since, plastic has thrived. Consumers swiped, they dipped, and now they’re beginning to tap– all with a physical card. Some argue that the proliferation of tapping a physical card at checkout will increase comfort tapping one’s phone. However, a new issue of Auriemma Research’s Mobile Pay Tracker suggests that contactless cards may have some mobile-friendly consumers reverting from digital to physical payments.

Although mobile payments and contactless cards utilize the same near-field communication (NFC) technology, adoption of mobile payments is well behind contactless cards. Three plus years after its mainstream release, mobile payments have only been used by one-third of those eligible—far less than the 59% of contactless cardholders who have tapped with their contactless card.

Consumers appear amenable to contactless cards, specifically because the device (i.e., the physical card) is so familiar. Mobile payment users, however, are even more open to tapping their cards because they’ve been exposed to tapping with their phone. Three-quarters of mobile payment users have used a contactless card to make a contactless payment, compared to just four-in-ten non-users.

“Consumers have been repeatedly asked to change their payment behavior,” says Jaclyn Holmes, Director of Auriemma Research. “While adjusting to various card payments is easy, the larger switch in the physical mechanism of phone payments takes more time.”

Mobile payment users are enthusiastic about contactless technology. The majority (60%) expressed interest in using contactless cards, compared to just over one-quarter of mobile payment non-users. Mobile payment users are also more likely to believe contactless payments can improve everyday purchases. Over one-third say their experience with self-checkout lanes, grocery stores, vending machines, and public transportation would be made better if they were able to use contactless payments.

Until now, many terminals were not accepting of EMV contactless payments because of outdated technology. This has been a struggle for EMV contactless cards as well as Apple, Google, and Samsung Pay. However, with Visa now requiring all contactless terminals to support NFC contactless technology, both EMV contactless cards and mobile payments will have the space to grow.

Although these upgrades will make mobile payments an option at an increasing number of locations, that doesn’t mean mobile payment adoption will rise. Overall, consumers are uncertain about whether contactless card payments are better or worse than mobile payments—65% say they are about the same, 18% say they are better, and 17% say they are worse.

Those who believe contactless card payments are better typically say they are faster, easier, and more secure than mobile payments—three things mobile payment users often describe when asked why it is better to pay with mobile then with plastic. Those who believe contactless card payments are worse often express concerns about security (e.g., more susceptible to fraud, wouldn’t be any safer) and say they still need to take out their payment card.

“Consumers will have more options at checkout than ever before, but will they choose contactless cards or a mobile wallet?” asks Holmes. “Although upgraded terminals benefit both methods, the point-of-sale experience continues to be fragmented for mobile payment users who must pull out their physical card when things go awry.”

With contactless cards, technological barriers to tapping won’t upend the entire payment process. Consumers can still dip or swipe. This alone makes the case for contactless cards, which offer the mobile payment benefits people love without the barriers that have persisted since its rollout.

Survey Methodology

This Auriemma Research study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) between January-February 2019, among 2,001 mobile pay eligible consumers. Respondents were screened to own an iPhone 8/8+7/7+/6/6+/6s/6s+/SE/X or Apple Watch (in combination with an iPhone 5/5C/5S) – a Samsung Galaxy S9, S9+, S8, S8 Edge/Edge+, S7, S7 Edge, S7 Active, a Samsung Galaxy S6, S6 Edge/Edge+, S6 Active or Galaxy Note 5, Note 7, or Note 8 – Gear S2 or S3 watch (in combination with an Android/iPhone smartphone) – and/or other Android phone with KitKat (4.4) OS or newer. All respondents also have a general purpose credit card in their own name.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

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It’s Business as Usual for Most Consumers Impacted by Payment Card Fraud

In 2018, millions of consumers had their personal data compromised by breaches across a diverse set of industries—from tech to retail to hospitality and more—putting many at risk of payment card fraud. Most consumers are aware of their data’s exposure, but 91% believe their credit card issuer will cover them in the event of fraud. But this confidence causes some consumers to put themselves in harm’s way, according to Auriemma Research’s most recent issue of The Payments Report.

