Gartner Research

Use Growing Mobile Payment, Shopping and Banking Adoption to Enhance User Experience

Published: 01 August 2016

Summary

Millennials are at the front end of mobile payments/banking and shopping, with overall adoption moving into mainstream phase. Mobile app providers' marketing managers need to use those activities to increase engagement with users and enhance overall user experience for their products and services.

Included In Full Research

  • Impacts
  • Impact 1: Mobile payments, banking and shopping are widely used by consumers, so marketing managers need to work with device providers to offer additional device functionalities (like NFC, Wi-Fi 802.11ah and Bluetooth) to support and extend mobile commerce app usage scenarios on devices
  • Impact 2: Millennials (18 to 34 years old) are more frequent users of mobile payment and shopping apps, which encourages marketing managers to create "use case" scenarios to convince other age groups to use mobile commerce in their daily lives
  • Impact 3: Added functionalities beyond payment itself encourage marketing managers to focus on producing an attractive overall mobile purchasing experience on their mobile payment apps via partnerships and increasing their service capabilities

Analyst(s): Roberta Cozza Annette Jump

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