Consumer Perceptions of Chip Cards (EMV) in the United States Vantiv, LLC. All rights reserved.

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Harvey Eaton
5 years ago
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Consumer Perceptions of Chip Cards (EMV) in the

Methodology Online survey conducted with

consumer panel in April 2018 516 Consumers

3 Key Takeaways Historically chip-enabled card penetration among debit cards has lagged credit cards while today each reaches just below three-quarters of cards issued Younger females tend to report using chip-enabled debit cards more so than older generations and males Likewise, older males report a higher usage of chip-enabled credit cards versus debit cards About three quarters of the population (76%) reports being somewhat or extremely knowledgeable about chipenabled cards Younger generations are also directionally higher in their self-assessment of knowledge regarding chip-enabled cards Current usage of chip-enabled credit and debit cards are reported as being used most often in the past three months. Only males lag in usage to females, but it is still the most often used form of payment Next three months anticipated usage also sees chip-enabled to be the most often used form of payment On average, people are inserting their debit or credit card 75% of the time versus swiping it 3 6/7/ Vantiv, LLC. All rights reserved.

4 Key Takeaways Overwhelmingly the experience of using the chip-enabled card is positive, 82% reporting excellent or very good experience with credit cards and 73% for debit cards Impressions of chip-enabled cards continues to improve. About half of males report that their impressions are somewhat or much better than they were 12 months ago Women tend to be less positive with just over a third stating that impressions have improved Younger generations impressions are also more positive than older generations in general When asked to evaluate chip-enabled cards on ease-of-use, speed, convenience, and security the latter is by far rated highest Security was also rated highest in prior research conducted in March of The vast majority of people report having no difficulty using the cards Retirees report the lease amount of difficulties using the chip-enabled card 4 6/7/ Vantiv, LLC. All rights reserved.

5 Key Takeaways Of the various types of payment methods including traditional swipe cards, chip-enabled cards, contactless cards, and mobile wallets the chip-enabled cards are by far deemed the most secure Almost half of people are annoyed by having to sign receipts Only a third of people have heard that signatures will shortly no longer be required 5 6/7/ Vantiv, LLC. All rights reserved.

7 Use of chip-enabled debit cards has continued to increase since close of and is now on par with credit cards with almost 3 out of 4 using the technology Do any of your current cards (debit or credit) have smart chip technology? Credit Card 73% 25% 2018 (n=516) Chip No Chip 26% 58% Debit Card 75% 6% 29% Chip No Chip Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June Women tend to use chip-enabled debit Cards more so than Men, 75% to 66% respectively Men tend to use chip-enabled Credit Cards more so than Women, 81% to 71% respectively July Aug Sep Oct Nov Dec 71% M370. Do any of your current cards (debit or credit) have smart chip technology? 7 6/7/ Vantiv, LLC. All rights reserved.

8 Perceived penetration of chip-enabled credit cards is lower among Gen Z than older generations Penetration among debit cards is consistent across generations with only Retirees lagging directionally Cards Use Smart Chip Technology Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Credit Card 35% 78% a 80% a 75% a 83% a Debit Card 74% 72% 76% 70% 64% None of my cards 7% 4% 2% 5% 6% ** Indicates very low sample size. M370. Do any of your current cards (debit or credit) have smart chip technology? 8 6/7/ Vantiv, LLC. All rights reserved.

9 Knowledge of chip-enabled cards has plateaued since close of and is fairly consistent among both males and females How knowledgeable are you about chip-enabled cards? (T2B) 59% 75% % 78% 74% 26% 17% 52% 57% Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan M371. How knowledgeable are you about chip-enabled cards? Feb Mar Apr May June July Aug Sep Oct Nov Dec Male (250) Female (266) Extremely Knowledgeable Somewhat Knowladgeable 9 6/7/ Vantiv, LLC. All rights reserved.

10 Millennials and Gen Z rate themselves as the most knowledgeable, while retirees rate themselves the least Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Knowledge regarding chipenabled cards Total, n= Extremely Knowledgeable 25% d 35% cde 23% d 11% 15% Somewhat Knowledgeable 53% 49% 57% 60% 49% 78% de 84% de 80% e 71% 63% M371. How knowledgeable are you about chip-enabled cards? 10 6/7/ Vantiv, LLC. All rights reserved.

