Apple sent out emails informing customers that they can donate to charitable causes using Apple Pay on the sixth annual Giving Tuesday, a global philanthropic movement that takes place the day after Cyber Monday, de acuerdo a Appleinsider.
Apple promoted major charities — including the American Red Cross and St. Jude Children’s Research Hospital, among others — and included links to pages for each organization, giving the option to make a donation using Apple Pay.
Apple Pay can use charitable donations as a channel to build habit formation.
- Apple Pay usage has been lagging. Mobile wallet adoption has stagnated at roughly 25% of eligible users. And each card loaded into Apple Pay only sees about 0.6 transactions per month, indicating that the average user isn’t using the wallet on a monthly basis, according to a PULSE encuesta. Apple Pay needs to present new use cases that will drive customers to adopt, and continue to engage with, the mobile wallet.
- But mobile device spending is increasing. There’s an appetite for mobile payments — purchases made on smartphones accounted for 40% of sales on Black viernes, up 29% from last year — as seen through increased mobile device spending. Apple has been trying to use e-commerce to boost Apple Pay adoption, and charitable donations could be another way to drive users to the mobile wallet. And since Giving Tuesday elevado $180 million in online donations alone in 2016 — up from $10 million in 2012, the event’s first year — according to data from PayPal and DonorPerfect, mobile donations could serve as a gateway for consumers to adopt Apple Pay for other payments.
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