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CONSUMERS&BRANDSMobile

payment:

Apple

Payusers

in

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofApplePayusersinAustria: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

ApplePayusers

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

53%,

Apple

Pay

is

by

far

the

most

used

mobile

paymentservice

in

AustriaManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinAustriaApplePayPayPal53%34%Google

Pay18%16%BankCardMobil

/George

(ErsteBank)BankAustriaMobile

Geldb?rseRaiPay

/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

Apple

Pay

grew

by5

percentagepoints

since

2021Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

ApplePay55%53%52%51%51%49%48%48%48%48%48%48%44%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=79

-

186

Apple

Pay

users,

n=165

-

351

mobilepayment

usersSources:Consumer

Insights

Global

as

of

June

2024Apple

Pay

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsApplePayismore

popularamongGeneration

Zthanother

mobilepayment

services.Anhonest

and

respectable

lifeis

lessimportant

to

ApplePayusersthantoother

mobile

payment

users.Itstands

out

that55%

ofApplePayusers

couldimagine

doingtheirfinances

ApplePayusers

thantheaverageexclusively

viasmartphone.Instagramismore

popularamongmobile

payment

user.There

is

afairlyeven

splitofmale

andfemale

ApplePayusers.Fashion

and

beauty

arerelativelyprevalent

interests

of

ApplePayusers.44%

ofApplePayusersare

inthe

earlymajority

of

innovationadopter

types.ApplePayusers

remember

seeing

adson

social

media

more

often

than

othermobile

payment

users.ApplePayhasalarger

share

ofuserswith

ahigh

income

than

other

mobilepayment

services.Traveling

isarelatively

popularhobbyamong

ApplePayusers.Arelatively

highshare

ofApplePayusers

think

thatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.28%

ofApplePayuserslive

incitieswithover

1million

inhabitants.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Apple

Pay

is

more

popular

among

Generation

Z

than

other

mobile

paymentservicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users40%37%19%4%4%Category

usersAllrespondents34%39%22%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=186

ApplePayusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:There

is

a

fairly

even

split

of

male

and

female

Apple

Pay

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users48%52%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=186Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Apple

Pay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%30%30%26%26%26%19%17%15%

14%12%11%9%8%5%3%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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Apple

Pay

has

a

larger

share

of

users

with

a

high

income

than

other

mobilepayment

servicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users50%29%22%Category

usersAllrespondents44%30%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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

the

average

consumer,

Apple

Pay

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive33%32%30%30%28%23%22%18%16%14%13%11%6%5%5%4%4%2%2%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=186

Apple

Pay

users,n=351

mobile

payment

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202428%

of

Apple

Pay

users

live

in

cities

with

over

1

million

inhabitantsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria29%28%26%23%

23%23%22%22%21%18%15%14%14%11%11%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=186

Apple

Pay

users,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

Apple

Pay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users7%7%87%87%6%7%Category

usersAllrespondents

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=186

Apple

Payusers,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?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Apple

Pay

users

than

toother

mobile

payment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria58%62%57%43%43%40%38%42%42%40%35%33%32%31%28%19%28%27%26%21%22%21%16%20%19%18%10%11%10%9%AhappyrelationshipHavingagood

timeSafety

andsecurityTobesuccessfulMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsAdvancingmy

careerSocial

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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Apple

Pay

usersConsumer

lifestyle:

main

interestsTop10

interestsofApple

Pay

usersinAustria59%54%50%56%53%49%54%

54%48%54%51%46%37%39%42%42%41%40%39%38%31%37%33%37%

36%25%36%32%30%24%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessCareer

&educationFinance&economySportsFashion&beautyHome

&gardenVehicles

&mobilityBrand

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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

popular

hobby

among

Apple

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofApplePay

usersinAustria60%59%54%50%50%53%50%50%48%43%40%42%47%44%43%43%42%33%38%38%38%36%36%32%30%35%34%34%30%26%TravelingSocializingOutdooractivitiesDoing

sportsandfitnessCooking/bakingReadingTech

/computersShoppingGardeningandplantsPetsBrand

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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Apple

