According to Visa Europe’s first Contactless Barometer, which benchmarks the changing consumer attitude to contactless payment, consumers cited fast food restaurants as some of the venues they would most like the opportunity to use contactless over chip and pin.
But while 85 per cent of contactless users said they would recommend the payment technology to their friends, 28 per cent said there weren’t enough outlets offering the opportunity. Over half (57 per cent) said they had never been asked to use contactless in a shop, which 37 per cent said was the main barrier preventing them from adopting the technology.
Research has showed that consumers want to use contactless payments in fast moving environments, such as fast food restaurants where speed and simplicity generate a positive customer experience.
In May this year fast food chain McDonald’s adopted contactless payment technology in its 1200 UK stores, while Subway, Pret A Manger, Caffe Nero, EAT, Burger King, and Little Chef all also offer the choice in some or all of their outlets. Coffee chains Starbucks and Costa are also due to introduce the technology soon.
Mark Austin, head of contactless at Visa Europe, said: “It’s good to see that users of contactless are satisfied with the technology but it’s also clear that many consumers would like to see it become more widely available across the country. We are now taking the first steps on the road to becoming a ‘less-cash’ society. The Barometer offers a snapshot of changing attitudes towards payment technology and consumer experiences of using it on the high street.
While 55 per cent of consumers said they appreciated not having to carry cash in their wallet or purse, 44 per cent were concerned about security if their card were stolen.
“The two key takeaways for me are the need for retailers to keep pace with consumer demand and also for our industry to take steps to ensure consumers are reassured about the security measures present in all contactless cards,” Austin added.
The popularity of contactless payment has now also given rise to a number of smartphone manufacturers integrating the technology inside their handsets.
While so far it is currently available in the Google Nexus S and Samsung Tocco Lite, experts estimate that contactless technology will feature in one in five smartphones within the next three years.