Mobile may be driving FOMO, but it's not driving us to pay

Sarah Homewood
By Sarah Homewood | 25 November 2014

When it comes to mobile payments, only 35% of Australians would make a payment using their mobile device, however Apple Pay could change all that.

Professional services firm, Deloitte, today released its Mobile Consumer Survey and while the firm highlighted that the numbers were calculated before the launch of the iPhone 6 and Apple's payment platform, Apple Pay, media and technology leader for the firm, Stuart Johnston, said that consumers are generally hesitant when things aren’t yet a reality - and with the announcement of Apple Pay, came that certainty.

“Whether it's things like mobile payments, e-health records, the closer you get to reality the more likely people are to use it,” Johnston said.

“So that as they can actually see a phone in their hand and feel this convenience, then they will do it, when reality is a bit further away people tend to become a bit more conservative. As you start to see these technologies really mature and when you start to see things like iBeacon, the willingness of consumers will grow,” he said.

The consumer survey looks into the role that mobile devices play in the concept of FOMO, also know as the fear of missing out, where consumers are always connected to their device whether they have just woken up, if they're at work or even if they don't have a Wi-Fi source to connect to the internet.

When it comes to social, the mobile device is catching up to the desktop when it comes to sharing, with 54% of Australians updating or checking social networks daily, with 44% of those interactions with those platforms being done from a mobile device.

In terms of businesses adopting the use of mobile as a channel and highlighting the devices importance, Johnston explained that it's the employees that have the power to drive organisational change.

“It started with the whole bring your own device trend and its' now continuing, I think about our own organisation, at first it was no Apple devices and when the CEO and C-suite started walking around with Apple devices the CIO had to sit down and work out he was going to support them.

“Whether it's in enterprise or in the market consumers will continue to be the leaders, so really the question is how will enterprise understand those trends?”

See the findings from Deloitte by clicking the infographic below.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at sarahhomewood@yaffa.com.au

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