Fraud events have become mainstream, leading many consumers to feel numb to its consequences. According to Auriemma Roundtable’s Q4-2018 Card Fraud Benchmark Report, seven-in-ten financial institutions saw an increase in gross credit card fraud compared to the prior quarter; a similar number of issuers are forecasting gross fraud will stay the same or increase in 2019. Meanwhile, nine-in-ten consumers believe fraud has stayed the same or increased over the past year, according to Auriemma Research data.

“Many consumers have accepted fraud as a fact of life,” says Jaclyn Holmes, Director of Auriemma Research. “They know fraud happens, many are concerned it will happen to them, but they’re also confident that their issuers will take care of them.”

When asking consumers about how credit card issuers respond to fraud, Auriemma Research found over eight-in-ten say issuers react quickly and are good at monitoring. Even the one-fifth who say they’ve experienced card fraud in the past year share these positive sentiments. While a noteworthy 22% of these consumers say the experience has caused them to spend less on the impacted card, 15% spend more, and 63% don’t change their spending at all. In general, fraud events don’t appear to leave a lasting stain on payment behavior with the compromised card.

“In the court of public opinion, banks don’t appear to be to blame for fraud,” says Holmes. “But as fraud remains high industry-wide, issuers are now tasked with finding ways to further engage their customers in the fight, namely by reducing risky payment behavior and signing up for proactive protections.”

Consumers, however, are not demonstrably concerned with proactive, preventative measures. Over one-quarter of cardholders are comfortable making online purchases from unfamiliar websites, likely a direct result of the confidence consumers have in banks’ protective measures. In addition, over four-in-ten cardholders say they haven’t changed the password for their debit or credit card account in over a year. Other precautions, like fraud alerts, identity theft protection, and two-factor authentication are not overwhelming used by consumers.

“While issuers try to arm their customers with tools to defend against the impact of fraud, many aren’t taking advantage,” says Holmes. “Consumer complacency could be a challenge in 2019 and beyond, and if issuers aren’t able to enlist their cardholder’s support against fraudsters, we may see losses grow.”

Survey Methodology

This Auriemma Research study was conducted online within the US by an independent field service provider on behalf of Auriemma Consulting Group among 800 US adult debit cardholders in March 2018. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying. The average interview length was 25 minutes. For more information, call Jaclyn Holmes at (212) 323-7000.

About Auriemma Fraud Control Roundtables

Auriemma runs a series of information sharing and benchmarking groups for executives in fraud strategy and operations. Spanning credit card, debit card, and consumer banking, Auriemma’s fraud control roundtables combine executive meetings, industry-leading operational benchmarking, and peer group surveys to help participants identify vulnerabilities and optimize fraud management strategies. For information on membership, contact Ira Goldman at 212-323-7000.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, visit us at www.auriemma.group.

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How Balance Transfers Help Consumers Manage Debt

(London, UK): As consumers continue to face increasing debt levels and expenses, new data from Auriemma Consulting Group suggests that balance transfer offers continue to be an effective tool for consumers who are struggling to pay down their debt.

Balance transfers can help consumers better organise and pay down their debts by consolidating payments to one institution, often at a competitive interest rate, sometimes as low as 0% APR. The result: 49% of balance transfer customers report that they have seen a decrease in their total debt level since taking the balance transfer, versus only 25% that report increasing their total outstanding balances.

“Balance transfers can be a win-win for issuers and consumers alike,” says Jaclyn Holmes, Director of Auriemma’s Payment Insights practice. “Issuers get the chance to acquire a new customer while struggling consumers can apply APR-savings directly to their debt.”

Despite the product’s benefits, only 14% of credit cardholders have taken a balance transfer offer in the past year, pointing to a potential gap in the marketplace. While the product isn’t for everyone, there are opportunities for issuers to better communicate the benefits of balance transfers to those who may need it.

