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CONSUMERS&BRANDSMobile

payment:

Google

Payusers

in

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGoogle

Payusers

inAustria:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Google

Payusers

inAustria(’’brand

users’’)againstAustrianmobile

payment

usersingeneral(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

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

insightsWith

a

user

share

of

18%,

Google

Pay

is

one

of

the

top

3

mobile

paymentservices

in

AustriaManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinAustriaApplePayPayPal53%34%Google

Pay18%16%BankCardMobil

/George

(ErsteBank)BankAustriaMobile

GeldbörseRaiPay

/ELBA-pay

(Raiffeisen)Bawag

P.S.K.

SmartpayBlueCode13%13%10%9%7%6%PaybackPayGarmin

Pay4Notes:"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=351

mobile

payment

usersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

mobile

payment

users

using

Google

Pay

grew

by

5

percentagepoints

since

2021Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

Google

Pay18%16%15%13%12%11%11%10%2022

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=30

-

63

GooglePayusers,n=224

-

351mobile

payment

usersSources:Consumer

Insights

Global

as

of

June

2024Google

Pay

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGoogle

Payismore

popularamongMillennials

thanother

mobile

paymentservices.Success

and

career

advancement

arerelatively

important

to

Google

Payusers.Itstands

out

that43%

ofGoogle

Payusers

arefascinated

bynew

financialservices

like

cryptoandLinkedInismore

popularamong

GooglePayusers

thanthe

average

mobilepayment

user.Google

Payismore

popularamongGaming

and

eSports

are

relatively40%

ofGoogle

Payusers

are

innovatorsor

early

adopters

ofnew

products.Google

Payusers

remember

seeing

adsinvideo

gamesmore

often

thanothermobile

payment

users.male

mobile

payment

users

than

female

prevalent

interests

of

Google

Payusers.mobile

payment

users.Tech

or

computers

arerelativelypopularhobbiesamong

Google

Payusers.Arelatively

highshare

ofGoogle

Payusers

think

thatunemployment

is

anissuethatneedstobeaddressed.Justlikemobile

payment

users

ingeneral,

Google

Payusers

arerelativelylikely

to

haveahighincome.Google

Payusers

aremore

likely

to

liveincitieswith

over

1million

inhabitantsthan

mobile

paymentusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Google

Pay

is

more

popular

among

Millennials

than

other

mobile

paymentservicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users35%34%49%16%0%Category

usersAllrespondents39%22%4%21%34%34%12%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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Google

Pay

is

more

popular

among

male

mobile

payment

users

than

femalemobile

payment

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users62%38%Category

usersAllrespondents53%47%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=63GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Google

Pay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%30%29%26%26%21%17%17%14%14%12%11%11%9%8%5%2%

2%2%

2%2%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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

mobile

payment

users

in

general,

Google

Pay

users

are

relatively

likely

tohave

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users43%44%33%30%24%26%Category

usersAllrespondents33%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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

Google

Pay

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive37%33%32%28%23%22%22%16%14%14%13%11%6%6%5%

5%4%4%3%2%2%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=63

GooglePayusers,n=351

mobile

payment

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

mobile

payment

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria40%29%26%23%

23%23%22%17%17%16%15%14%14%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202411%

of

Google

Pay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users11%78%87%11%Category

users7%7%Allrespondents

6%83%11%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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Google

Pay

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria58%

57%43%43%42%42%40%40%38%37%35%33%33%32%32%28%28%26%25%21%19%22%22%21%19%18%16%11%10%9%AhappyrelationshipTobesuccessfulHavingagood

timeSafety

andsecurityAdvancingmy

careerSocial

justiceLearningnew

thingsAnhonest

andrespectable

life

own

decisionsMaking

myTraditionsBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Gaming

and

eSports

are

relatively

prevalent

interests

of

Google

Pay

usersConsumer

lifestyle:

main

interestsTop10

interestsofGoogle

Pay

usersinAustria56%56%54%49%54%48%53%51%46%51%50%49%49%49%43%41%40%38%31%38%37%36%36%25%34%33%32%30%19%11%Health

&fitnessMovies,TVshows&musicSportsFood

&diningScience

&technologyTravelFinance&economyCareer

&educationVehicles

&mobilityGaming

&eSportsBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

Google

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGoogle

Pay

usersinAustria60%50%54%52%51%50%50%50%48%43%40%41%46%44%43%43%42%40%40%38%38%38%38%30%38%31%26%26%24%18%Tech