11 Chip-enabled credit cards and debit cards are the most frequently used card types in the past 3 months (a) Male (250) (b) Female (266) Women tend to use chip-enabled debit cards significantly more often than do males PAST 3 Months, Payment Types Used M372. In the PAST 3 months, which of the following payment types have you used to pay for purchases at the cash register? 11 6/7/ Vantiv, LLC. All rights reserved. Total Total, n= 516 Traditional debit card 20% b 15% 10% Chip-enabled debit card 55% 64% 72% a Contactless debit card 8% b 5% 3% Traditional credit card 15% 15% 15% Chip-enabled credit card 73% 73% 73% Contactless credit card 13% b 8% 3% Mobile wallet (Apple/Samsung/Google) 17% 17% 16%

12 While rating themselves the least knowledgeable about chip-enabled cards, Retirees have the highest usage rates for chip-enabled credit cards, and the lowest for debit cards Gen Z is most likely to rely on chip-enabled debit cards as the card type they have used most in the past 3 months PAST 3 Months, Payment Types Used Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Traditional debit card 28% de 23% de 13% 11% 6% Chip-enabled debit card 73% e 68% 66% 62% 54% Contactless debit card 12% e 10% cde 3% 3% 1% Traditional credit card 22% 15% 15% 14% 13% Chip-enabled credit card 40% 69% a 79% a 74% 83% ab Contactless credit card 14% de 19% cde 6% d 1% 2% Mobile wallet 25% e 23% de 21% de 12% 6% M372. In the PAST 3 months, which of the following payment types have you used to pay for purchases at the cash register? 12 6/7/ Vantiv, LLC. All rights reserved.

13 Future card usage in the next 3 months is highest for chipenabled credit cards and chip-enabled debit cards (a) Male (250) (b) Female (266) NEXT 3 Months, Likely to Use T2B Total M373. In the NEXT 3 months, which of the following payment types have you used to pay for purchases at the cash register? Total, n= 516 Traditional debit card 36% a 28% 22% Chip-enabled debit card 60% 62% 64% Contactless debit card 30% a 23% 17% Traditional credit card 35% a 30% 26% Chip-enabled credit card 78% a 70% 74% 36% Contactless credit card a 19% 26% 32% Mobile wallet (Apple/Samsung/Google) 29% 30% 13 6/7/ Vantiv, LLC. All rights reserved.

14 Younger generations Gen Z and Millennials are the groups most likely to use chip-enabled debit cards in the next 3 months NEXT 3 Months, Likely to Use T2B Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Traditional debit card 49% de 46% cde 31% de 15% 11% Chip-enabled debit card 83% cde 73% cde 60% 56% 51% Contactless debit card 45% cde 42% cde 20% d 14% e 4% Traditional credit card 39% 34% d 38% de 22% 24% Chip-enabled credit card 56% 78% a 76% a 70% 77% a Contactless credit card 36% de 45% cde 30% de 14% 10% Mobile wallet 51% de 42% de 41% de 17% e 8% M373. In the NEXT 3 months, which of the following payment types have you used to pay for purchases at the cash register? 14 6/7/ Vantiv, LLC. All rights reserved.

15 Consumers say they insert their credit or debit card for 75% of purchases versus swiping it for 25% of purchases (a) Male (250) (b) Female (266) Boomers and Retirees are much more likely to insert their cards (versus swiping) than other age groups MEAN Percentage Of Time Using Total Sample Total, n= % Swiping your credit or debit card 25% 24% 73% Inserting your credit or debit card into a card reader 75% 77% Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Swiping Inserting 43% 57% de 35% cde 26% d 66% 74% 18% 22% b 83% abc 79% ab M374. Approximately what percentage of your purchases are completed by.? 15 6/7/ Vantiv, LLC. All rights reserved.

16 Overall consumers are having positive experiences with their chip-enabled credit and debit cards Overall Experience Chip Enabled Credit Card 82% 83% 79% 45 % Excellent 49% 40% Excellent Consumers are somewhat more positive about their experiences with Credit Cards 37% Total (516) Very Good 34% 39% Male (a) (250) Female (b) (266) Very Good Chip Enabled Debit Card 73% 78% 70% 40 % Excellent 45% 36% Excellent 33% Very Good 33% 34% Very Good M375. Overall, how would you rate your experiences using chip-enabled cards? Total (516) Male (a) (250) Female (b) (266) 16 6/7/ Vantiv, LLC. All rights reserved.

