Starbucks rules mobile payments roost Stateside, eMarketer

48 million Americans used one or more mobile pay app last year, and that number is expected to rise to 55 million in 2018, with Starbucks leading the way, according to eMarketer.

The coffee retailer’s app will be used by 23.4 million people to make a payment this year. That puts it ahead of Apple Pay (22 million users), Google Pay (11.1 million) and Samsung Pay (9.9 million). Starbucks’ success in this area is down to its early adoption, easy use and a loyal customer base that has been incentivised by a robust rewards programme, eMarketer says. 

Meanwhile, other retailers set to gain ground include Walmart, McDonald’s, Target and Dunkin’ Donuts. “Retailers are increasingly creating their own payment apps, which allow them to capture valuable data about their users,” says eMarketer analyst Cindy Liu. “They can also build in rewards and perks to boost customer loyalty.”

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