Near Field Communications (NFC) operators should partner with grocery giants such as Tesco and Marks & Spencer to have the best chance of persuading mobile phone users to trial the new format, according to a survey.
The online poll, which was carried out by multi-channel marketing firm Acxiom and received 17,000 responses, shows one in five UK consumers is ready to use NFC to make purchases and payments and receive promotions and targeted advertising direct to their handsets. The figure equates to almost 6.8 million of the 33 million people in the UK who have mobile subscriptions.
Those most likely to use NFC, according to Acxiom’s Personicx Household consumer segmentation solution, shop at Sainsbury’s Local, Tesco Metro, Waitrose and M&S. They are largely married couples aged 45 to 54, earning in excess of £40k per year, and generally middle or senior managers, who may run their own business. These early adopters of NFC are likely to be regular donors to charity and own at least two cars per household, preferring Saab, Audi, Mercedes or Land Rover.
Further analysis shows single female homeowners aged 25 to 44, living in urban areas and earning up to £40k, are more likely to use NFC for coupons and loyalty points than for making payments. Students and large families showed a greater amount of interest in using their mobile devices to make day-to-day payments, but are still interested in receiving coupons and loyalty points via NFC.
Gaurang Vartikar, Acxiom Europe’s head of mobile said: 'The research indicates that 15% of respondents are willing to share their details with brands via NFC in return for targeted offers and promotions that are of value to them. Brands now quickly need to understand who these supporters of NFC are, what they spend their money on and what they will use the new services for in order to send them targeted, relevant offers.'