- 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. The most positive regions overall are Asia-Pacific (China and Australia) and the United States while the most skeptical regions overall are Europe (France, UK) and Canada.
- 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.
- Across the Latin America and Caribbean regions, non-adopters express a need for clarification on the mobile payment technologies offered as well as a clearer understanding of the cost implications mobile payments may have on their current lifestyles. While adopters mention convenience as a benefit, they also convey concerns for the safety of their payment information.
- China, Thailand, Australia, Japan and Singapore are the most active countries in mobile payment discussions across Asia. Of statements presenting unique commentary, users discuss product experiences and ask questions or share opinions about news stories originating in traditional print and broadcast media.
- 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.
- In the United States, users show interest in the compatibility of mobile payments with other payment systems during the transaction process. Other drivers of discussion center on value, longer-term benefits, as well as security. Similarly, conversations stemming from Canada present similar priorities despite lower volume.
Of the 85,000 original social media posts, 28% were positive, 66% were neutral and 6% were negative.Find a complete list of MasterCard’s news announcements from Mobile World Congress in our Digital Press Kit and follow us @MasterCardNews #MWCashless #MAMobileSymp to join the conversation. About PRIME Research PRIME Research, www.prime-research.com, provides research-based corporate and brand reputation counseling based on trends uncovered through social and traditional media content analysis. The firm, with offices around the world, marries the speed and consistency of technology with the insights and local cultural sensitivity derived from its international staff of 600 analysts and consultants. About MasterCard MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews , join the discussion on the Cashless Conversations Blog and subscribe for the latest news.