In this day and age, Americans are practically born with a smartphone in hand. In fact, according to a Pew Research Center study conducted in late 2016, 77 percent of Americans now own a smartphone. In 2011, this number was just 35 percent, more than doubling over the past five years. Adoption rates continue to rise among even the most unexpected groups – Americans 50 and older and low-income individuals. In order to best serve customers in the digital age, it’s important to stay on top of consumer attitudes and mobile payment trends as they happen.
Here are three things you should know to make the most of your mobile strategy:
- Gen Z is coming of age. Gen X and Baby Boomers remember a time before their electric bill could be paid with a click of a button, but Millennials have come of age with this technology. Gen Z won’t remember a time before it. Billers should pay close attention to the habits and attitudes of the next generation of consumers, Gen Z, the oldest of which are just out of high school. As they come of age, rent their first apartments and buy their first cars, they’ll expect to pay their bills quickly, anytime and anywhere, and your company will need to be ready.
- Wallets are in. Apps are out. Mobile wallets are rising in popularity and for good reason. They’re built into consumers’ phones, don’t require a password at every login, and payments can be made in a few clicks. Mobile wallets simply make billing easy. Mobile payment apps on the other hand are being downloaded much less and a major reason is app fatigue. App fatigue refers to the weariness consumers feel about downloading yet another app on their smartphones. These apps take up space and if your website is mobile-responsive, they’re not necessary. It’s more advantageous for a biller to funnel their resources into a well-developed mobile wallet experience, rather than an app.
- Consumers embrace, not fear, futuristic technology. Americans as a whole value privacy, so it would be reasonable to assume that most would object to the use of biometric identification (using fingerprints, voice, etc. to identify an individual) in payments. But according to a study released in May 2017, consumers not only believe that biometric technology is more secure than passwords, but that they also would like the option to use it for mobile banking. The survey also noted that biometrics drive more frequent app use, because consumers don’t need to remember passwords, and consumers are becoming more and more comfortable with this technology as it’s more present in their daily lives (think Siri, Alexa, and iPhone fingerprint recognition). Billers should take note: biometrics promise what consumers value – security and ease.
Speedpay’s mobile capabilities include solutions such as pay-by-text, mobile-friendly websites, mobile app, ebill and mobile wallet, so you can give your customers the option to pay their bills in the way that works best for them.
To learn more about Speedpay’s mobile capabilities, visit our website: https://payments.westernunion.com/products-and-services/bill-payment