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

CONSUMERS&BRANDSMobile

payment:

ZipPay

usersin

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofZipPay

users

inAustralia: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

ZipPayusers

inAustralia(’’brandusers’’)againstAustralianmobile

payment

usersingeneral(’’category

users’’),

and

theoverall

AustralianNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

2,000+

forthebasicsurveyconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Thereport

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

insightsZipPay

is

the

seventh

most

used

mobile

payment

service

in

Australia

with

ApplePay

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

ZipPay

declined

by6

percentagepoints

since

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

ZipPay21%20%20%19%19%19%19%19%19%17%17%15%15%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=73

-

135

ZipPay

users,

n=471

-

760

mobilepayment

usersSources:Consumer

Insights

Global

as

of

June

2024ZipPay

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLikeother

mobile

payment

services,ZipPay

hasahigh

share

ofusers

thatareMillennials.Career

advancement

is

lessimportanttoZipPayusers

than

toothermobilepayment

users.Itstands

out

that39%

ofZipPay

usersthink

thattheycould

savealot

ofmoney

ifthey

took

financialadvice.TikTok

ismore

popularamong

ZipPayusers

thanthe

average

mobile

paymentuser.ZipPay

ismore

popularamong

femaleZipPay

usersare

more

interested

inmobile

payment

users

than

male

mobile

home

andgarden

than

other

mobilepayment

users.

payment

users.26%

ofZipPay

users

arelaggardswhenitcomes

to

innovation

adoption.ZipPay

usersremember

seeing

adsonsocial

media

more

often

than

othermobile

payment

users.Arelatively

highshare

ofZipPay

usersthink

thateducation

isanissuethatneeds

to

beaddressed.ZipPay

hasalarger

shareof

users

witha

55%

ofZipPay

users

havecooking

orlow

income

thanother

mobile

paymentservices.bakingasahobby.ZipPay

usersare

more

likely

toliveinrural

areas

and

towns

than

mobilepayment

users

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Like

other

mobile

payment

services,

ZipPay

has

a

high

share

of

users

that

areMillennialsDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users28%30%44%25%22%3%3%Category

usersAllrespondents45%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=113

ZipPayusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:ZipPay

is

more

popular

among

female

mobile

payment

users

than

male

mobilepayment

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users39%61%Category

usersAllrespondents48%50%52%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=113ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:17%

of

ZipPay

users

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinAustralia34%30%27%25%25%22%20%21%20%17%15%12%11%10%5%2%2%2%1%0%

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

has

a

larger

share

of

users

with

a

low

income

than

other

mobile

paymentservicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users32%37%31%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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

mobile

payment

usersoverall,

ZipPay

users

are

relatively

unlikelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive36%32%29%20%19%18%16%16%13%13%13%11%11%8%8%

8%7%7%6%6%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=113

ZipPay

users,

n=760

mobile

payment

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

are

more

likely

to

live

in

rural

areas

and

towns

than

mobilepayment

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia32%29%28%25%21%20%20%18%

18%16%14%

14%11%11%8%6%5%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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202421%

of

ZipPay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users21%75%4%3%3%Category

usersAllrespondents11%9%86%88%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=113

ZipPay

users,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•

SportsfollowedCareer

advancement

is

less

important

to

ZipPay

users

than

to

other

mobilepayment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia61%57%55%50%49%41%42%45%43%35%31%30%27%32%32%31%30%29%25%25%22%14%16%13%14%12%11%11%9%8%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulMaking

myown

decisionsHavingagood

timeLearningnew

thingsSocial

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

are

more

interested

in

home

and

garden

than

other

mobilepayment

usersConsumer

lifestyle:

main

interestsTop10

interestsofZipPay

usersinAustralia63%53%51%50%

46%43%43%45%43%

42%38%43%41%40%38%31%35%35%34%35%33%32%32%30%30%28%28%27%24%22%Movies,TVshows&musicFood

