Visa’s eCommerce/mCommerce survey, “The Way We Pay” explores consumer attitude towards online shopping and the progression towards mobile shopping and digital wallets. According to new data, days on which total eCommerce spending exceeds one billion dollars are becoming more the norm than the exception.

1. The Way We Pay:
e- and m-Commerce Trends
A Survey by Visa and GfK Research
Published October 2013

2. 2The Way We Pay: e- and m-Commerce Trends | October 2013 2The Way We Pay: e- and m-Commerce Trends | October 2013
eCommerce Grows Up
• More than half of respondents – among almost all ages, incomes and
regions – said they’re more comfortable spending money online today
than five years ago
• West Coast inhabitants were significantly more likely than those in the
Northeast or Midwest to say they are more comfortable spending money
online today than they were five years ago
• West Coasters are (60%) more
likely to own a smartphone than
those in the Northeast and Midwest
(46%)
• Respondents on the West Coast
(37%) are more likely than those
in the Midwest (21%) or South
(25%) to have purchased
something online with their
smartphone
Rockies/
Plains
Midwest
South
West Coast
Northeast

3. 3The Way We Pay: e- and m-Commerce Trends | October 2013 3The Way We Pay: e- and m-Commerce Trends | October 2013
Mobile Commerce Poised for Growth
• 27% of smartphone owners have used their phone to
make a purchase online in the last 12 months
• 24% have used a tablet to make a purchase from an
online merchant in the past 12 months
• 15% indicate they have scanned a QR code on their
smartphone to make a purchase
• 86% said they have not used their smartphone to make a
purchase while in a retail store or other physical location
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4. 4The Way We Pay: e- and m-Commerce Trends | October 2013 4The Way We Pay: e- and m-Commerce Trends | October 2013
New Ways to Pay with a Mobile Phone
20%
22%
19%
26%
30%
0%
20% of respondents said that if available,
they’d use their smartphone to pay back
friends
22% indicated they’d use their
smartphone to pay at parking meters
19% would use their mobile device to tip
26% indicated they would make purchases
with their mobile devices at gas stations
30% said they’d use their mobile
device to pay for public transportation

5. 5The Way We Pay: e- and m-Commerce Trends | October 2013 5The Way We Pay: e- and m-Commerce Trends | October 2013
Showrooming Becoming a Thing of the Past
53%
of respondents
never go to a
retail store to see
or test a product
before buying
online 26%
of respondents go
to a retail store to
see or test a
product a few
times a year, with
no intention to buy
12%
of respondents go
to a retail store to
see or test a
product once a
month, with no
intention to buy
Who is going to retail stores with no intention to buy?

6. 6The Way We Pay: e- and m-Commerce Trends | October 2013 6The Way We Pay: e- and m-Commerce Trends | October 2013
Payment Behaviors are Evolving
49%
indicate that having to set
up an account with each
new online retailer is the
most annoying aspect of
online shopping
35%
do most of their online
shopping while at home
or during their leisure
time
Sign Up

7. 7The Way We Pay: e- and m-Commerce Trends | October 2013 7The Way We Pay: e- and m-Commerce Trends | October 2013
Consumers See a Future for Digital Wallets
• 57% of respondents said that digital wallets
already have, will or may replace a physical
wallet in the next five years, compared to
43% who said it will never happen
• 28% indicated that there’s a possibility
digital wallets will become mainstream in the
next five years - those in the 25 to 64 age
range are more likely to believe this

8. 8The Way We Pay: e- and m-Commerce Trends | October 2013 8The Way We Pay: e- and m-Commerce Trends | October 2013
Moving Toward a Cashless Society?
Respondents carry less
than $20 in their wallet,
on average
Women are significantly more
likely than men to carry less
than $10 in their wallet
(30% compared to 16%, respectively)
Carry
less than
$10
Carry
$100or more
Men are significantly more
likely than women to carry
$100 or more in their wallet
(21% compared to 5%, respectively)
26%
40%
Carry between $20 - $50

9. Methodology
This survey was conducted through a telephone omnibus survey by GfK Custom Research’s OmniTel
service in August 2013. The omnibus methodology provides nationally projectable results through a
probability sample of 1,000 U.S. adults 18 years of age and older (500 male and 500 female) living in
private households in the continental United States.
9The Way We Pay: e- and m-Commerce Trends | October 2014