Over one-in-ten consumers who were offered but declined a balance transfer did so because they thought applying would be more hassle than it’s worth, and 16% of customers reported not wanting to open a new account. Additionally, 5% of consumers indicated that they simply didn’t know enough about balance transfers. Pricing continues to play a role as well. Almost one-in-five customers say they didn’t take a balance transfer because they didn’t want to pay a fee and 10% of customers said that the rates offered were not attractive.

“Balance transfers offer consumers a way to better manage and ultimately pay down their debt,” says Holmes. “With some guidance, issuers have the opportunity to develop loyal, long-term customer relationships, as our research indicates that many consumers continue to spend with their balance transfer card after their debt is paid off.”

 

Survey Methodology

 The study (UK Cardbeat) was conducted online within the UK by an independent field service provider on behalf of Auriemma in October 2018, among 800 adult credit cardholders. The number of interviews completed on a monthly basis is sufficient to allow for statistical significance testing between sub-groups at the 95% confidence level ± 5%, unless otherwise noted. The purpose of the research was not disclosed nor did the respondents know the criteria for qualification.

 

About Auriemma

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognised experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximise their performance. Auriemma serves the consumer financial services ecosystem from our offices in London and New York City. For more information, visit us at www.auriemma.group or call Dave Edwards at +44 (0) 207 629 0075.

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Apple Pay and Alipay Show How Digital Wallets Can Surpass Physical Wallets

(New York, NY):  Mobile payments may be one step closer to replacing the physical wallet.  Apple Pay and Alipay are continuing to expand their wallets to include much more than just payments—Apple Pay announced students can now carry digital student IDs that can open dorm rooms and function as library cards; Alipay’s users can now use their digital wallets to store digital marriage certificates.

And according to Auriemma Group’s Mobile Pay Tracker, product expansions like these can increase consumers’ willingness to adopt mobile payments overall. Auriemma’s research revealed that over one-third of mobile payment users would be interested in using mobile payment platforms to store identification cards. The same percentage also said they would be interested in using mobile payment platforms for government documents. This could create major lift in demand for these platforms beyond simply point-of-sale payments.

Apple announced in October 2018 that its wallet will support student IDs at three universities, allowing students to use their phone while doing laundry, going to the gym and taking out library books. While overall mobile payment usage is consistent compared to two years (31% of eligible consumers), developing the habit of using a mobile wallet on campus could have a profound impact on mobile payment usage going forward.

This is especially impactful considering mobile payment users are predominantly millennial (45%) and college-educated (69%). But over the last two years the average age of mobile payment users increased from 37 to 39 years old. The university market represents an opportunity to promote mobile payments to younger consumers, who are most likely to adopt the payment method.

The same month as Apple’s announcement, China’s Alipay joined forces with the Jiangsu province to provide digital marriage certificates for the province’s residents. The digital certificate makes it easier for users to apply for a mortgage, property transfer, or even establish a startup.

Allowing users to safely store digital versions of documents that aren’t always easily accessible— like a Social Security card, passport or birth certificate—positions mobile wallet platforms to surpass what a physical wallet can provide. To move beyond digital storage, mobile payment providers will need to partner with governmental agencies (like Alipay’s partnership with Jiangsu) to add utility, making them valid, accepted alternatives to the physical copy.

“Adding non-payment functionalities to mobile wallets is the next logical step in earning broader consumer acceptance for mobile payments,” says Jaclyn Holmes, Director of Auriemma’s Payment Insights practice. “Smartphones have already consolidated our technologies into a handheld package; using them to store keys, IDs, and government documents will only expand on that mission and push the technology forward.”

Mobile payment users show interest in using mobile wallets beyond the point-of-sale, but it will take some convincing to convert those who don’t use the mobile payment platforms already. While 40% of mobile payment users are interested in using mobile wallets for event tickets, membership cards, and boarding passes, only about 25% of non-users are interested. If mobile pay-eligible consumers had to select a single non-payment wallet addition, however, both users and non-users would pick storing government documents as the top priority.

