Dive Brief:

• Consumers worldwide want more out of the retail experience, a new "Retail Social Listening" study from from MasterCard says, including simpler ways to pay.
• The study says that consumers are accepting of new payment systems and eager to try them, but they must offer convenience first and foremost. 
• Consumers expressed a preference for mobile payments when traveling, and fashion and apparel shoppers were the most eager to see new payment systems accepted. 

Dive Insight:

A wide-ranging study from MasterCard that analyzed more than 1.6 million social media posts in 61 markets worldwide reports that consumers crave new payment technologies, but only if they make payments easier and more convenient. More than three-quarters (77%) of discussions involving payments and shopping mentioned convenience.

Rewards and benefits proved important to consumers, with 38% of conversations, while discussions surrounding acceptance also made up a substantial share (21%) of the chatter. The study also outlined regional differences, such as the fact that 93% of conversations about digital wallets and in-app payments were favorable in North America.  

“The wave of social engagement we see every time new payment innovations are rolled out truly reflects the demand and desire for new and more convenient ways to pay,” Carlos Menendez, executive director for international markets at MasterCard, said in a release. “It also shows that payments have really moved into the heart of the shopping experience—causing frustration when not accepted and engagement when fast, easy and personal.”