加拿大電子錢包市場 是由出版商Technology Surveys International Inc.在2011年09月所出版的。
這份英文市場調查報告書價格從美金6450起跳。
本報告為，針對加拿大手機用戶、未來預計使用智慧手機用戶所作之電子錢包接受度、偏好、使用意願等使用Hotspex進行之調查結果，並匯整電子錢包成功標準等，以下列摘要形式闡述。
實施概要
簡介
電子錢包成功標準
- 今後使用意願：發行業者別
- 理解度
- 可信度
- 訴求
- 差異性
- 推薦意願
- 成功機會
電子錢包概念分析
- ClickSpex分析：偏好熱圖
- 消費者反饋：區塊別
- 電子錢包具吸引力之重點
- 主要疑慮為何
- 改良所需之消費者建議
詳細分析
- 情感面訴求點
- 電子錢包之情感面訴求點（EmotiSphere熱圖）
- 主要情感面驅力
- 電子錢包之個人屬性及相關性（PersonaSphere熱圖）
- 個人面驅力
- 更重要之合理成功要因（CogniSphere）
認識消費者區隔
成功標準
- 解決消費者疑慮之策略
- 情感面、個人面驅力
- 初期使用之主要區隔
- 電子錢包成功所需定位
圖表
Abstract
Mobile payment technology is surging ahead, but is it leaving the consumer
behind? Does the consumer want or need a Mobile Wallet? A TSI/Hotspex survey
among 1,000+ Canadian mobile phone users and smartphone intenders looks at
consumer 'app-rehension' over the Mobile wallet, and what's behind it.
Previous Hotspex studies prove that smart-phones are the most emotionally
driven category ever tested, on par with beer. When you layer security issues
into the equation, two-thousand open-ended responses by consumers revealed a
far more complex picture of what is required to gain trust. Negative emotions
such as apprehension, discomfort, confusion, and pessimism were prevalent,
largely driven by fraud, privacy and identity theft concerns.
In conducting this study to test the mobile wallet concept, Hotspex used its
unique emotional science methodology to uncover the real drivers of acceptance
amongst consumers in the Canadian marketplace. The study was designed, and
results analysed, by Technology Strategies International, Canada's leading
payment industry research and analysis firm.
For all players in the mobile payment ecosystem, the Mobile Wallet in
Canada report offers in-depth insights into the key success criteria for
this new payment technology. It comprehensively answers the following
important questions:
- 1. What are the primary obstacles to the mobile wallet adoption?
- 2. What would clear the path for widespread consumer acceptance?
- 3. What do consumers think and feel about integrating this technology into
their everyday lives?
- 4. What are the mobile wallet functionality 'hot buttons' and watch-outs?
- 5. Which provider is the 'most likely to succeed' according to consumers?
Table of Contents
Executive Summary
Introduction
- Objectives of the study
- How we did it
- Significance testing
- Sample profile
Core Measures of Mobile Wallet Success
- Future Usage Intent, by Issuer
- Ease of Understanding
- Believability
- Appeal
- Difference
- Recommendation Intent
- Likelihood of Success
Unpacking the Mobile Wallet Concept
- ClickSpex Analysis - Likes, Dislikes and ClickSpex Heatmaps
- Consumer Feedback by Zone
- What it is
- How to use it
- Preferences
- Discounts / offers
- What makes the Mobile Wallet Appealing?
- What are the Key Concerns?
- Consumer Suggestions for Improvement
Digging beneath the Surface
- How Emotionally Driven is the Mobile Wallet?
- What Emotional Reactions are Evoked by the Mobile Wallet (EmotiSphere
Heatmaps by Segment)
- Key Emotional Drivers
- Which Personality Attributes are Associated with the Mobile Wallet -
(PersonaSphere Heatmaps by Segment)
- Key Personality Drivers
- What are the most Important Rational Drivers of Success? (CogniSphere)
Understanding Segments
- Gender
- Age
- Income
- Education
- Region
Criteria for Success
- Strategies for Addressing Consumers Concerns
- Dialling up on Key Emotional and Personality Drivers
- Focusing on Key Segments for Early Adoption
- Positioning the Mobile Wallet for Success