“These product expansions point the way to how a mobile wallet can transcend the physical wallet—whether it be through providing you access to your apartment, storing documents you’d normally keep at home, or applying coupons directly to your purchase,” says Holmes. “For mobile payments to be successful, they can’t just replace the physical wallet, they need to improve upon it.”

Survey Methodology

This study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) between July-August 2018, among 1,518 mobile pay eligible consumers. Respondents were screened to own an iPhone 8/8+7/7+/6/6+/6s/6s+/SE/X or Apple Watch (in combination with an iPhone 5/5C/5S) – a Samsung Galaxy S9, S9+, S8, S8 Edge/Edge+, S7, S7 Edge, S7 Active, a Samsung Galaxy S6, S6 Edge/Edge+, S6 Active or Galaxy Note 5, Note 7, or Note 8 – Gear S2 or S3 watch (in combination with an Android/iPhone smartphone) – and/or other Android phone with KitKat (4.4) OS or newer. All respondents also have a general purpose credit card in their own name.

 

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

 

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Higher Rates Aren’t Enough for Monzo and Other Mobile-Only Banks to Topple Traditional Players

(London, UK):  Three-in-ten cardholders are interested in switching to mobile-only banking options if they offer superior interest rates and rewards, creating a potentially major disruption for traditional banks, according to new research from Auriemma Group. And digital challenger banks, like Monzo, Atom Bank and Tandem Bank are competitively courting traditional bank customers with their modern technology and slick user experience.

While these new digital challengers pressure traditional banks to add new services and offer rich digital experiences to their customers, the realities of operating costs and large, physical footprints put incumbents at a slight disadvantage in responding quickly to the competitive environment.

With less overhead, digital challengers can nimbly offer richer rates or other attractive offers. For example, Atom Bank and Tandem Bank, currently offer 2.00% AER on one-year fixed saver accounts, compared to well under 1.00% for Barclays, Lloyds, and HSBC.

Despite those offers, most consumers don’t know about the competitive rates mobile-only banks offer. Less than one-in-ten UK cardholders are familiar with digital challenger banks, and the 47% uninterested in switching to one often say it’s because they don’t know enough about them. Consumers are most familiar with Monzo at 9%, followed by Atom Bank and Tandem Bank at 8% and 7% respectively.

“The struggle for mobile-only banks will be educating consumers on their service—most haven’t heard of them,” says Jaclyn Holmes, Director of Payment Insights at Auriemma. “Traditional institutions should be looking to these challengers and adopting the features and functionalities customers are most excited about before the banks become mainstream.”

For traditional banks, marketing the features where they beat the digital-only players—such as savings on current accounts, regular savers, and other perks—will be key to stand out amid the more niche benefits of digital challengers. Other types of features and functionalities that would be attractive to consumers include the ability to quickly connect to customer service agents by phone or chat, a well-designed, user-friendly app interface and the ability to use biometrics for logins and transactions.

Some consumers say they will remain loyal to their traditional bank regardless of the development of new innovations or services because they’re currently satisfied with the service (47%) or simply prefer banks that have a physical location (36%).

Mobile-only banks will need to overcome consumers’ lack of familiarity with mobile-only banks and loyalty to traditional banks, but they could potentially catch up by communicating their value to younger cardholders, who are more likely to make the switch.

But these aren’t the only difficulties ahead for digital challengers. For example, only one-in-five of Monzo’s users deposit their salary, according to a Reuters interview with Tom Blomfield, Monzo’s chief executive. And Auriemma’s research found that 59% of credit cardholders would not trust financial technology startups with their banking data.

“Having origins in the prepaid space has limited consumers’ perception of Monzo’s capabilities,” says Holmes. “As a bank, Monzo is now tasked with changing some of these perceptions and building greater trust in its brand.”

In an effort to be viewed more like a traditional bank, Monzo announced this month that customers won’t be able to top up their account with a debit card. Instead, Monzo will accept funds via bank transfer. Changes like this, and the push for users to utilise direct deposit, are the first steps in getting consumers to use Monzo, and other digital challengers, as their primary bank.

