Some 43% of small business owners in the US are familiar with EMV cards, Capital One’s Spark Business Barometer has found, but just a third (34%) of those were accepting EMV cards as of August 2015. 54% of those familiar with EMV are “unaware” that businesses will be liable for fraudulent charges incurred on other payment systems and 6% will increase investment in digital payment solutions such as Apple Pay.
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Not to worry. Those that are aware are those that generate the largest number of transactions. Perhaps the brands and issuers will share with us the percentage of transactions covered by EMV as well as the rate of growth.