17 Overall experiences using chip-enabled cards are positive across generations Retirees (who are heavier users of chip-enabled credit cards) are rating their overall experiences more positively than some younger generations Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Overall Experience Top Two Box Total, n= Chip Enabled Credit Card 89% 76% 82% 79% 91% bd Chip Enabled Debit Card 76% 73% 73% 69% 83% d M375. Overall, how would you rate your experiences using chip-enabled cards? 17 6/7/ Vantiv, LLC. All rights reserved.

18 Among the very few consumers who reported Poor to Fair experiences using chip-enabled cards, relatively few are planning to change to other payment methods Likelihood To Try Other Payment Methods **Among Those With Poor Or Fair Experience Chip Enabled Credit Card 12% 8% Definitely will 4% Probably will Chip Enabled Debit Card 16% 5% Definitely will 11% Probably will Total (15) Total (25) ** Indicates very low sample size. Gender not shown because of base size. M376. How likely are you to try other payment methods based on your [INSERT M375_1] experiences with chip-enabled debit cards? M377. How likely are you to try other payment methods based on your [INSERT M375_2] experiences with chip-enabled credit cards? 18 6/7/ Vantiv, LLC. All rights reserved.

19 Impressions of chip-enabled cards are improving with at least 2 in 5 stating their impression is either much or somewhat better over the past 12 months Impressions among males tend to be improving at a higher rate Change In Impressions Of Chip-enabled Cards Past 12 Months Chip Enabled Credit Card 44% 52% b 23 % 21% Much better 29% b 38% 18% Somewhat better 23% b 20% Much better Somewhat better Chip Enabled Debit Card Total (516) 40% 20% 20% Total (516) Much better Somewhat better M378. How have your impressions of chip-enabled cards changed in the past 12 months? Male (a) (250) 48% b 24% b 24% b Male (a) (250) Female (b) (266) 35% 17% 17% Female (b) (266) 19 6/7/ Vantiv, LLC. All rights reserved.

20 Younger generations impressions of chip-enabled cards is improving at a higher rate than older generations Change In Impressions Of Chipenabled Cards Past 12 Months Much/Somewhat Better Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Chip Enabled Credit Card 47% 56% cde 39% 42% 36% Chip Enabled Debit Card 66% cde 50% de 41% e 34% 28% M378. How have your impressions of chip-enabled cards changed in the past 12 months? 20 6/7/ Vantiv, LLC. All rights reserved.

21 Consumers are most likely to rate chip-enabled cards as being better than traditional magnetic stripe cards on security Otherwise, consumers generally feel chip-enabled cards are as good or better than traditional cards for ease, speed, and convenience These perceptions have not changed over the past two years Comparing Chip-enabled Cards versus Traditional Magnetic Stripe Cards T2B Chip-enabled card better About the same Traditional card better Total, n= Apr 2018, 516 Mar, 500 Ease of using to pay for purchase Apr 2018 Mar 46% 44% 44% 47% 10% 9% Speed/time when making purchases Overall convenience Security Apr 2018 Mar Apr 2018 Mar Apr 2018 Mar 41% 41% 47% 46% 72% 76% 36% 39% 42% 47% 22% 20% 11% 7% 26% 2% 21% 3% Letters denote significant differences at the 95% confidence level. M379. Based on your experiences or perceptions, how would you rate chip-enabled debit or credit cards compared to traditional debit or credit cards 21 6/7/ Vantiv, LLC. All rights reserved.

22 Males overall tend to rate chip-enabled cards more favorably than females Believes Chip-enabled Cards Are Better Than Traditional Cards T2B (a) Male (250) (b) Female (266) Total, n= Ease of using to pay for purchases 41% 52% a Speed/time when making purchases 37% 46% a Overall convenience 41% 53% a Security 68% 76% a M379. Based on your experiences or perceptions, how would you rate chip-enabled debit or credit cards compared to traditional debit or credit cards 22 6/7/ Vantiv, LLC. All rights reserved.

