澳大利亚移动支付用户分析报告：ANZ Tap and Pay-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSMobile

payment:

ANZ

Ta

p

andPay

users

in

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofANZTapand

Payusers

inAustralia:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

ANZTapandPayusersinAustralia(’’brandusers’’)

againstAustralianmobile

payment

users

ingeneral

(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Australia)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsANZ

Tap

and

Pay

is

the

sixth

most

used

mobile

payment

service

in

Australia

withApple

Pay

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinAustraliaApplePayafterpay52%32%31%PayPalGoogle

Pay26%CommBank

Tap&PayANZTapand

PayZipPay21%15%15%BankAustraliaTapandPayAlipay9%9%SamsungPay8%4Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=760

mobile

payment

usersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

mobile

payment

users

using

ANZ

Ta

p

andPay

declined

by3percentage

points

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

ANZ

Tap

andPay18%18%17%17%15%15%15%14%14%14%13%13%12%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=67

-

115

ANZ

Tap

and

Payusers,n=471

-

760mobile

payment

usersSources:Consumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsANZTapand

Payismore

popularamong

Millennials

thanother

mobilepayment

services.Tradition

ismore

important

to

ANZTapandPayusers

thantoother

mobilepayment

users.Itstands

out

that47%

ofANZTapandPayusers

think

thatthey

could

savealot

ofmoney

ifthey

took

financialadvice.Flickris

more

popularamong

ANZTapandPayusers

thantheaverage

mobilepayment

user.Compared

toothermobile

paymentservices,

ANZTapandPayhasarelatively

high

share

ofmale

users.Family

andparentingarerelativelyprevalent

interests

of

ANZTapandPayusers.ANZTapand

Payusers

rememberseeing

adsinnewsletters

more

oftenthan

other

mobile

payment

users.31%

ofANZTapandPayusers

areinnovators

or

early

adopters

ofnewproducts.ANZTapand

Payhasalarger

share

ofusers

with

ahigh

income

thanothermobile

payment

services.Carsor

vehicles

are

relatively

popularhobbiesamong

ANZTapandPayusers.Arelatively

highshare

ofANZTapandPayusers

think

thatgovernment

debt

isanissuethatneeds

tobeaddressed.ANZTapand

Payusers

aremore

likelytoliveincitieswith

over

1millioninhabitants

than

mobile

payment

usersingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+ANZ

Tap

and

Pay

is

more

popular

among

Millennials

than

other

mobile

paymentservicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users26%56%15%3%3%Category

usersAllrespondents30%45%22%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

or

other

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=115

ANZ

Tapand

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Compared

to

other

mobile

payment

services,

ANZ

Tap

and

Pay

has

a

relativelyhigh

share

of

male

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users55%45%Category

usersAllrespondents48%52%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=115

ANZTap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

ANZ

Tap

and

Pay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia44%34%30%22%20%21%20%17%15%15%12%11%11%10%6%4%2%2%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

has

a

larger

share

of

users

with

a

high

income

than

othermobile

payment

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users51%28%21%Category

usersAllrespondents39%35%26%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=115

ANZTapand

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

ANZ

Ta

p

andPay

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive51%36%32%20%18%16%14%13%13%

13%12%8%

8%8%7%6%6%5%6%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

mobile

payment

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia32%29%26%24%20%20%18%

18%17%14%

14%13%13%11%11%8%6%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20246%

of

ANZ

Tap

and

Pay

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users6%92%2%3%Category

usersAllrespondents11%86%9%88%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

services

have

youused

in

the

past12

months

to

pay

in

stores,

restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

ANZ

Tap

andPay

users

than

to

other

mobilepayment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia57%55%51%49%45%43%41%37%38%37%35%30%27%29%31%

32%27%25%29%28%25%18%16%14%12%17%17%14%11%9%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsHavingagood

timeSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

pointsofsalewith

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Family

and

parenting

are

relatively

prevalent

interests

of

ANZ

Ta

p

and

Pay

usersConsumer

lifestyle:

main

interestsTop10

interestsofANZTapandPay

usersinAustralia53%51%50%46%48%43%41%44%44%43%42%41%40%38%31%32%36%35%30%34%33%32%32%28%27%24%23%22%19%14%Health

