(credit: Shinya Suzuki)
According to a survey from market research group Phoenix Marketing International, 38 percent of all Apple Pay transaction volume comes from in-app purchases, with only 62 percent of purchases made in-store. The survey doesn’t offer a reason as to why in-app purchases seem to be so robustly represented, but in a press release from Phoenix, Greg Weed, director of card research at the company, suggested that "the number of acceptance locations [for Apple Pay] is relatively small (but growing) and the incidence of reported friction at the point-of-sale is high.”
That is, in-app purchases may look like a large part of Apple Pay's transaction volume because in-store purchases are still working to get off the ground.
Phoenix has been surveying Apple Pay users for over a year now. In April the group reported that “47 percent of all Apple Pay users shopping in a participating store were not able to use Apple Pay to complete a transaction at least once,” either because the terminal didn’t work, the cashier couldn’t help the customer, or for some other reason.
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