Service contract: ETD/2006/IM/F2/92 Prepared by: Synovate Censydiam & The House of Marketing Date:...

Service contract: ETD/2006/IM/F2/92

Prepared by: Synovate Censydiam & The House of Marketing

Date: December, 2007

Study on user identification methods in card payments, e-payment and mobile payments

Final study - Work Package 2 Presentation key findings

2

Content

Section 1: Background & Methodology

Section 2: Cashless payment solutions in Europe

Section 3: Authentication methods of card payments

Section 4: Authentication methods of online payments

Section 5: Mobile payments

Section 6: Innovative authentication methods and e-environment solutions

Section 7: Ideal payment solution

3

Background WP2

Objective of WP2 is to assess the user friendliness, trust and the user’s view on the current and the future authentication methods of cashless payments in Europe and to understand ideal payment solutions

WP2 consists out of a qualitative diagnostic phase combined with a quantification of the results of the qualitative phase.

European level and country level study.

4

Methodology

Qualitative diagnostic focus groups in 4 countries:

– Italy– Poland– Sweden– United Kingdom

Per country 1 group session with N=6 respondents

QualitativeQualitative

Telephonic omnibus interviews via CATI – More conservative attitude towards new technologies and

payment solutions.

– Subject: card payments.

– In countries with a relatively low internet penetration (50%)

– 6 European countries (France, Belgium, Hungary, Poland, Spain, Italy)

Online interviews– More open attitude towards new technologies and payment

solutions.

– Subject: internet payment and innovative payment solutions.

– 14 European countries (Austria, Belgium, Denmark, Finland, France, Germany, Hungary, Italy, The Netherlands, Poland, Portugal, Spain, Sweden, UK)

QuantitativeQuantitative

5

Sample

All have experience with online ‘virtual’ payment and/or mobile payment

Age between 25 and 55 years old

Per group N=6 respondents: – N = 3 respondents using:

• Online ‘virtual’ payment solutions

• Traditional offline payment methods

– N = 3 respondents using • Frequently using online ‘virtual’

payment solutions• Are open towards mobile and

other innovative payment solutions (all trendsetters)

Representative sample of N=200 per country

Total sample: N=4142– Telephonic omnibus: N=1262– Online: N=2880

The following criteria were used:– National representative (gender, age,

education, region) – Users of payment solutions:

• Telephonic omnibus: traditional offline (card) payment methods in the last year

• Online interviews: online ‘virtual’ payment methods in the last year

Results on a total European level are weighted in function of the number of inhabitants.

QualitativeQualitative QuantitativeQuantitative

6

Content








7

Usage of cashless payment solutions

Card payments are the most common application in the European countries. In terms of usage on a weekly base:

– Card payments: 80% – Internet payments: 40%* – Mobile payments: 4%

Barriers towards internet and mobile payments are

– other payment applications that are more often used– not knowing how to use the application – distrust towards technology behind application– not having the necessary technology to make payments

The frequency number for internet should be nuanced: the sample consisted of people who did internet payments during the last year. Therefore this number is probably lower when taking into account the whole population (which also includes more traditional offline payment users).

8

39%

16%

15%

13%

7%

4%

25%

38%

17%

9%

14%

21%

30%

I hardly ever use online payment solutions**

I do not know how to use it

I don't trust the technology behind it

I am afraid I won't retrieve my money when something goes wrong

The application is not secured enough (PIN, authentication code)

I do not have the necessary technology for it (PC, card system ofbank...)

OtherOnline payment (N=108)

Mobile payment (N=851)

Barriers* of internet and mobile payment methods in Europe

What are the reasons you have used only once a year/never used internet payments/mobile payments? (base=yearly users of internet payment/non-users of mobile payments)

Barriers to use internet payments solutions are the fact that other payment solutions are used more than online solutions (39%). The fact that people do not know how to use it and the lack of trust behind the technology each account for about 16%.

Barriers not to use mobile solutions are mainly related to the lack of knowledge about the application (38%) and the technology which is missing to do the transaction (21%). The lack of security and trust are more important for mobile applications than for online applications as a barrier.

*internet payment: reasons for only using online payment methods once a yearmobile payments: reasons for never trying mobile payment methods**only asked for online payment methods

9

User friendliness, trust and relevance of cashless payment solutions in Europe

98%

91%

98%

92%

83%

95%

62%

62%

61%

User friendliness

Trust

Relevance

Card payments

Internet payments

Mobile payments

Card payments are seen as most user friendly, trustworthy and relevant.

