At 12, Apple Pay Has Yet to Break the Card Habit In-Store

“Apple Pay @12: Mobile Wallets Gain Ground, but Most Shoppers Still Tap a Card” is a PYMNTS Intelligence exclusive report. Based on a survey of 2,458 U.S. consumers conducted from Aug. 20 to Sept. 9, 2026, it explores how shoppers use mobile wallets and choose their payment methods. It also estimates how much in-store spending Apple Pay could reach.

The findings reveal an opening for banks, merchants and wallet providers. More consumers are paying by phone. Some already favor a wallet over a tap-to-pay card. Others have yet to make the switch, even with compatible phones and stores ready to accept their payments. Understanding those differences can help businesses identify where to focus their efforts.

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In “Apple Pay @12: Mobile Wallets Gain Ground, but Most Shoppers Still Tap a Card,” learn how:

• Mobile wallets are becoming part of more shopping routines. The share of in-store shoppers who used a wallet for their most recent purchase reached 8.2%, up from 4.3% in 2023. Explore how adoption differs across generations and financial situations to see which shoppers are moving fastest.
• Wallets can become a favorite once shoppers use both options. Among shoppers who used both a mobile wallet and a tap-to-pay card in the same week, about half used the wallet more often. Just 16% favored the card. Discover what that preference reveals about the opportunity to encourage repeat use.
• Rewards could influence which card gets the purchase. Seventy percent of wallet users say they’re likely to use the card that earns the most rewards. Yet most keep only one payment method saved in their preferred wallet. Explore the gap between what shoppers say they want and the choices they’ve set up.

For payment executives, the report offers a closer look at the decisions behind each tap. It connects growing wallet use with the practical realities of household budgets and card preferences.

Download the report to see where mobile wallets are gaining ground and where your business could earn a bigger role in shoppers’ daily routines.