&fitnessMovies,TVshows&musicFamily

&parentingFood

&diningTravelCareer

&educationScience

&technologyFashion&beautyGaming

&eSportsSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

MultiPick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

ANZ

Ta

p

and

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofANZ

Tap

andPay

usersinAustralia43%37%40%35%35%39%

38%38%37%34%36%36%35%34%34%30%34%34%34%33%33%33%32%31%29%29%24%24%21%19%OutdooractivitiesTravelingSocializingDoing

sportsandfitnessReadingCars/vehiclesCooking/bakingTech

/computersShoppingPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceshave

you

used

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,

smartphone)?";Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

are

more

likely

to

go

cycling

than

other

mobile

paymentusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofANZTapandPay

usersinAustralia24%23%17%16%16%16%15%15%14%14%10%13%12%11%10%11%11%10%10%9%9%8%8%8%8%8%8%7%6%6%CyclingFitness,aerobics,

cardioBasketballDancingRunning/joggingAustralianFootballBadmintonGolfHikingHunting

/fishingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=58

ANZ

Tap

and

Payusers,n=344

mobile

payment

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

are

more

likely

to

follow

athletics

(track

&

field)

thanother

mobile

payment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byANZ

TapandPay

usersinAustralia23%18%18%17%14%12%13%13%13%11%10%12%12%12%12%12%11%10%11%10%10%10%8%8%7%7%6%6%5%4%AustralianFootballBasketballAmericanfootballAthletics(track&field)BoxingMotorsportsSoccerRugbyCricketTennisBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device(e.g.,

smartphone)?";

Multi

Pick;Base:n=37

ANZ

Tap

and

Pay

users,

n=235

mobile

payment

users,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

personal

finances•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

47%

of

ANZ

Tap

and

Pay

users

think

that

they

could

save

a

lotof

money

if

they

took

financial

adviceConsumer

attitudes:financeAgreementwithstatements

towards

financeinAustralia47%44%43%42%40%32%29%28%28%26%24%22%21%18%16%Icould

savealot

ofmoney

ifItook

adviceIcould

imaginedealing

Onlinefinancialservices

Iftheservice

is

good,with

my

financial

havemademe

confident

I’mhappy

topayforNew

financialtopics,suchascrypto

andNFTs,fascinatemefrom

afinancial

expert

transactionsexclusively

abouthandling

my

own

account

administrationviamy

smartphonefinancesandtransactionsBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

MultiPick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=2,015

all

respondentsConsumer

Insights

Global

as

of

June

202431%

of

ANZ

Tap

and

Pay

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%34%29%26%24%21%20%18%17%15%12%5%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

to

pay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

ANZ

Tap

and

Pay

users

think

that

government

debt

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toANZ

Tap

andPay

users64%61%54%53%45%41%38%35%36%35%37%37%37%31%30%33%34%30%34%33%31%31%29%30%28%25%21%28%21%20%HousingRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityEnvironmentEducationFood

andwater

securityUnemployment

Climatechange

GovernmentdebtBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurantsorother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

ANZ

Ta

p

andPay

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users11%39%44%5%Category

usersAllrespondents21%20%40%29%10%42%25%14%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

inthe

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

MultiPick;Base:

n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFlickr

is

more

popular

among

ANZ

Ta

p

and

Pay

users

than

the

average

mobilepayment

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand85%78%76%70%63%59%64%59%60%54%53%40%41%35%26%33%24%30%27%28%21%26%26%19%16%23%22%22%8%5%FacebookTikTokInstagram

YouTubeBrand

usersSnapchatPinterest

X(Twitter)FlickrRedditLinkedInCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=27

ANZ

Tap

and

Pay

users,

n=191

mobile

payment

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

tend

to

read

magazines

more

often

than

mobilepayment

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks82%77%75%74%74%70%67%64%59%

57%58%55%54%54%50%49%45%37%42%33%41%

41%37%

37%31%29%26%25%17%24%24%14%14%DigitalvideocontentTVDigitalmusiccontentRadioMovies

/cinemaMagazinesPodcastsDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

remember

seeing

ads

in

newsletters

more

often

thanother

mobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereANZTapandPay

usersinAustraliahave

come

across

digital

advertisinginthe

past4weeks58%57%45%50%48%48%41%41%41%39%29%39%39%38%38%38%35%35%28%30%29%29%28%25%19%24%23%21%12%11%Social

mediaVideo

portals

Video

streaming

Onlinestores

Search

engines

Video

gamesservicesMusicportalsWebsitesandappsof

brandsPodcastsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobiledevice

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=115

ANZ

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ANZ

Tap

and

Pay

users

remember

ads

they

saw

in

printed

magazines

andjournals

more

often

than

other

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks56%54%49%47%47%43%38%42%37%31%37%

38%36%37%28%35%34%34%26%21%20%18%17%16%OnadvertisingspacesOnTVDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailOntheradioAtthemovies/cinemaInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

yo