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The United Kingdom, with a sizable
economy, large household spend,
and a developed infrastructure,
presents a very attractive picture
for mobile payments readiness, as
shown in its total score of 37.5 on
the MasterCard Mobile Payments
Readiness Index. Among its most
attractive features is the intuitive
distribution of familiarity, willingness,
and usage of mobile payments by type
across demographic segments, which
lays out an easy-to-follow road map
for marketing mobile payments. It only
remains for issuers, telcos, and other
players to connect the dots.
SUMMARY
COUNTRY OVERVIEW
Mobile Payments Readiness Index
mobilereadiness.mastercard.com/unitedkingdom
WHAT YOU NEED TO KNOW
The United Kingdom is heavily carded (38% compared with an Index average of 28%)
Mass market consumers are familiar with and using mobile P2P payments
The United Kingdom is very active in partnerships and joint ventures
Mobile Commerce Clusters Consumer Readiness
Financial Services
Regulation
Environment
Infrastructure
37.5
The size and velocity of the economy
in the United Kingdom combined with
an especially vibrant partnership scene
is reflected in a high Mobile Commerce
Cluster score. Barclaycard, Orange,
and MasterCard have teamed up for the
Orange Credit Card, while Telefonica O2
and Vodafone have joined forces to develop
mobile NFC payments at POS in 2012.
Market Forces
UNITED KINGDOM
Internet penetration
Mobile phone prevalence*
Smartphone penetration
United Kingdom Index Average
Tablet penetration
85% 90% 33%11%
MOBILE READINESS FACTORS IN THE UNITED KINGDOM
Country Score Index Average
*Calibrated to the highest country average
INDEX AVG 33.2
Leading Country ScoreIndex AverageCountry Score
P2P POS m-commFAMILIAR
WILLINGP2P POS m-comm P2P POS m-comm
USING
0%
25%
50%
75%
100%
GLOBAL PERSPECTIVE ON CONSUMER SENTIMENT IN THE UNITED KINGDOM
16%14%
32%20%
8%4%
13%9%
5%5%
16%11%
19%13%
25%21%
17%16%
To view this data in more detail, visit mobilereadiness.mastercard.com/unitedkingdom
Mobile Payments Readiness Index
mobilereadiness.mastercard.com/unitedkingdom
View Data Sources at mobilereadiness.mastercard.com/about
UK household expenditure per capita
at $24,000 is (along with France’s
and Germany’s) among the highest
in Europe; it compares globally with an
average household expenditure of $11,015
per capita. Eighty-five percent of the
population has access to the Internet, and
mobile phone penetration is 90 percent,
as compared to an Index average of 67
percent. Smartphone penetration in the
United Kingdom is 33 percent, compared
to an Index average of 27 percent, while
tablet penetration is 11 percent.
UK familiarity, willingness, and usage
each skews male, and in addition
skews relatively young—with one
interesting exception. Money transfer,
or P2P, skews up to age 49 in familiarity,
a reflection of the United Kingdom’s large
expat and immigrant population. But
what’s especially noteworthy in the United
Kingdom is the segmentation according
to income evinced in the market research.
P2P skews toward mass market in both
usage and familiarity, while it skews toward
high income in willingness. M-commerce,
which also scores strongly in usage among
UK consumers—32 percent in terms
of familiarity and 13 percent in terms of
usage—skews toward high income in
usage as well as familiarity and willingness.
If this isn’t a marketing plan in a box, it at
least shows the way forward.
Consumer Sentiment
MASTERCARD CONCLUSION
MasterCard believes the United
Kingdom is likely to be the testing
ground for mobile payments in
Europe. In some ways this sets up an
unfair comparison, because in terms
of financial services and culture (credit
card penetration as well as debit card
usage are key), the United Kingdom
much more closely resembles the
United States, Canada, and Australia
than it does Germany, France,
and Italy. This resemblance only
strengthens the case that the United
Kingdom has all the ingredients for a
leading position in advancing mobile
payments.
UNITED KINGDOM
37.5
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