Internet payments in line with card payments but lower level of trust.

Mobile payments have lowest numbers.

Base=users of payment method

10

Content

Section 1: Backrgound & Methodology







11

77%

74%

48%

18%

4%

0% 20% 40% 60% 80% 100%

Usual Householdshopping

Withdrawal of cash

Shopping of less usualitems

Loyalty program

Other

Card payment methods in Europe: Applications

Cards as a payment method are mostly used for usual household shopping (77%) or withdrawal of cash (74%).

Base=users of card payment in last year

12

Authentication methods of card payments: signature

Mostly used as a verification method for:

– usual household shopping (49%)– loyalty program (32%)

81% find a signature user friendly.

The level of trust is quite low (47% find the application trustworthy). When combined with an ID-card, the level of trust increases significantly (74%).

13

8

6

3

2

25

9

11

8

7

16

17

11

17

15

13

5

18

26

3

12

4

6

4

6

2

32

46

63

37

49

10 5

3

Usual Household shopping (N=975)

Loyalty program (N=222)

Withdrawal of cash (N=930)

Shopping of less usual items (N=604)

Other (N=44)

Daily Weekly Monthly Once every three to six months Once a year Less often Never

Signature as authentication method in Europe: Frequency of usage of applications

How often do you use a signature as card identification method? (base=users of application of card payment) (%)

A signature as an authentication method for card payments is mostly used for usual household shopping. 33% of the Europeans use a signature at least once a week to pay for their household shopping. About the same number never uses a signature for this application.

A signature as authentication method, is least used for the withdrawal of cash. In 63% of the cases, this authentication method is never used to withdraw money.

14

Signature as authentication method for card paymentsUser friendliness and trust

• Europe: 81%

Top 3 countries: • Italy (90%),• Poland (85%) • Hungary (83%)

Bottom 3 countries: • France (63%)• Belgium (71%) • Spain (81%)

• Europe: 47%

Top 3 countries:• Hungary (59%), • Spain (58%) • Italy (51%).

Bottom 3 countries:• France (34%), • Poland (48%) • Belgium (49%)

User friendlinessTrustworthiness

signatureTrustworthiness signature with ID

• Europe: 74%

Top 3 countries:• Hungary (79%)• Poland (78%)• Spain (77%)

Bottom 3 countries:• France (57%) • Italy (74%)• Belgium (77%)

Base=users of signature as authentication method for card payments

15

Authentication methods of card payments: PINcode

More frequently used compared to signature.

Mostly used as a verification method for:

– to withdraw cash (88%)– usual household shopping (72%)

More user friendly (90% on a European level) and trustworthy (76%) compared to a signature.

16

25

16

15

9

34

46

14

17

26

13

26

13

21

37

7

7

23

19

4

11

17

3

29

16

13

1

1

19

2

4

7 3

1

Usual Household shopping (N=975)

Withdrawal of cash (N=930)

Loyalty program (N=222)

Shopping of less usual items (N=604)

Other (N=44)


PIN code as authentication method in Europe: Frequency of usage of applications

How often do you use a PIN code as card identification method? (base=users of application of card payment) (%)

The most common applications for a PIN code as authentication method are household shopping and withdrawal of cash. A PIN code is than mostly used on a weekly basis.

Compared to other applications, a loyalty program is not very often authenticated with a PIN code.

17

PIN-code as authentication method for card paymentsUser friendliness and trust

• Europe: 90%

Top 3 countries: • Belgium (96%)• France (95%)• Hungary (95%)

Bottom 3 countries: • Spain (86%)• Italy (87%)• Poland (88%)

User friendliness Trustworthiness

• Europe: 76%

Top 3 countries:• Belgium (88%)• Poland (83%)• Hungary (83%)

Bottom 3 countries:• France (73%)• Spain (74%)• Italy (74%)

Base=users of PINcode as authentication method for card payments

18

Content

Section 1: Backrgound & Methodology







19

85%

72%

62%

57%

19%

19%

0% 20% 40% 60% 80% 100%

E-shopping sites (E-bay, Amazon, auction sites,clothes...)

Online banking

Booking vacation, hotel or flight tickets

Reservations online (concerts, cinema...)

Downloading music

Other

Online payment methods in Europe: Applications

In Europe, payments via the internet are mostly done when buying goods on specific shopping sites (like E-bay) (85%).

Bank transactions (72%) are also an important application.

