eMarketer: Mobile wallets are a key channel that marketers are overlooking

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In the ongoing effort to capture consumer attention, one effective channel that is often overlooked is mobile wallets.

eMarketer predicts that 55 million U.S. mobile phone users will use proximity payments by the end of this year, with many using mobile wallets such as Apple Pay, Google Pay or Samsung Pay to complete these transactions.

Marketers can reach mobile wallet users through mobile passes. These passes can be controlled by the brand but can also be accessed through mobile wallets such as Apple Pay or Google Pay.

New research from eMarketer explores how marketers can use mobile wallets to reach their target audiences, while also taking a closer look at proximity and mobile peer-to-peer payment services like Venmo and Zelle.

In many ways, mobile wallet passes are a lot like lite apps, offering similar functionality, albeit with lower adoption rates but higher retention rates.

One of the main benefits of Mobile Pass is that users are opted in to location sharing by default. Messages sent through Mobile Pass can be triggered by geolocation, which can help drive in-store conversions.

Mobile passes are easy to distribute and install, and unlike apps, they don't take up valuable screen space or other resources.

199IT.com originally compiled from: eMarketer. Please do not reprint without authorization