Most payday loan customers live from paycheck to paycheck and try to be quite frugal. If they would be wealthy enough they wouldn’t use advance loans. The thing is that many people face financial emergencies and then they are looking for ways of getting quick cash. Consumers like that they can get easily get payday loans and that it’s a hassle free process. Financial experts push that these loans have high APR but you don’t take out a loan for 1 year! Most people use loans for 2 weeks and they pay it back. Maybe APR is really high but for 2 weeks usage you pay more than reasonable price.