Base=users of online payments in last year

20

Most frequent used authentication method for online banking (86% use it on a monthly base).

Is seen as the most user friendly verification method (92% find it user friendly) but has a lower level of trust (74%) compared to a dynamic password.

Authentication methods of internet payments: Online banking: static password

21

32 39 14 2 84Static password


Static password* as authentication method for online banking in Europe: Frequency of usage

How often do you use a static password as authentication method for e-banking? (base=users of e-banking, N=2063)

A static password as an authentication method for online banking is frequently used in Europe. The majority (71%) uses it daily or weekly.

About 8% of the respondents never use a static password as an authentication method for online banking.

*A password is “static” wherein the same authentication data is provided by the user to the system for every transaction. The user always uses the same user identification name (UserID) and password to log onto the system and access his (her) personal web-banking environment.

22

Static password for online bankingUser friendliness and trust

User friendliness static password

Trustworthiness static password

• Europe: 92%

Top 5 countries: • Denmark (96%)• France (96%)• UK (94%)• Finland (94%)• Italy (92%)

Bottom 5 countries: • Hungary (86%)• Belgium (88%)• Spain (88%)• Sweden (89%)• The Netherlands (90%)

• Europe: 74%

Top 5 countries:• Denmark (87%)• UK (86%)• France (81%)• Spain (79%)• Italy (77%)

Bottom 5 countries:• Sweden (63%)• The Netherlands (64%)• Hungary (64%)• Germany (65%)• Austria (67%)

Base=users of static password as authentication method for online banking

23

56% of the Europeans use it on a monthly base.

Lower user friendliness (77%) but more trustworthy (85%) compared to a static password.

Authentication methods of internet payments: Online banking: dynamic password

24

15 26 14 6 316 1Dynamic password


Dynamic password* as authentication method for online banking in Europe: Frequency of usage

How often do you use a dynamic password as authentication method for e-banking? (base=users of e-banking, N=2063)

A dynamic password as an authentication method for online banking is less frequently used than a static password in Europe. Less than 50% of the European online bankers use it daily or weekly.

About a third (31%) has never used a dynamic password as authentication method.

*A password is “dynamic”, wherein the authentication data provided by the user to the system is different for each transaction. The user always uses the same user identification name (UserID) but each time a new password to log onto the system and access his (her) personal web-banking environment. This method is often based on the use of a device to create or receive the new passwords, such as a mobile phone, a token, or smart card reader or may be based on a card filled with a pre-print set of passwords.

25

Dynamic password for online bankingUser friendliness and trust

• Europe: 77% (lower than static password)

Top 5 countries: • Finland (84%)• Italy (84%)• The Netherlands (81%)• France (80%)• Denmark (77%)

Bottom 5 countries: • Poland (65%)• Hungary (71%)• Germany (73%)• Austria (74%)• Sweden (74%)

• Europe: 85% (higher than static password)

Top 5 countries:• Belgium (91%)• Finland (91%)• The Netherlands (88%)• Poland (87%)• Hungary (87%)

Bottom 5 countries:• Portugal (78%)• France (80%)• Italy (81%)• Germany (81%)• Sweden (83%)

User friendliness dynamic password

Trustworthiness dynamic password

Base=users of dynamic password as authentication method for online banking

26

Most frequent applications on a monthly base are:

– Internet shopping sites (57%)– Downloading music (45%)– Online reservations (37%)

The user friendliness is high (90% European average) and the level of trust is good (78%). User friendliness and trust are higher when paying directly with the merchant.

Authentication methods of internet payments: Online payment: directly with merchant

27

3

2

1

1

8

18

15

4

8

18

36

28

12

28

30

27

44

41

17

26

9

5

4

9

8

5

6

9

12

6

8

16

25

6

5E-shopping sites (N=2445)

Downloading music (N=553)

Booking vacation, hotel or flight tickets(N=1791)

Reservations online (N=1656)

Other (N=543)


Internet payment with credit card directly with merchant in Europe: Frequency of usage of applications

How often do you use a credit card e-payment solution directly with the merchant to…? (base=users of application of internet payment)

Most applications via internet payment with the merchant are done on a monthly basis. Most frequent applications for e-payment are e-shopping sites and downloading music.

