Marketing Research Camp conducted a survey of 1,100 Japanese women and men aged from 17 to 69 years, which included various data points on cashless payment habits. Based on this, albeit very limited, survey, LINE Pay came out on top as the most used smartphone payment app, followed by PayPay and Rakuten Pay as well as Rakuten Edy. The full report, including e-commerce data, is freely available, we have translated the key cashless payment slides here for the benefit of an international audience.
Among cashless payment methods, credit cards and public transport cards like Suica remain dominant, but payment through smartphones has increased by more than 11 percentage points year-on-year.
LINE Pay wins top billing as the most used smartphone payment app with 41.2 percent, followed by PayPay with 38.8 percent. These two certainly had the most marketing spend since October last year as well, when PayPay entered the market. Rakuten Edy as the old dog on the block holds up very well, with usage numbers that match Rakuten Pay.
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