Mobile payments in Italy are successful, but improvements are still needed: SIA

94% of Italians like mobile payments, with women experimenting more purchases via smartphone, a new research by SIA group revealed today.

94% of Italians like mobile payments, with women experimenting more purchases via smartphone, a new research by SIA group revealed today.

The study, presented at the 8th SIA EXPO in Milan, is based on a selected group of tasters and merchants taking part in the first pilot projects.

According to the study carried out by ISPO, 94% of the testers appreciated smarthphone payments with the use of the new NFC mobile phones, with an average rating of 8 out of 10.

Mobile payments in Italy are viewed as a fast, practical and convenient tool, even if the distribution resulted still limited among merchants, the study said.

Interestingly, the average number of monthly transactions by mobile phones resulted higher than that for cards (91% made between 4 and 10 payments over thirty days), if considering amounts below 25.

Also, the study showed a significant difference in terms of gender. Men usually bought similar items, while women used mobile payments to pay for a mixture of things.

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The study also highlighted that practicality (77%), speed (75%) and convenience (73%) are the three core advantages related to mobile payments for the interviewees, when compared with credit debit cards.

Of the interviewed, 88% hope for the extension of mobile payment to public transport, 76% to personal documents (such as tax code/health insurance card) and to replace company badges, 73% to loyalty cards and discount vouchers.

The real challenge the research pointed out will be involving merchants and improving accessibility and acceptance of the new technology. Among the inefficiencies emerged from the research, merchants’ limited training and familiarity with mobile payments (56%), technical problems (32%), and the poor distribution of contactless POS terminals (29%).

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