Apple Pay brand profile in the UK 2023

How high is the brand awareness of Apple Pay in the UK?
When it comes to digital payment users, brand awareness of Apple Pay is at 89 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Apple Pay in the UK?
In total, 39 percent of UK digital payment users say they like Apple Pay. However, in actuality, among the 89 percent of UK respondents who know Apple Pay, 44 percent of people like the brand.

What is the usage share of Apple Pay in the UK?
All in all, 36 percent of digital payment users in the UK use Apple Pay. That means, of the 89 percent who know the brand, 40 percent use them.

How loyal are the users of Apple Pay?
Around 33 percent of digital payment users in the UK say they are likely to use Apple Pay again. Set in relation to the 36 percent usage share of the brand, this means that 92 percent of their users show loyalty to the brand.

What's the buzz around Apple Pay in the UK?
In November 2023, about 26 percent of UK digital payment users had heard about Apple Pay in the media, on social media, or in advertising over the past three months. Of the 89 percent who know the brand, that's 29 percent, meaning at the time of the survey there's some buzz around Apple Pay in the UK.

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