More than nine in ten users of Apple Pay in the US (91%) have now made an in-store payment using a credit card stored on their mobile device and two thirds (67%) have made an in-app transaction, a survey by Phoenix Marketing International has found.
The survey, which recorded Apple Pay credit card transactions among 833 Apple Pay users, also found that in-store purchases now account for 62% of total Apple Pay credit card transactions, with in-app purchases accounting for 38%.
Physical retailers with the highest foot traffic for Apple Pay credit card users were McDonald’s and Apple itself, with 38% making at least one transaction in a McDonald’s location over the last five months and more than 40% doing so in an Apple store.
Other popular retailers include Macy’s, with 36% of Apple Pay users making at least one payment at a Macy’s store, followed by Subway (32%). Apple also topped the list of retailers accepting at least one in-app payment (43%), followed by Target (36%) and Nike (29%).
“The push toward enabling in-app mobile wallet transactions is critical to building volume in a nascent market where the number of acceptance locations is relatively small but growing and the incidence of reported friction at the point of sale is high,” says Greg Weed, director of card research at Phoenix Marketing International.
“Regional differences are evident during this early stage, with only a handful of states accounting for half of all Apple Pay credit card transactions as reported by survey respondents.”