/computersVideo

gamingOutdooractivitiesTravelingCooking/bakingReadingShoppingDoing

sportsandfitnessCars/vehiclesSocializingBrand

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=63

GooglePay

users,

n=351

mobile

payment

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

are

more

likely

to

play

basketball

than

other

mobile

paymentusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGoogle

Pay

usersinAustria38%34%32%30%25%24%24%23%22%22%22%22%21%21%19%19%18%16%15%11%13%11%10%10%9%7%6%6%5%4%HikingCyclingSwimming/DivingFitness,aerobics,

cardioRunning/joggingBasketballTennisSoccerBadmintonYoga

/pilatesBrand

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=35

GooglePayusers,n=205

mobile

payment

users,n=6,948

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

are

more

likely

to

follow

tennis

than

other

mobile

paymentusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGoogle

Pay

usersinAustria40%32%29%24%23%19%17%17%16%13%12%11%11%10%10%10%9%8%6%6%

7%6%5%5%5%5%5%4%4%3%SoccerTennisBasketballIceHockeyAmericanfootballMotorsportsBoxingCyclingAthletics(track&

field)MixedMartial

ArtsBrand

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=32

GooglePayusers,n=130

mobile

payment

users,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

personal

finances•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

43%

of

Google

Pay

users

are

fascinated

by

new

financialservices

likecrypto

andConsumer

attitudes:financeAgreementwithstatements

towards

financeinAustria49%47%43%38%29%26%25%25%24%22%20%17%15%14%13%Icould

imaginedealingwith

my

financialtransactionsexclusivelyviamy

smartphoneNew

financialtopics,

OnlinefinancialservicesIcould

savealot

ofIftheservice

is

good,I’mhappy

topayforsuchascrypto

andNFTs,fascinatemehavemademe

confident

money

ifItook

adviceabouthandling

my

own

from

afinancial

expert

account

administrationfinancesandtransactionsBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=2,028

all

respondentsConsumer

Insights

Global

as

of

June

202440%

of

Google

Pay

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria42%38%34%33%29%23%19%19%16%16%12%8%6%3%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=63

GooglePay

users,

n=351

mobile

payment

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Google

Pay

users

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoGoogle

Pay

users61%56%49%45%43%43%41%39%34%40%38%

35%32%32%34%33%32%37%37%31%30%36%35%35%34%30%27%33%32%32%Rising

prices

Climatechange

Immigration/inflation/HousingEnvironmentPovertyHealth

andsocial

securityUnemploymentEconomicsituationEducationcost

of

livingBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Google

Pay

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users13%38%29%21%22%22%Category

usersAllrespondents24%33%21%21%38%19%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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Google

Pay

users

than

the

average

mobilepayment

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand80%74%62%70%68%61%67%60%56%53%48%40%33%33%23%33%23%28%27%19%20%13%5%20%11%18%17%12%10%6%YouTube

Instagram

FacebookTikTokSnapchatLinkedInPinterest

X(Twitter)AllrespondentsRedditTwitchBrand

usersCategory

users27

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=15

GooglePayusers,n=88

mobile

payment

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

tend

to

go

to

the

movies

more

often

than

mobile

paymentusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks83%80%76%

71%69%

68%73%

75%68%64%62%62%48%57%54%47%44%49%46%45%41%38%42%43%39%27%38%26%35%25%18%

19%17%DigitalvideocontentRadioTVDigitalmusic

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/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

remember

seeing

ads

in

video

gamesmore

often

than

othermobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGoogle

Pay

usersinAustriahave

come

across

digital

advertisinginthe

past4weeks59%58%56%53%52%49%38%49%

44%43%49%49%43%41%41%38%37%37%35%32%29%29%28%25%25%25%24%19%18%15%Social

mediaVideo

portalsOnlinestores

Search

engines

Video

games

Video

streamingservicesWebsitesandappsof

brandsMusicportalsNewslettersEditorialwebsitesandappsBrand

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=63

GooglePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Pay

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks52%

52%51%42%44%43%43%43%42%41%41%40%38%33%37%36%36%32%30%30%30%20%26%13%OnadvertisingspacesOntheradioBy

mailshot

/advertisingmailDirectly

inthestoreOnTVInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

rest