28

• Europe: 90%

Top 5 countries: • UK (95%)• Denmark (95%)• France (94%)• Italy (92%)• Belgium (92%)

Bottom 5 countries: • The Netherlands (83%)• Hungary (84%)• Germany (85%)• Sweden (85%)• Austria (87%)

• Europe: 78%

Top 5 countries:• Denmark (90%)• France (84%)• UK (82%)• Italy(82%)• Germany (79%)

Bottom 5 countries:• Sweden (57%)• Portugal (66%)• Austria (71%)• The Netherlands (71%)• Finland (72%)


Online payment: directly with merchantUser friendliness and trust

Base=users of online payment directly with merchant

29

Most frequently used for payment transactions on specific internet shopping sites (43%). About a forth of the respondents never use a payment service provider.

It is seen as quite user friendly (80%) and the level of authentication is quite trustworthy (76%) but lower compared to payment directly with the merchant.

Authentication methods of internet payments: Online payment: via payment service provider (trusted third party)

30

2

1

6

12

13

6

3

9

28

15

18

9

20

19

25

27

16

9

16

6

10

14

13

14

12

19

32

29

31

31

23

6

5 E-shopping sites( N=2445)

Downloading music (N=553)

Reservations online (N=1656)

Booking vacation, hotel or flight tickets(N=1791)

Other (N=543)


Internet payment with credit card via payment service provider in Europe: Frequency of usage of applications

How often do you use a credit card e-payment solution via a payment service provider to…? (base=users of application of internet payment)

In general, payment via a service provider is used on a monthly basis or once every three to six months. For most applications, about a third never uses a payment service provider.

E-shopping sites are the most frequently used application.

31

Online payment: via payment service provider (trusted third party)User friendliness and trust

• Europe: 80% Top 5 countries: • Italy (88%)• Portugal (86%)• UK (85%)• Denmark (83%)• Germany (81%)

Bottom 5 countries: • Sweden (64%)• The Netherlands (73%)• Austria (74%)• Hungary (74%)• Spain (74%)

• Europe: 76%

Top 5 countries:• Denmark (84%)• Italy (81%)• UK (79%)• France (79%)• Poland (76%)

Bottom 5 countries:• Sweden (60%)• Portugal (66%)• The Netherlands (68%)• Hungary (70%)• Austria (72%)


Base=users of online payment via payment service provider

32

Content








33

49%

38%

35%

21%

18%

13%

24%

0% 20% 40% 60% 80% 100%

Texting in competition (at premium rate texts)

Purchasing (virtual) tickets (tube, tram, parking...)

Downloading music, ring tones…

Paying bills

Automatic vending machines

Person to person payment

Other

Mobile payment methods in Europe: Applications

Texting in competition is the most popular mobile payment application.

When payment via the mobile phone is authenticated by means of a PIN code, Europeans tend to rely on this method: the level of trust is quite high (76%).

Base=users of mobile payment in last year

35

Content








36

Introduction

Two innovative authentication methods (Biometry, RFID) were tested:

– Biometry: is a user identification method that may allow users to improve payments’ security (e.g. fingerprint, eye recognition)

– RFID (Radio Frequency Identification): is a user identification method which uniquely identifies an object or person, when the person passes through places where antennas catch their data by means of a chip that the person wears somewhere on him (her)

Next to that a future e-environment or new interface to the internet was tested, namely:

– iDTV: is an application that will allow you to do payments via interactive television

37

33

11

8

32

23

19

19

23

30

25

28 16

9 7

18

Biometry

RFID

IDTV

Very appealing Appealing Somewhat appealing Not appealing Not appealing at all

Innovative authentication methods and e-environment solutions Biometry, RFID and iDTV: Appeal

Biometry is seen as the most appealing innovative authentication method.

As for RFID and iDTV a large majority find these concepts not appealing.

65%

34%

27%

TOP 2 score

Base=total online sample

38

30

9

6

39

20

17

23

38

43

17

20

4

16

15

4Biometry

RFID

IDTV

Would definitely use it Would use it Not sure if I would use itWould not use it Would definitely not use it

Innovative authentication methods and e-environment solutions Biometry, RFID and iDTV: Intention to use

69% of the Europeans would be willing to use biometry.

As for iDTV only 23% would be willing to use this innovative interface for the internet.

69%

29%

23%

TOP 2 score

Base=total online sample

39

Content








40

Ideal payment solution

People can have different expectations towards their payment solutions. These different needs and expectations towards ideal payment solutions are presented in a motivational segmentation.

Respondents were asked to describe their ideal payment solution in terms of:

– Satisfaction statements– Personality statements– Product features

Personality and satisfaction statements are based on the Censydiam model.

Via clustering techniques, basic structures in the data are revealed. Based on this input, respondents were allocated to different motivational segments.

