In the ongoing effort to gain consumers’ attention, one effective media channel that’s often overlooked is the mobile wallet.
We estimate that 55.0 million US mobile phone users will make a proximity mobile payment—one that’s completed on a mobile device at the point of sale—by the end of this year. Many of those users will turn to a mobile wallet like Apple Pay, Google Pay or Samsung Pay to make those types of purchases.
Marketers can tap into mobile wallet users through mobile passes, sometimes called wallet passes or wallet cards. These passes can be controlled by brands, but are housed and accessed via a mobile wallet like Apple Pay or Google Pay. Read the rest at eMarketer.
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