Consumer Attitudes Toward Apple Pay, November 2014 [CHART]

Shopping is easier with Apple Pay, at least according to a November 2014 study by InfoScout. Among US iPhone 6 and 6 Plus users who had used Apply Pay while shopping at a retail store during Black Friday weekend, nearly three-quarters said using Apple Pay was easier than checking out with a debit or credit card, compared with just 3.0% who said it was worse. Considering the madness that the post-Thanksgiving shopping days bring about, it’s interesting that a newer mobile wallet provided greater ease of use than traditional plastic.

In line with the easiness factor, more than two-thirds of Apple Pay users also found that the payment method sped up the checkout process and provided better security, vs. 3.0% who felt opposite for both. The same percentage of respondents also reported that Apple Pay was more convenient—with their iPhones in hand most of the time anyway, why not just wave them instead of rummaging for a physical wallet?

iPhone 6 and 6 Plus users who shopped at a retail store that accepted Apple Pay during the same weekend but didn’t use the mobile wallet were most likely to take a pass simply because they weren’t familiar with how Apple Pay worked (32%). Others believed in the old phrase, “If it ain’t broke, don’t fix it,” as 30% of non-users said they were satisfied with their current payment methods. Despite users citing security via Apply Pay as better than plastic, around one-fifth of non-users were concerned about the wallet’s security. Awareness issues weren’t as bad—only 11% of respondents hadn’t heard of Apple Pay until polled—and a mere 5% had issues when they had tried to register with Apple Pay. Read the rest at eMarketer.