PayPal was the brand most likely to be trusted with personal financial data by consumers in nine major markets around the world, in a survey by GfK.(click image for a larger view)
Credit-card brands Visa and MasterCard were the next most likely global brands to be trusted, followed by Apple, Nokia and Samsung.
In a poll of 8603 people in nine countries, GfK found that financial services firms have the highest levels of trust, consideration and preference among consumers, with a score of 48 percent, when it comes to mobile payments, says Ryan Garner, GfK analyst. Within this category, banks come out on top.
Mobile and telecommunication brands receive significantly lower levels of trust when it comes to controlling financial transactions. Just 10 percent of respondents expressed high confidence and trust in mobile service providers, compared to some other ecosystem participants.
"Trust is the biggest driver of service preference and is most important at driving adoption of mobile payments," says Garner.
Overall, 62 percent of respondents find mobile payments appealing. This is higher among certain key groups, including: younger consumers aged 16-24 (75 percent), innovators (74 percent), and current smartphone owners (72 percent). Developing markets in China (82 percent) and Brazil (73 percent) find mobile payment services the most appealing. Consumers in the United States and Europe seem less interested, at about 50 percent.
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