Mobile payment apps and systems across Europe struggle with low reach and low user engagement. This applies to e.g. Twint (CH), BLIK (PL), Paym (UK), MB Way (PT), Jiffy (IT) or Paydirekt (DE). So far, only few players managed to break the vicious cycle and become the local standard: MobilePay (DK), Swish (SE) or Vipps (NO).

1. Inteliace Research
ToppaymentappsinEurope,2017
Breaking the vicious cycle. Payment apps need mass adoption in order to enjoy high
user engagement
1
MobilePay
Swish
Vipps
MB Way
Twint
BLIK
Jiffy
Paym
Paydirekt
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%
System/app Users (m)
Swish (SE) 5.7
BLIK (PL) 5.2
Jiffy (IT) 4.2
MobilePay (DK) 3.6
Paym (UK) 3.5
Vipps (NO) 2.6
Paydirekt (DE) 1.0
Twint (CH) 0.5
MB Way (PT) 0.4
Share of users in total population 15y+ , as of Q3 2017*, in %
Averagenumberoftransactionspersingleuserpermonth,asofQ32017*,in%
* Data for Q3 2017 or most recent available, partially estimates
Source: Inteliace Research, press notes
Use of mobile payment systems/apps in selected European countries,
Reach vs. User Engagement, As of Q3 2017*
REACH OF THE APP
USERENGAGEMENT
Early stage
Developed
or
• In markets where
payment apps have
been mass adopted
(Denmark, Sweden,
Norway), the user
engagement is high.
• In other markets,
where payment apps
reach a fraction of
population only, the
user engagement is
usually quite low.