Mastercard, in partnership with Prime Research, released a study on Mobile Payments all over the globe. The Social Media Study tracked 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 analysis across 43 markets and in 26 languages showed that 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. 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.
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.
Overall, of the 85,000 original social media posts, 28% were positive, 66% were neutral and 6% were negative.
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