Survey reveals insights into challenges and opportunities for mobile payment in Asian markets.
The Mobile Payment industry has demonstrated an increasing presence and influence in Asia. Despite the promise it shows, there are still challenges that remain for those who are looking to take part in this industry. A recent survey conducted by GMO Research (GMOR) provides insight into both the challenges and opportunities of the matter.
Two of the biggest practical factors creating resistance to mobile payment in Asia are large ‘unbanked’ populations and a lack of reliable infrastructure (e.g. mobile phones, internet connections). From a consumers’ point of view, GMOR’s survey found that the biggest reasons for avoiding mobile payment are a preference for cash and concerns about online security.
If these issues were addressed, however, the market potential for mobile payments could be enormous. Of the six countries surveyed by GMOR – China, India, Thailand, Malaysia, the Philippines and Indonesia – every single one agreed that they would use mobile payment if the obstacles to it were removed. The most overwhelming response came from the Philippines, where 76.9% of respondents expressed willingness to adopt the technology.
The next question to ask is, what do Asian consumers wish to do using mobile payment? The most popular services from the GMOR survey are payment of phone/internet bills, utilities, groceries and leisure activities such as event tickets and eating out. There is a clear desire in Asian countries to use mobile payment, so as long as app providers can overcome consumers’ concerns, they have the potential to tap into significant new markets.
This is a shortened version of a three-part white paper from GMO Research about the mobile payment industry in Asia, and the challenges and opportunities it will face in the future. To read the full article and discover more results from GMOR’s mobile payment survey, go to https://gmo-research.com/whitepaper/free-whitepaper-download-mobilepayment3
About GMO Research
GMO Research can offer you an online research solution platform that allows access to our multi-panel, multi-country online panel network – Asia Cloud Panel. Asia Cloud Panel consists of over 22 million online panelists across 13 APAC countries, ranging from consumers to CEOs, and we are constantly expanding our reach both in Asia and globally.
GMO Research is also part of and is backed by GMO Internet Group, one of the largest Internet conglomerates in Japan, specializing in a number of Internet-related technologies, including web infrastructure and e-commerce, Internet media, Internet securities and social media and smartphone platforms. GMO Internet Group has the number one Japanese market share in Internet security, payment processing, e-commerce solutions, web hosting, domain and FX trading. In addition to the traditional qualitative and quantitative methodologies, we also offer a number of proprietary methodologies, including eye-tracking, mobile research, MROC and others.