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cashless for a week and record their experiences. Every
Insider’sreport one of the 10 cheated, the company said.

on payments "We were really surprised how attached to cash the
average consumer is," said Katherine Schilling, strategy
director of Hill Holliday. "The user experience isn't quite
there yet for mobile and app-based payments, and many
businesses still struggle with the transaction technology."
In fact, 35 percent of consumers surveyed who use mobile
payments said the apps frequently crash.
Cash is cool but The merchant technology struggle was on display recently

losing its luster when JCPenny decided to stop accepting mobile payments
because it couldn't meet a deadline for bringing its mobile
payment acceptance devices into compliance with EMV
By Patti Murphy security protocols.
ProScribes Inc. Mobile is more of a millennial thing

ash is cool – I still believe that. But it's begun So how do consumers feel about mobile payments
to lose some of its appeal. I came to this real- generally? Just over 45 percent of adults surveyed by Hill
ization recently during a conversation with a Holliday said they see no reason to use mobile payments.
C young (millennial) friend. We were discuss- Only 20 percent have made mobile payments, and nearly
ing how to split a bill, and I offered to give him a c-note. six in 10 of those consumers (58 percent) began using
"What's a c-note?" he asked. His next query: "Why can't mobile payments within the past year.
you just Venmo the money?"
Unsurprisingly, mobile payment adoptions skews toward
It wasn't the first time I'd felt chasten by a friend or family younger consumers, like my millennial friend. Among
member for not having a Venmo account. (I've had a PayPal surveyed consumers 88 percent of those under the age of 40
account for many years, and it works just fine. I've never have tried mobile payments compared with just 55 percent
felt the need for its mobile sidekick.) But I decided it would of those over the age of 40. But even among younger users,
be the last time. I bit loaded Venmo onto my mobile and just 22 percent use mobile payments at least once a day.
transferred $100 to my friend. I must admit, it's a pretty
slick app. But I don't see a lot of mobile wallet activity in Schilling suggested retailers share much of the blame for
my future. I still like cash. And I'm not alone. lagging consumer interest in mobile payments. "Brands
still have a lot to learn about which consumers will go
According to a new report from the marketing agency cashless, and how they can help them get there," Schilling
Hill Holliday, most adult Americans (76 percent) still said.
carry cash, and 50 percent use cash daily. What's more,
55 percent hate the idea of life without cash. The only More visual cues could help. Thirty-five percent of
payment options consumers prefer above cash are credit consumers said cues letting them know which stores accept
and debit cards. Overall, Hill Holliday said, 80 percent of mobile payments would increase their willingness to go
consumers prefer paying with credit and debit cards; 30 cashless and cardless, Schilling said. Twenty-four percent
percent rank checks as a preferred option. of respondents said GPS-enabled phone alerts notifying
them that nearby merchants accept mobile payments
Separately, a TSYS survey of consumers found 54 percent would do the trick. Also helpful, cues describing how
prefer to pay using debit cards – the highest ranking since mobile payments works – 29 percent said that would make
TSYS first began surveying consumers in 2011. And those them more likely to use their mobiles to make payments.
percentages hold steady across age groups, TSYS said.
Twenty-six percent of consumers surveyed by TSYS said Better outlook for contactless card payments
they prefer using credit cards; 14 percent said they'd rather According to TYSYS, which just released its latest study of
pay with cash. The share preferring cash has been inching consumer banking and payment preferences, consumers
up steadily since 2013, when just 10 percent of consumers are less enamored with using their mobiles for payments
surveyed by TYSY said they preferred paying with cash. than for routine banking activities. Consumers also seem
more inclined to use contactless cards than mobile devices
The Hill Holliday report – Cashless Culture: The Marketer's to make payments. The 2018 TSYS U.S. Consumer Payment
Guide to the Emerging Cashless Consumer – draws on results Study queried 1,222 adults.
of a survey of just over 1,000 Americans, age 18 and older.
As part of its research, Hill Holliday also conducted a "Mobile's seamless integration into consumers' everyday
"deprivation study" in which 10 adults were asked to go financial lives is strongest when it comes to self-service

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