“The challenges mobile-only banks face as they navigate a market dominated by established, trusted banks are many, but the group could have a bright future,” says Holmes. “If nothing else, their very existence will cause traditional banks to rethink their offerings and focus on innovation—a huge win for consumers across the UK.”

 Survey Methodology

This study was conducted online within the UK by an independent field service provider on behalf of Auriemma in July 2018, among 800 adult credit cardholders. The number of interviews completed on a monthly basis is sufficient to allow for statistical significance testing between sub-groups at the 95% confidence level ± 5%, unless otherwise noted. The purpose of the research was not disclosed nor did the respondents know the criteria for qualification. For more information, call Jaclyn Holmes at +44 (0) 2076-290075.

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Card Benefits May Sweeten Program Offering, But Few Drive Usage

(New York, NY):  With the rewards war in full swing, the sustainability of some benefits has come into question, causing issuers to think critically about what they offer. Recent research from Auriemma Group’s Cardbeat® report identified the most and least important card acquisition drivers, highlighted the benefits that most impact usage, and revealed a general lack of consumer awareness for ancillary benefits. The study discovered that while card benefits may play a key role in acquisition, there is an untapped opportunity to have them more greatly impact card usage.

Glitzy benefits—contactless pay, VIP experiences, cards made from heavier metals—may pique a credit cardholder’s interest, but they are ranked[1] as least important when applying for a new credit card. Pragmatic factors, like no annual fee, rewards that never expire, and ID theft protection, on the other hand, hold the highest importance.

“Nonessential factors should be scrutinized heavily, especially if they are costly to maintain,” says Jaclyn Holmes, Director of Payment Insights at Auriemma. “Benefits that aren’t driving the desired cardholder behavior could be replaced by those that have a greater impact on spend, satisfaction, acquisition, and retention.”

Issuers must balance between benefits cardholders find important at acquisition and those that just sweeten the deal. While the most important benefits could be considered essential to a card program, less important benefits are still nice-to-have. And these nice-to-have benefits should be selected strategically—with an issuer’s target audience in mind.

Card benefits, however, are more than just acquisition drivers; they are an untapped opportunity to complement rewards offerings and can further drive usage. For all 37 benefits tested in the study—including general, experiential, monetary, protection, and travel—most respondents offered them say losing respective benefits would have little to no impact on their card usage. As an example, 65% of respondents said losing VIP experiences would have little to no impact on their card usage; 63% say the same for airport lounge access; and 61% for vacation package discounts.

“Rewards earned for spending on a card, like cashback or points, and redemption options are a key driver to usage,” says Holmes. “Additional program benefits can fortify a card’s value, but losing them would only nominally impact usage.”

And what’s more—as many as 55% of rewards cardholders didn’t know if any of their cards offer one of the benefits tested. So, while benefits may influence card acquisition, the lack of benefit awareness limits the card’s overall value potential and hinders the impact on usage, especially for those who don’t know they have them.

“Issuers should reinforce key card benefits valued by cardholders, especially those with the greatest likelihood to increase spend and loyalty, such as accelerated points earned on spend categories, waived fees on ancillary benefits, statement credits, and no blackout dates for using points,” says Holmes. “By communicating timely reminders in a way that demonstrates how a specific card feature can enhance a cardholder’s experience, issuers can capitalize on the acquisition, usage, and retention gains that its program benefits can provide.”

Survey Methodology

This study was conducted online within the US by an independent field service provider on behalf of Auriemma Consulting Group (Auriemma) in June 2018, among 800 US adults credit cardholders. Respondents were recruited from an independent web panel. The purpose of the research was not disclosed nor did respondents know the criteria for qualifying. The average interview length was 20 minutes.

[1] Cardbeat included maximum differential scaling exercise where 15 benefits were compared to determine the most and least influential factors when applying for a credit card.