Pay

users

are

more

likely

to

go

running

or

jogging

than

the

averageconsumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofApplePay

usersinAustria34%32%32%28%27%27%21%22%24%24%23%22%22%21%18%18%15%11%11%12%11%11%10%10%10%9%8%6%6%5%HikingFitness,aerobics,

cardioCyclingRunning/joggingSwimming/DivingSoccerYoga

/pilatesDancingTennisBadmintonBrand

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=117

Apple

Payusers,n=205

mobile

payment

users,n=6,948

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Apple

Pay

users

follow

tennis

players

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byApple

Pay

usersinAustria31%29%23%20%17%11%12%11%11%11%11%10%10%10%9%8%8%

8%8%6%7%6%5%5%5%5%5%4%4%3%SoccerTennisBasketballIceHockeyMotorsportsAmericanfootballAthletics(track&

field)BoxingCyclingMixedMartial

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=74

Apple

Payusers,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

55%

of

Apple

Pay

users

could

imagine

doing

their

financesexclusively

viasmartphoneConsumer

attitudes:financeAgreementwithstatements

towards

financeinAustria55%47%27%27%26%25%25%22%

22%20%18%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=186

Apple

Payusers,n=351

mobile

payment

users,n=2,028

all

respondentsConsumer

Insights

Global

as

of

June

202444%

of

Apple

Pay

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria44%42%38%34%23%

23%19%19%19%12%11%8%3%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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Apple

Pay

users

think

that

rising

prices,

inflation

&

costof

living

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoApplePay

users56%61%61%41%45%43%42%39%40%33%31%35%34%36%36%36%

36%32%30%34%34%34%33%33%30%32%32%32%30%27%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityClimatechangeEconomicsituationHousingImmigrationEnvironmentEducationPovertyUnemploymentBrand

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=186

Apple

Payusers,n=351

mobile

payment

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202433%

of

Apple

Pay

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users28%33%22%17%Category

usersAllrespondents24%33%21%19%22%21%38%22%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=186

Apple

Payusers,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

touchpointsInstagram

ismore

popular

among

Apple

Pay

users

than

the

average

mobilepayment

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand78%76%74%62%70%70%68%61%56%50%48%30%28%28%27%19%26%23%18%23%20%17%12%

12%13%5%10%10%10%3%Instagram

FacebookYouTubeTikTokX(Twitter)

SnapchatCategory

usersPinterestLinkedInRedditXingBrand

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=50

Apple

Payusers,n=88

mobile

payment

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Apple

Pay

users

tend

to

listen

to

digital

music

content

more

often

than

mobilepayment

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks80%

80%76%73%75%71%69%68%68%64%62%48%48%47%45%44%42%

42%41%41%40%39%39%27%39%38%26%38%35%25%18%

19%15%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesDailynewspapersOnlinemagazinesMovies

/cinemaMagazinesPodcastsWeeklynewspapersBrand

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=186

Apple

Payusers,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Apple

Pay

users

remember

seeing

ads

on

social

media

more

often

than

othermobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereApplePay

usersinAustriahave

come

across

digital

advertisinginthe

past

4weeks62%60%58%54%53%49%38%44%42%43%43%41%37%

37%36%33%32%25%31%28%29%29%18%28%27%25%25%19%24%15%Video

portalsSocial

mediaOnlinestores

Search

engines

Video

streamingservicesWebsitesandappsof

brandsMusicportalsVideo

gamesNewslettersEditorialwebsitesandappsBrand

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=186

Apple

Pay

users,n=351

mobile

payment

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Apple

Pay

users

remember

ads

they

saw

out-of-home

more

often

than

theaverage

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks55%52%44%43%42%41%41%42%40%40%40%41%37%36%36%33%31%30%31%30%26%24%20%13%OnadvertisingspacesOntheradioOnTVBy

mailshot

/advertisingmailDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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

o