41

Gives you the freedom to do what you want

Makes you feel on top of the world

Shows that you have acquired a certain position in life

Gives a sense of competence and status

Shows that you are capable of dealing with money

Makes you stand out from the crowd

Is for people who handle money with caution and seriousness

Helps you to deal with money in a practical way

Makes you feel safe and secure at all times

Helps you avoid taking risks

Enables you to deal with money in everyday life

Makes you feel accepted by modern society

Is for people who think that money is a means to an end

Helps you to share good things in life with others

Makes you have more fun in life

Allows you to have a carefree attitude towards money

Progressive

Spontaneous

Prestigious

Professional

Intelligent/smart

Unique

Pragmatic

Straightforward

Trustworthy

Reliable

Familiar

Traditional

SocialFriendly

Accessible

Carefree

Building the motivational frame of reference for payment solutions

Freedom

StatusIntegrate and

belong

Control

The vertical axis represents the feeling on an individual level towards payment solutions:-this can be carefree and open-or with a more functional and practical view

The horizontal axis represents the social aspect of payment solutions: -it can either help integrate the individual within the environment, create a feeling of belonging, keeping pace with society-or empower the individual, create a stronger feeling of status and competence.

42

Control

Statu

s

Freedom

Inte

gra

te a

nd

bel

on

g

















Progressive

Spontaneous

Prestigious

Professional

Intelligent/smart

Unique

Pragmatic

Straightforward

Trustworthy

Reliable

Familiar

Traditional

SocialFriendly

Accessible

Carefree

The motivational frame of reference for payment solutions

43

Ideal satisfaction of payment solutionsPeople are looking for a practical and safe way to handle their money in daily life.

56%

55%

44%

42%

35%

32%

29%

24%

19%

18%

17%

16%

16%

15%

12%

8%

















Can you indicate which feelings and emotions you IDEALLY look for in a payment method? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits perfectly”. (Top 6,7)

Total sample

Important•Dealing with money in

a practical way, in every day life

•Gives you freedom•Gives you safety and

security, with low risk

Less important•Money as a means to an end•Feeling on top of the world•Source of status and

distinction

Top 5

Bottom 5

44

Ideal personality of payment solutionsPeople need an uncomplicated and straightforward payment method that they can trust.

66%

64%

62%

58%

56%

50%

44%

43%

41%

38%

32%

30%

19%

18%

17%

13%

Reliable

Accessible

Trustworthy

Professional

Straightforward

Intelligent/smart

Progressive

Carefree

Familiar

Friendly

Pragmatic

Spontaneous

Unique

Prestigious

Social

Traditional

Imagine that someone asks you to describe the character of the IDEAL payment solution. Which words would you use to describe it? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits

perfectly”. (Top 6,7)

Total sample

Important•Reliable, trustworthy,

straightforward•Accessible•Professional

Less important•Spontaneous, social•Unique, prestigious•Traditional

Top 5

Bottom 5

45

Ideal product features of payment solutionsPeople want a comprehensible and dependable payment method which can be used every day.

75%

74%

72%

71%

64%

64%

63%

63%

61%

61%

60%

59%

52%

43%

43%

41%

35%

34%

30%

Convenient

User-friendly

For everyday usage

Dependable

Free of charge

For regular purchases

With a PIN code

Helps to monitor my finances/account

Respects your privacy

Inexpensive

With a wide range of applications

Widely spread

Using the newest technologies

For larger amounts

For small amounts

Anonymous

With a signature

Technical

For specific applications

How would each of the following qualities describe your ideal payment solution? You can mark a number from 1 to 7 where 1 means “Doesn’t fit at all” and 7 “fits perfectly”. (Top 6,7)

Total sample

Important•Convenient, user-

friendly•Dependable•For every day usage•Free of charge

Less important•For small amounts, specific

applications•Anonymous•With a signature•Technical

Top 5

Bottom 5

46

Control

Statu

s

Freedom

Inte

gra

te a

nd

bel

on

g

















Progressive

Spontaneous

Prestigious

Professional

Intelligent/smart

Unique

Pragmatic

Straightforward

Trustworthy

Reliable

Familiar

Traditional

SocialFriendly

Accessible

Carefree

Fundamental meaning of payment solutionsThe ideal payment solution is able to generate a sense of trust and security in every day life. It is a reliable and straightforward application which is accessible for everyone.

