Vibes: 2018 US Mobile User Report

Vibes surveyed 1,000 American smartphone users and released the "2018 American Mobile User Report."

The biggest driver for using mobile wallets is to get better promotions or offers. This finding hasn’t changed much from a few years ago: smartphone users consistently say searching for and redeeming coupons is the most interesting use case for mobile wallets.

However, mobile wallets are more than just transactions. In addition to promotions and coupons, the second biggest driver of mobile wallet use is that it provides a more efficient way to save money. In other words, many people are willing to try mobile wallets and make their lives easier by combining coupons, loyalty cards, and airline boarding passes. The survey also found that mobile wallet users are also strongly interested in storing loyalty cards on their phones, with 69% of respondents saying so. In other words, the combination ability of mobile wallets is very effective in attracting consumers.

The report found that some factors that motivate mobile wallet use are not as strong, such as enhancing experiences with favorite brands, receiving important information updates, and obtaining personalized offers.

However, the single most important factor was security concerns, with 59% of respondents citing security concerns as a barrier to using mobile wallets, far outweighing other factors such as lack of support for store spending options (19%) and not understanding how to install and use mobile wallets (12%).

Research shows that the most common way to purchase goods or services via mobile is by entering credit or debit card details on a mobile website. Trust is likely the main reason for this finding, as more mobile phone users chose to enter their details on a mobile website when asked which method they most trusted when using a credit or debit card.

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