IT'S TIME FOR A CONSUMER-CENTRED METRIC
Introducing 'Return On Experience''
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.