How Strong is Demand for Mobile Wallets?

According to March 2012 panel-based research by marketing solutions agency Catapult, just one-quarter of U.S. consumers were at least somewhat interested in using a mobile wallet for in-store purchases.

A clear majority of 58 percent were not interested, including 41percent who reported a complete lack of interest, according to eMarketer.

None of that might mean too much. Interest as high as 25 percent, for a service few consumers actually an use, might be considered "strong" demand, early in a new product's emergence.

More important, people cannot evaluate any new product they have no experience with, one might argue. Only after a clear value proposition is understood can consumers "buy," which validates the market.

Many of us would argue early surveys do not tell us much of anything about the ultimate level of interest.