Gartner has predicted that by 2018, about 50 percent of shoppers will use wearables or smartphones to pay for purchases.
Research firm, Gartner Inc., has released a recent prediction that wearable technology will play a tremendously larger role in mobile payments over the next few years, saying that half of all consumers will be using them or smartphones for that purpose by the close of 2018.
This forecast has come at a time in which mobile payments are still only just gaining initial adoption.
In markets such as Japan, North America and many countries throughout Western Europe, mobile payments remain a small but growing transaction technology. Gartner feels that by 2018, they will have become popular enough that fifty percent of consumers will be using their smartphones or wearable technology devices in order to complete transactions at checkout counters in retail stores and restaurants.
This also suggests that Gartner feels that wearable technology will also be growing in its popularity.
According to Gartner principal research analyst, Amanda Sabia, “Innovation in apps, mobile devices and mobile services are impacting traditional business models, particularly in the way people use personal technology for productivity and pleasure.” Sabia also pointed out the importance that product managers come to understand who these shoppers actually are when it comes to catering to new devices and providing services, while discovering just how those gadgets are being used by those customers. “Knowing your customer is imperative in order to capture a fair share of spending opportunities in this dynamic marketplace.”
There were three types of mobile payments that were described by Gartner within its recent report. It identified them as: wearables or smartphone based payments, branded mobile wallets from credit card issuers or banks, or branded mobile wallets from retailers.
Still, Gartner reported that those mobile payments services based on NFC technology – such as Android Pay, Apple Pay and Samsung Pay – will remain limited throughout the length of the forecast period simply because the partnerships between retailers and financial organizations for using smartphones and wearable technology in that way will not yet have been established. Moreover, consumers have yet to see the value in that type of payment transaction.
Notably, mobile commerce performed better than what comScore had predicted for the holiday season. Many consumers opted to shop for and purchase products that they were interested in with their smartphones and tablets. Retailers had prepared to engage mobile consumers throughout 2015 and found that their efforts had been successful. Due to the success of mobile commerce, retailers are likely to participate more in the mobile space in order to create a more dynamic connection with customers.