澳大利亞移動(dòng)支付用戶分析報(bào)告：Bank Australia Tap and Pay-外文版培訓(xùn)課件2024.7微信支付寶

CONSUMERS&BRANDSMobile

payment:

Bank

AustraliaTap

and

Pay

users

in

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBank

AustraliaTapand

Payusers

inAustralia:who

theyare;

what

theylike;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

BankAustraliaTapand

Payusers

inAustralia(’’brandusers’’)

againstAustralian

mobilepayment

users

ingeneral

(’’category

users’’),

andtheoverall

Australian

consumer,

labelled

as

’’allrespondents’’

inthecharts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Australia)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsBank

Australia

Tap

and

Pay

is

the

eighth

most

used

mobile

payment

service

inAustralia

with

Apple

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

Bank

Australia

Tap

and

Pay

declinedby7

percentage

points

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

BankAustraliaTapandPay16%16%15%13%12%11%10%10%10%9%9%9%8%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=44

-

104

Bank

Australia

Tap

and

Payusers,n=471

-

760

mobile

payment

usersSources:Consumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBankAustraliaTapandPayismorepopularamong

Millennials

thanothermobile

payment

services.Anhonest

and

respectable

lifeis

lessItstands

out

that45%

ofBank

Australiaimportant

to

Bank

AustraliaTapand

Pay

Tapand

Payusers

statethatonlineX(Twitter)

ismore

popularamong

BankAustraliaTapand

Payusers

thantheaverage

mobile

payment

user.users

than

toothermobile

paymentusers.financialservices

havemadethemconfident

abouthandling

theirownfinances.BankAustraliaTapandPayismorepopularamong

malemobile

paymentusers

than

female

mobile

paymentusers.BankAustraliaTapandPayusersremember

hearing

adsinpodcastsmore

often

than

other

mobile

paymentusers.Artsandliterature

arerelativelyprevalent

interests

of

BankAustraliaTapand

Payusers.28%

ofBank

AustraliaTapand

Payusers

areinnovators

or

early

adoptersof

new

products.BankAustraliaTapandPayhasalarger

Writing

isarelatively

popularhobbyshareof

users

with

ahigh

income

thanother

mobile

payment

services.among

Bank

AustraliaTap

andPayusers.Arelatively

highshare

ofBank

AustraliaTapand

Payusers

think

thatcivil

rightsareissues

thatneed

to

beaddressed.BankAustraliaTapandPayusers

aremore

likely

toliveincitiesandurbanareas

thanmobile

payment

users

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Bank

Australia

Tap

and

Pay

ismore

popular

among

Millennials

than

othermobile

payment

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users22%63%13%1%Category

usersAllrespondents30%45%22%3%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=67

BankAustralia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Bank

Australia

Tap

and

Pay

ismore

popular

among

male

mobile

payment

usersthan

female

mobile

payment

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users75%25%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=67

BankAustralia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

ofBank

Australia

Tap

and

Pay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia57%34%30%22%20%21%20%16%15%12%10%11%10%7%6%3%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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

has

a

larger

share

of

users

with

a

high

income

thanother

mobile

payment

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users65%23%13%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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

Bank

Australia

Ta

p

and

Pay

users

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive52%36%32%20%18%

18%16%13%13%

13%9%9%8%

8%7%7%6%6%3%3%1%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=67

Bank

Australia

Tap

and

Pay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

are

more

likely

to

live

in

cities

and

urban

areasthan

mobile

payment

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia33%32%29%25%20%20%18%

18%16%14%

14%13%11%11%9%8%5%3%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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413%

ofBank

Australia

Tap

and

Pay

users

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users13%87%0%Category

usersAllrespondents11%86%3%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=67

Bank

Australia

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?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Bank

Australia

Ta

p

and

Payusers

than

to

other

mobile

payment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia57%55%55%49%45%43%41%36%35%30%31%30%27%28%33%32%25%29%28%28%27%25%18%14%12%16%16%14%11%9%AhappyrelationshipTobesuccessfulSafety

andsecurityHavingagood

timeAdvancingmy

careerLearningnew

thingsMaking

myown

decisions

respectable

lifeAnhonest

andSocial

justiceTraditionsBrand

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=67

BankAustralia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Arts

andliterature

are

relativelyprevalent

interests

ofBank

Australia

Tap

and

PayusersConsumer

lifestyle:

main

interestsTop10

interestsofBank

AustraliaTapandPay

usersinAustralia53%51%49%46%43%43%42%42%41%40%38%37%36%36%36%36%35%30%34%32%33%31%29%27%27%24%23%22%22%