Top 5 satisfactions and personalities

47

Giv

es y

ou

the

fre

edom

to

do

wh

at y

ou w

ant

Mak

es

you

feel

on

top

of t

he

wo

rld

Sho

ws

tha

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u h

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acq

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d a

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tain

po

sitio

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life

Giv

es a

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Sho

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tha

t yo

u a

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ap

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of

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with

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ut

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or p

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to d

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in a

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ay

Mak

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feel

sa

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He

lps

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avo

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akin

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Ena

bles

yo

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de

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eve

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Allo

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Pro

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Pre

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Different motivations towards payment solutionsVia clustering techniques, 4 motivational strategies towards payment solutions are discerned.

Traditionalists CompetenceSeekers

Optimists Status Seekers

48

4 motivational groups toward payment solutions are discerned

Four different motivations towards payment solutions are discerned, namely:

– Status Seekers– Competence Seekers– Traditionalists– Optimists

49

Control

Statu

s

Freedom

Inte

gra

te a

nd

bel

on

g

















Progressive

Spontaneous

Prestigious

Professional

Intelligent/smart

Unique

Pragmatic

Straightforward

Trustworthy

Reliable

Familiar

Traditional

SocialFriendly

Accessible

Carefree

Status Seekers24,6%

Optimists23,7%

Traditionalists28%

Competence Seekers23,6%

The 4 motivational strategies represent each about 25% of the population

51

•They want payment solutions that make them stand out from the crowd and make them unique. It is also about showing success in life. In that respect payment solutions can be seen as a status symbol.

•They are looking for financial freedom to be able to do what they want and as a way to be on top of the modern world.

•They see themselves as professional and successful, willing to openly embrace new technology and to be an active participant in the modern world.

•They talk about their own behavior as if having an almost ‘innate’ aptitude to relate to new payments methods, fully embracing and accepting new

technologies in a natural way.

•They expect a hassle free, practical and user-friendly

financial experience. Next to that, they are not afraid of a technical solution that uses the newest technologies.

*Integration of qualitative and quantitative results

Status SeekersSummary*

24,6% of the respondents24,6% of the respondents

53

•They want payment solutions for people who handle money with caution and seriousness, to show that they are capable and competent of dealing with money. They expect payment solutions to be intelligent, smart and progressive.

• Their ideal payment solution can be technical and for specific applications only.

•The competence seekers are proud, intelligent and ambitious individuals, fulfilled in life. They have a cosmopolitan lifestyle, and a superior attitude. They see themselves as leaders. They want to feel competent and recognized for who they are.

•They value reliability, special attention and commitment. They need to feel looked after (related to privilege).

•This group is more likely to be older


Competence SeekersSummary*


55

• The traditionalists need payment solutions that are reliable and trustworthy and that help them deal with money in a practical way and in everyday life.

• Next to that, there is a strong need for control over their finances.

• They are very security minded and so look for payment solutions that reduce this risk and make them feel safe at all times.

• They see themselves as normal people who don’t wish to make a show of themselves.

• The traditionalists are looking for payment solutions that respect their privacy.

• The traditionalists are more likely younger people with a higher education.


TraditionalistsSummary*

28% of the respondents28% of the respondents

57

• The optimists need payment solutions that enable them to have a carefree attitude towards money. Money is seen as a means to an end: it enables one to share good things in life with others and make life more pleasurable.

• They have no ambition to experiment or to be seen as innovators. They are not really interested in new payment applications and technologies. They also find these new applications difficult.

• The optimists are social, warm and open-minded people with a positive attitude towards the future.

• They need payment solutions that can make them deal with money in everyday life and in a practical, user-friendly. It should also give them the freedom to do what they want. It should also respect their privacy.

• This group is relatively more part-time working and relatively more single and young.


OptimistsSummary*


58

Control

Statu

s

Freedom

Inte

gra

te a

nd

bel

on

g

















Progressive

Spontaneous

Prestigious

Professional

Intelligent/smart

Unique

Pragmatic

Straightforward

Trustworthy

Reliable

Familiar

Traditional

SocialFriendly

Accessible

Carefree

Status Seekers24,6%

Optimists23,7%

Traditionalists28%

Competence Seekers23,6%

The 4 motivational strategies represent each about 25% of the population

60

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Service contract: ETD/2006/IM/F2/92 Prepared by: Synovate Censydiam & The House of Marketing Date:...

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Transcript of Service contract: ETD/2006/IM/F2/92 Prepared by: Synovate Censydiam & The House of Marketing Date:...