World Congress, MasterCard
(NYSE:MA), in partnership with Prime Research, today released the
first global Mobile Payments Social Media Study tracking 85,000
related social media comments across Twitter, Facebook, Online Blogs and
Forums from around the world. The study shows a high volume of
conversation and consumer interest in adopting mobile payments but cites
security, customer support and confusion over the array of options
available today as barriers to entry.
The study looked at social commentary over a six-month period and
analyzed consumer conversations around mobile payments to assess
people’s willingness to adopt mobile payment services.
The analysis across 43 markets and in 26 languages shows:
Social media commentary concerning mobile payment technology among
Early Adopters is mixed in tone (58% positive/factual) while those yet
to adopt are more positive overall (76% positive/factual). Most posts
praised aspects including innovation, convenience and speed.
Users based in Europe are the most vocal in expressing opinions about
mobile payment technology overall followed closely by Asia-Pacific and
the United States. The most positive regions overall are Asia-Pacific
(China and Australia) and the United States while the most skeptical
regions overall are Europe (France, UK) and Canada.
Some skepticism is evident in Europe as consumers discuss mobile
payment security and general reservations about the feasibility of
worldwide adoption as points of concern.
Users in the UK express excitement about the convenience and
innovation of mobile payments but report inconsistency in acceptance
and uncertainty over the timeline for market-wide availability.
Across the Latin America and Caribbean regions, non-adopters express a
need for clarification on the mobile payment technologies offered as
well as a clearer understanding of the cost implications mobile
payments may have on their current lifestyles. While adopters mention
convenience as a benefit, they also convey concerns for the safety of
their payment information.
China, Thailand, Australia, Japan and Singapore are the most active
countries in mobile payment discussions across Asia. Of statements
presenting unique commentary, users discuss product experiences and
ask questions or share opinions about news stories originating in
traditional print and broadcast media.
Discussions in the Middle East and Africa tend to either retell or
redistribute stories which originate in traditional media with the
highest shares of discussion stemming from South Africa, Saudi Arabia,
UAE and Nigeria.
In the United States, users show interest in the compatibility of
mobile payments with other payment systems during the transaction
process. Other drivers of discussion center on value, longer-term
benefits, as well as security. Similarly, conversations stemming from
Canada present similar priorities despite lower volume.
MasterCard Launches MasterPass™
MasterCard today introduced
MasterPass - the future of digital payments. MasterPass is a
digital service that allows consumers to use any payment card or enabled
device to discover enhanced shopping experiences that are as simple as a
click, tap or touch – online, in-store or anywhere.
MasterPass is the evolution of PayPass Wallet Services which was announced
in Spring of 2012 and has been in production trial with select
merchants and issuers. Consumers around the world will now be able to
sign up for the service through their preferred banks in Australia and
Canada by the end of March, and in the United Sates and the United
Kingdom later in the Spring and Summer respectively. Additionally,
MasterPass availability in 2013 will expand to other markets worldwide,
including: Belgium, Brazil, China, France, Italy, Netherlands,
Singapore, Spain and Sweden.
About the Study
PRIME Research conducted the Mobile Payments study across 43 markets in
North and South America, Europe, Africa, Asia and the Pacific Rim. Using
PRIME’s proprietary social media analytics methods and technology, the
research firm identified 85,000 relevant social media posts over the
past six months on the subject of mobile payment innovation in the
context of MasterCard and its industry peers; sentiment analysis shows
the majority of posts were driven by news-story sharing (94%
positive/factual, only 6% negative tone overall which is a reflection of
the original content as it appeared in traditional news outlets). Within
the 85,000 comments, 10,000 more substantive comments were subjected to
PRIME Research’s more granular expert human-content analysis of which a
condensed subset of 450 comments offered the deepest insight.
Of the 85,000 original social media posts, 28% were positive, 66% were
neutral and 6% were negative.
Find a complete list of MasterCard’s news announcements from Mobile
World Congress in our Digital
Press Kit and follow us @MasterCardNews #MWCashless
#MAMobileSymp to join the conversation.
About PRIME Research
provides research-based corporate and brand reputation counseling based
on trends uncovered through social and traditional media content
analysis. The firm, with offices around the world, marries the speed and
consistency of technology with the insights and local cultural
sensitivity derived from its international staff of 600 analysts and
(NYSE: MA), www.mastercard.com,
is a technology company in the global payments industry. We
operate the world’s fastest payments processing network, connecting
consumers, financial institutions, merchants, governments and businesses
in more than 210 countries and territories. MasterCard’s products and
solutions make everyday commerce activities – such as shopping,
traveling, running a business and managing finances – easier, more
secure and more efficient for everyone. Follow us on Twitter @MasterCardNews,
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