 

About Auriemma 

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

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Three Ways Walmart App Features Can Combat the Draw of Apple Pay at the Point-of-Sale

(New York, NY): Walmart shoppers who can use Apple Pay and have a mobile payment preference are twice as likely to choose Apple Pay over Walmart Pay, according to new research from Auriemma Group’s Mobile Pay Tracker. But discount- and shopping-focused app features could give Walmart and other merchants a competitive edge over Apple Pay, according to Auriemma’s study, which examined Walmart, Target, and Kohl’s shoppers’ use of merchant apps and mobile payments. The study also revealed how merchants can migrate more customers to proprietary mobile payment options embedded in commerce apps— and that there is a compelling reason to do so. Walmart Pay shoppers spent an average of $319 in the past month with the merchant compared to $291 for Apple Pay users, both representing a significantly higher spend than shoppers who have never used the Walmart app.

Here are three ways merchants can leverage app features to increase engagement and differentiate their mobile payment offering from Apple Pay.

Emphasize features that offer savings or promotions. Shoppers want deals at their fingertips. Walmart customers who don’t have the Walmart app installed would be most interested in using the app to find coupons, view sales, exclusive offers, and rewards, and/or to use the Savings Catcher feature. These features are also the most used by those who have the app, highlighting their importance in both promoting app adoption and habitual usage. Leading with these value-enhancing benefits can not only boost adoption, but also drive increased satisfaction with the app as a whole. Ultimately, shoppers come to the Walmart app to save money at the point-of-sale, but highlighting mobile payment functionality will create a captivating experience that competitors like Apple Pay cannot currently match.

“Satisfaction with a merchant’s app is an indicator of wider mobile payment adoption,” says Jaclyn Holmes, Director of Auriemma’s Payment Insights practice. “A seamless merchant app/payment experience that leverages the features shoppers love, such as coupons or rewards, could be the tipping point needed to get them excited about downloading and using a merchant’s app and payment functionality over the competition.”

Focus on features that elevate the shopping experience for customers. For merchants to increase their app and mobile payment usage, customers will need to feel that it adds something extra to the shopping experience. While it’s unsurprising that customers without the Walmart app would be interested in using it to shop for items, it is notable that a near equal proportion reported that they would want to check an order status or scan item barcodes for information in-store using the app.

“Features that keep shoppers engaged with Merchant apps during the real-time shopping experience are important in the transition from shopping to purchasing,” says Holmes. “While discounts and promos may get shoppers to open the app, finding ways to engage shoppers for the duration of their shopping experience will help form new habits that ultimately lead to Merchant Pay usage, particularly in-store.”

Create a sticky shopping experience that smoothly transitions to checkout. In general, mobile payment users tend to find the experience easy, fast, and convenient, regardless of whether they are using Walmart Pay, Apple Pay, or a similar digital wallet. The former, however, has an opportunity that Apple Pay does not. By featuring all the ways the Walmart app enriches the overall shopping experience (including payment functionality), Walmart, and other merchant apps/payments, can set themselves apart from device-centric wallets, whose main draw is specific to the payment experience and not the shopping experience as a whole.

“The desire for a universally accepted wallet poses a threat to single-merchant wallets,” says Holmes. “Finding opportunities to drive value, customize the shopping experience, and positively influence each aspect of the customer journey—from discovering new items and deals, to reserving items, to applying coupons and building loyalty through rewards—is a key differentiator.”

Survey Methodology

This study was conducted online within the US by an independent field service provider on behalf of Auriemma Consulting Group (Auriemma) in April-May 2018, among 921 US adults who made a purchase from Walmart, Target, or Kohl’s within the past 6 months. All respondents were also screened to have a general purpose credit, debit, or store card, own a smartphone, and have made a purchase on their phone. Each shopper was classified as an ‘App User’ or ‘App Non-User.’ All shoppers were also classified as a ‘Pay User’ if they have ever used the Merchant Pay functionality (Walmart Pay, Target Wallet, Kohl’s Pay) on the merchant app. A minimum of n=150 Merchant App Users, n=150 Merchant App-Non-Users, and n=50 Pay Users were recruited to take the survey.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (212) 323-7000.

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