22%Movies,TVshows&musicFood

&diningSportsTravelCareer

&educationFinance&economyHealth

&fitnessScience

&technologyArts&literatureFamily

&parentingBrand

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=67

BankAustralia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Writing

is

a

relatively

popular

hobby

among

Bank

Australia

Ta

p

and

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBank

AustraliaTapand

Pay

usersinAustralia42%40%39%39%

38%37%34%37%36%36%34%34%34%30%33%33%32%31%31%30%29%29%24%24%21%21%19%19%16%14%OutdooractivitiesDoing

sportsandfitnessSocializingTech

/computersCars/vehiclesTravelingShoppingCooking/bakingWritingMeditation/wellnessBrand

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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

are

more

likely

to

play

badminton

than

othermobile

payment

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBankAustraliaTap

andPay

usersinAustralia24%24%22%22%22%18%18%16%15%14%13%13%13%11%10%10%10%9%9%8%8%8%8%8%8%7%6%6%

6%6%BasketballFitness,aerobics,

cardioBadmintonCyclingAustralianFootballDancingRunning/joggingCricketGolfHunting

/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=34

Bank

Australia

Tap

and

Payusers,n=344

mobile

payment

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

are

more

likely

to

follow

athletics

(track

&

field)than

other

mobile

payment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBankAustralia

TapandPay

usersinAustralia22%19%18%18%18%18%16%12%13%13%13%13%12%12%12%10%8%8%7%7%6%6%6%6%5%5%4%4%4%

4%AustralianFootballAthletics(track&

field)AmericanfootballBasketballBoxingBaseballCyclingGolfMotorsportsSoccerBrand

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=27

Bank

Australia

Tap

and

Payusers,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

45%

of

Bank

Australia

Tap

and

Pay

users

state

that

onlinefinancial

services

have

made

them

confident

about

handling

theirown

financesConsumer

attitudes:financeAgreementwithstatements

towards

financeinAustralia45%43%40%40%40%37%29%28%28%26%24%22%21%18%16%Onlinefinancialservices

Icould

imaginedealinghavemademe

confident

with

my

financialabouthandling

my

own

transactionsexclusively

from

afinancial

expert

account

administrationIcould

savealot

ofmoney

ifItook

adviceIftheservice

is

good,I’mhappy

topayforNew

financialtopics,suchascrypto

andNFTs,fascinatemefinancesviamy

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=67

BankAustralia

Tap

and

Payusers,n=760

mobile

payment

users,n=2,015

all

respondentsConsumer

Insights

Global

as

of

June

202428%

ofBank

Australia

Tap

and

Pay

users

are

innovators

or

early

adopters

ofnew

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%36%29%25%25%24%21%18%17%12%10%3%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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

ofBank

Australia

Tap

and

Pay

users

think

that

civil

rightsare

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toBankAustralia

TapandPay

users64%61%54%53%38%36%40%37%33%37%37%37%36%

33%29%36%34%

30%28%34%34%32%31%30%25%27%25%21%14%13%EconomicsituationHealth

andsocial

securityEnvironmentRising

prices/inflation/cost

of

livingEducationFood

andwater

securityClimatechangeCivilrightsHousingCrimeBrand

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=67

Bank

Australia

Tap

and

Pay

users,n=760

mobile

payment

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

Bank

Australia

Ta

p

and

Pay

userstend

to

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users13%27%55%4%Category

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

notto

answer25

Notes: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=67

Bank

Australia

Tap

and

Pay

users,

n=760

mobile

payment

users,

n=12,120

allSources:

rSet

asptios

tnadCeonnt

ssumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Bank

Australia

Tap

and

Pay

users

than

theaverage

mobile

payment

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand100%85%76%75%63%58%67%64%54%60%58%53%40%42%42%42%35%26%33%33%24%23%28%21%19%16%13%8%8%5%FacebookTikTokInstagram

X(Twitter)

YouTubeRedditSnapchatTwitchFlickrPinterestBrand

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=12

Bank

Australia

Tap

and

Payusers,n=191

mobile

payment

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

tend

to

read

daily

newspapers

more

oftenthan

mobile

payment

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks82%81%78%77%74%70%67%

67%54%60%

57%60%57%55%55%55%48%45%37%41%37%42%33%42%29%26%25%17%25%14%14%24%24%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=67

Bank

Australia

Tap

and

Payusers,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

remember

hearing

ads

in

podcasts

more

oftenthan

other

mobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBank

AustraliaTap

andPay

usersinAustraliahavecome

across

digitaladvertisinginthepast4weeks57%50%49%48%45%45%43%42%42%41%41%39%29%39%38%30%35%35%34%33%29%28%28%28%25%24%21%19%15%11%Video

portalsSocial

mediaPodcastsOnlinestoresVideo

games

Video

streaming

MusicportalsservicesWebsitesandappsof

brandsSearch

enginesBlogs/forumsBrand

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=67

Bank

Australia

Tap

and

Pay

users,n=760

mobile

payment

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bank

Australia

Tap

and

Pay

users

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks57%49%47%

48%47%46%45%38%43%40%40%38%36%34%34%33%21%31%28%26%20%18%17%16%OnTVOnadvertising

By

mailshot

/OntheradioInprinteddailynewspapersDirectly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the