23 Consumers across all generations agree that the security of chipenabled cards is better than traditional magnetic stripe cards Believes Chip-enabled Cards Are Better Than Traditional Cards T2B Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Ease of using to pay for purchases 60% c 50% c 36% 46% 50% Speed/time when making purchases 50% 45% 36% 37% 50% Overall convenience 52% 51% c 36% 48% c 53% c Security 66% 74% 69% 74% 69% M379. Based on your experiences or perceptions, how would you rate chip-enabled debit or credit cards compared to traditional debit or credit cards 23 6/7/ Vantiv, LLC. All rights reserved.

24 Three-quarters of consumers report not having any difficulties using chip-enabled cards over the past 12 months Retirees are experiencing the least difficulties Experienced Difficulties Using Chip-enabled Card Chip-Enabled Card (n=516) 26% 74% No Difficulties Yes Difficulties Male (250) Female (266) 28% 24% 72% 76% Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Experienced NO Difficulties 67% 71% 69% 78% 84% bc M380. Have you experienced any difficulties when using a chip-enabled card? 24 6/7/ Vantiv, LLC. All rights reserved.

25 Chip-enabled cards are perceived to be the most secure Mobile wallet is perceived to be on par with traditional cards in terms of security Men again tend to rate security features higher across all types Security Feature Comparison Excellent/Very Good T2B (a) Male (250) (b) Female (266) Total M382. How would you rate the security features for each of the following payment types in protecting you from fraudulent activity? Total, n= % Traditional debit card 21% 23% 58% Chip-enabled debit card 53% 55% 31% b Contactless debit card 13% 21% 28% Traditional credit card 24% 26% 69% b Chip-enabled credit card 60% 64% 33% b Contactless credit card 17% 24% Mobile wallet (Apple/Samsung/Google) 33% b 23% 28% 25 6/7/ Vantiv, LLC. All rights reserved.

26 Chip-enabled cards are also considered the most secure method across generations Security Feature Comparison Excellent/Very Good T2B Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Traditional debit card 33% d 31% de 25% d 13% 19% Chip-enabled debit card 60% 68% de 57% 48% 44% Contactless debit card 40% de 36% cde 23% d 7% 13% Traditional credit card 29% 29% d 29% d 18% 29% Chip-enabled credit card 46% 68% a 69% a 61% 63% Contactless credit card 34% de 38% de 29% de 12% 13% Mobile wallet 42% de 42% de 40% de 10% 11% M382. How would you rate the security features for each of the following payment types in protecting you from fraudulent activity? 26 6/7/ Vantiv, LLC. All rights reserved.

27 Nearly half of people find signatures being required to be at least somewhat annoying Two-thirds of people have not heard news that signatures are no longer being required for chip-enabled cards Nearly three-quarters of women have not heard news about signatures not required Annoying to sign receipt after using debit or credit card 21% 28% Total (516) Perceptions About Signatures 49% 54% b 44% Agree completely 26% Agree somewhat 28% 27% b Male (a) (250) 17% Female (b) (266) Agree completely Agree somewhat Whether aware that signatures no longer required using chipenable cards 67% No 33% Yes Male (250) Female (266) Not aware that signatures no longer required when using chip-enabled cards 59% 74% M383. How much do you agree or disagree that it is annoying when I have to sign a receipt after using a debit or credit card? M384. In the past 3 months, have you seen, heard or read news about signatures no longer being required when using chip-enabled cards? 27 6/7/ Vantiv, LLC. All rights reserved.

28 Younger generations are the most annoyed by having to sign receipts Change In Impressions Of Chipenabled Cards Past 12 Months Much/Somewhat Better Gen Z (a) Millennials (b) Gen X (c) Boomers (d) Retirees (e) Total, n= Annoying to sign receipt 57% 63% cde 46% 42% 39% Not aware that signatures no longer required when using chip-enabled cards 65% 60% 74% b 70% 61% M383. How much do you agree or disagree that it is annoying when I have to sign a receipt after using a debit or credit card? M384. In the past 3 months, have you seen, heard or read news about signatures no longer being required when using chip-enabled cards? 28 6/7/ Vantiv, LLC. All rights reserved.

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