&diningFashion&beautyHealth

&fitnessTravelHome

&gardenHistoryScience

&technologySportsCareer

&educationBrand

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202455%

of

ZipPay

users

have

cooking

or

baking

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofZipPay

usersinAustralia55%49%46%42%35%37%36%40%39%

38%39%39%39%39%38%36%34%31%36%34%34%33%33%32%30%30%27%25%23%21%Cooking/bakingPetsShoppingVideo

gamingBoard

games/cardgamesOutdooractivitiesReadingSocializingDIYandarts&craftsTravelingBrand

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

are

more

likely

to

play

golf

than

other

mobile

payment

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofZipPay

usersinAustralia16%15%15%13%14%13%13%12%12%12%11%11%11%11%11%10%10%10%9%9%9%8%8%8%8%8%8%7%6%6%Fitness,aerobics,

cardioDancingHikingCyclingGolfHunting

/fishingBasketballYoga

/pilatesBadmintonSwimming/DivingBrand

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=51

ZipPay

users,n=344

mobile

payment

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

are

more

likely

to

follow

australian

football

than

other

mobilepayment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byZipPayusersinAustralia25%18%18%17%15%15%15%13%13%13%12%

12%11%10%12%12%11%

11%10%10%10%10%8%8%7%7%6%6%6%5%AustralianFootballRugbyBasketballCricketSoccerBoxingGolfAmericanfootballMotorsportsTennisBrand

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=39

ZipPay

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

39%

of

ZipPay

users

think

that

they

could

save

a

lot

of

moneyif

they

took

financial

adviceConsumer

attitudes:financeAgreementwithstatements

towards

financeinAustralia50%40%39%34%30%29%28%28%27%26%24%22%21%18%16%Icould

imaginedealingwith

my

financialtransactionsexclusively

from

afinancial

expert

account

administrationIcould

savealot

ofmoney

ifItook

adviceIftheservice

is

good,I’mhappy

topayforNew

financialtopics,

Onlinefinancialservicessuchascrypto

andNFTs,fascinatemehavemademe

confidentabouthandling

my

ownfinancesviamy

smartphoneandtransactionsBrand

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=113

ZipPay

users,n=760

mobile

payment

users,n=2,015

all

respondentsConsumer

Insights

Global

as

of

June

202426%

of

ZipPay

users

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%39%38%29%26%24%21%18%18%17%16%12%2%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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

ZipPay

users

think

that

education

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toZipPay

users72%64%64%61%54%53%47%38%42%42%37%38%38%37%36%

37%36%33%35%34%32%31%

31%31%30%30%29%29%28%26%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityEducationEconomicsituationCrimeUnemployment

ClimatechangePovertyEnvironmentBrand

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users19%21%20%42%40%25%13%Category

usersAllrespondents29%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=113

ZipPay

users,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

touchpointsTikTok

is

more

popular

among

ZipPay

users

than

the

average

mobile

paymentuserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand96%85%76%85%77%64%54%77%63%60%58%53%40%35%26%35%24%27%22%31%19%28%27%27%23%21%16%8%6%5%FacebookYouTube

InstagramTikTokSnapchatLinkedInRedditPinterest

X(Twitter)TumblrBrand

usersCategory

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=26

ZipPay

users,n=191

mobile

payment

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

tend

toread

magazines

less

often

than

mobile

payment

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks85%82%70%77%76%74%

74%67%54%59%

57%55%46%45%

45%37%41%37%42%39%33%29%27%

26%Daily26%

25%17%24%24%20%14%20%14%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspapersMagazinesnewspapersBrand

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=113

ZipPay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

remember

seeing

ads

on

social

media

more

often

than

othermobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereZipPay

usersinAustraliahavecome

across

digitaladvertisinginthepast4weeks70%57%55%50%41%50%45%45%44%43%41%39%29%38%30%37%36%35%35%33%29%28%28%27%25%24%21%19%19%14%Social

mediaVideo

portals

Search

enginesWebsitesandappsof

brandsVideo

streaming

OnlinestoresservicesVideo

gamesMusicportalsPodcastsEditorialwebsitesandappsBrand

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=113

ZipPay

users,

n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ZipPay

users

remember

ads

they

got

by

mail

more

often

than

other

mobilepayment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks54%49%50%47%47%42%38%42%38%37%31%36%34%34%28%28%26%21%21%20%18%19%17%16%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/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,

restaurants

orothe