IT'S TIME FOR A CONSUMER-CENTRED METRIC

Introducing 'Return On Experience''

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The number of people making mobile payments in stores is growing fastest in Vietnam, where our survey showed that the percentage of consumers using such services in-store increased by 24 percentage points to 61%, in a single year. In the Middle East, the percentage grew by 20 percentage points, to 45% (see Figure 4). Globally, 34% of consumers paid for purchases using mobile payment in-store, up from 24% a year earlier.