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

Analysts:

Roberta Cozza,  Annette Jump

Access Research

Already a Gartner client?

Just stopping by?

To view this research and much more, become a client.

Speak with a Gartner specialist to learn how you can access peer and practitioner research backed by proprietary data, insights, advice and tools to help you achieve stronger performance.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Gartner research: Trusted insight for executives and their teams

What is Gartner research?

Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.

Gartner research is unique, thanks to:
Independence and objectivity

Our independence as a research firm enables our experts to provide unbiased advice you can trust.

Actionable insights

Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.

Proprietary methodologies

Our research practices and procedures distill large volumes of data into clear, precise recommendations.

Gartner research is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.

Tap into our experts

We offer one-on-one guidance tailored to your mission-critical priorities.

Pick the right tools and providers

We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.

Create a network

Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.

Complementary related insights

Gartner clients can log in to access the full library.

Guide

What Tech Trends Enable Government CIOs to Meet Stakeholder Needs?
Article

What’s New in the 2022 Gartner Hype Cycle for Emerging Technologies
Podcast

The Biggest Lessons and Insights from Gartner’s Supply Chain Top 25
Research

Recession Playbook for Customer Service Leaders
Research

Overcome the Retail Banking Talent Shortage by Improving Current Frontline Performance
Research

Build Agile Recruiting Processes That Keep Pace With the Business
Webinar

Key Strategies to Advance Your Supply Chain Through Economic Disruptions
Webinar

The Executive Guide to Maximizing Hyperautomation

Experience Gartner Conferences

Join your peers for the unveiling of the latest insights at Gartner conferences.

View Conferences

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.