PYMNTS Tracking The Digital Payments Takeover December 2023

TRACKING
THE DIGITAL
PAYMENTS
TAKEOVER
CONSUMER FAMILIARITY CONTROLS
ACCOUNT-TO-ACCOUNT PAYMENT GROWTH
Tracking the Digital Payments Takeover:

Consumer Familiarity Controls
Account-to-Account Payment Growth,
a PYMNTS Intelligence and AWS collaboration,
examines the appeal of A2A payments,
including an exploration of the incentives or
discounts that could sway consumers to use
them. We surveyed a census-balanced panel December 2023
of 3,331 U.S. consumers from Aug. 25 to Aug.
31 to discover how they use A2A payments
and what drives them to this method over
the alternatives in specific scenarios, such
as making purchases, settling accounts or
paying bills.
© 2023 PYMNTS All Rights Reserved

4 | Tracking the Digital Payments Takeover Introduction | 5
TRACKING
THE DIGITAL
PAYMENTS
TAKEOVER TABLE OF
CONSUMER FAMILIARITY CONTROLS
ACCOUNT-TO-ACCOUNT PAYMENT GROWTH CONTENTS
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
READ MORE
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Tracking the Digital Payments Takeover: Consumer Familiarity

September 2023
Controls Account-to-Account Payment Growth was produced in
Tracking the Digital collaboration with Amazon Web Services, and PYMNTS Intelligence
Payments Takeover: is grateful for the company’s support and insight. PYMNTS
Biometric Authentication Intelligence retains full editorial control over the following findings,
in the Age of Mobile methodology and data analysis.
Introduction to impact customer engagement. For example, merchants might

offer discounts or rewards for A2A payments, or they could use
A2A payments to make it easier for customers to check out
online.
With A2A payments gaining modest traction, the factors influ-

Account-to-account (A2A) payments do just what the name
encing growth deserve deeper scrutiny. Positive attributes, such
implies: A2A payments transfer funds between bank accounts
as ease of use, contribute meaningfully to consumer satisfac-
mostly in real-time. A2A payments bypass traditional card net-
tion in P2P transactions. Still, the most prevalent obstacle to
works and use intermediaries like peer-to-peer (P2P) service
broader adoption is neither technological shortcomings nor lim-
providers like Venmo or PayPal, which allow individuals to send
ited vendor acceptance. Instead, it is a notable knowledge gap,
and receive funds from their bank accounts. Although these
with more than half of consumers admitting to not using A2A
payments have been gaining traction in recent years — used
options simply due to their lack of understanding. Notably, 40%
by 36% of consumers in the past quarter — they have yet to
of survey respondents expressed a willingness to adopt A2A
fully disrupt the wider payments landscape. However, the sev-
payments, suggesting cautious opportunities for further market
eral advantages A2A payments offer over traditional transaction
penetration.
methods, such as credit and debit cards, mean that greater
market share could be on the horizon — and consumer knowl- Tracking the Digital Payments Takeover: Consumer Familiar-
edge is the key. ity Controls Account-to-Account Payment Growth, a PYMNTS
Intelligence and AWS collaboration, examines the appeal of A2A
One of the main benefits of A2A payments is their simplicity.
payments, including incentives or discounts that could sway
An important aspect of this simplicity is that A2A solutions
consumers to use these payments. It draws on insights from a
eliminate the need for users to share sensitive financial infor-
survey of 3,331 U.S. consumers conducted from Aug. 25 to Aug.
mation such as credit card numbers, potentially reducing the
31.
risk of fraud. Moreover, A2A payments are typically processed
in real time, meaning merchants receive funds immediately — a
major boon for merchants that leads to improved cash flow and
reduced risk of bad debt. A2A payments also have the potential

06 | Tracking the Digital Payments Takeover Key findings | 07
More than one-third of Although the use of P2P payments, such as those conducted on
Venmo, predominates across the A2A landscape for U.S. con-
U.S. consumers are sumers, additional use cases, such as merchant transactions
embracing A2A payments,

and bill payments, are not to be ignored. With 14% of respon-
dents using A2A methods to pay bills and subscriptions, A2A
driven in no small measure payments are emerging as a versatile financial option. A2A solu-
by convenience and the

tions, therefore, present an opportunity to expand payment
providers, not least traditional financial institutions, to capture
draw of P2P transactions.

a meaningful footprint in this evolving landscape.
FIGURE 1:
A2A payment usage
Share of consumers who did or did not make A2A payments in the last three months
Overall, 36% of U.S. consumers used A2A payments in the three
Yes
months prior to being surveyed. Survey data reveals that P2P No
payments account for the bulk of all A2A transactions, with

consumers increasingly using this method for personal finan-
cial interactions. Platforms such as PayPal, Venmo and Cash 35.9%
App are the primary facilitators, and the social interaction layer
common to such platforms offers a relatively novel transaction
experience within the broader payments landscape. In short,
people trust P2P for money matters with each other.
64.1% Source: PYMNTS Intelligence

Tracking the Digital Payments Takeover, December 2023
N = 3,331: Complete responses, fielded Aug. 25, 2023 – Aug. 31, 2023

36%
FIGURE 2:
A2A usage breakdown
Share of consumers who made select types of A2A payments in the last three months, by de-
mographic
A2A PAYMENTS P2P PAYMENTS BILL AND ONLINE IN-STORE

(ANY TYPE) SUBSCRIPTION
PAYMENTS
PURCHASES PURCHASES
of U.S. consumers have made an
• Sample 35.9% 18.6% 14.0% 11.3% 10.8%
A2A payment within the last three
GENERATION months.
• Baby boomers and seniors 20.2% 7.1% 7.2% 3.9% 5.6%
• Generation X 34.6% 17.3% 10.9% 8.9% 9.0%
• Millennials 50.5% 31.0% 21.1% 19.0% 16.6%
• Generation Z 47.5% 24.2% 22.2% 18.9% 14.6%

INCOME
• More than $100K 46.2% 26.1% 19.4% 15.6% 12.9%
• $50K - $100K 35.1% 18.1% 13.6% 11.4% 10.3%
• Less than $50K 25.0% 10.8% 8.3% 6.6% 8.8%
Source: PYMNTS Intelligence


A2A payments’ convenience

Meanwhile, several other factors influence consumer choice,
such as the fast availability of funds and the ability to send
drives consumer satisfaction, money from preferred devices. More than one-third of respon-
dents place a premium on getting their money quickly, while
especially in P2P use cases, another 33% consider using their preferred devices to send
indicating platforms provide

money vital in their decision to use A2A as a payment method.
These findings suggest there is a small but discerning user base
more user-friendly experiences who seek more than mere convenience when selecting how to
transact. Therefore, platforms aiming to capture more of this
— a trend primed to continue market must not only focus on user-friendly design but also
as more and more individuals

consider these secondary — yet critical — factors.
begin using A2A networks. FIGURE 3A:

Satisfaction with A2A payment experiences
Share of A2A payment adopters who indicate select levels of satisfaction when making
A2A payments
Slightly or not at all satisfied

As more and more consumers join the ranks of those using A2A Somewhat satisfied
Very or extremely satisfied
networks in which they can send and receive funds, satisfaction 4.3%
rates for A2A payments climb. More than 80% of users are either
11.4%
very or extremely satisfied with their most-used platform. This
could be attributed to these platforms’ success in making the
payment experience not just seamless but also part of an eco-
system where users frequently interact and transact. Because
84.3%
consumers complete many of these transactions within a known
network — sending money to the same recipients — the com-
fort and trust levels are higher, reinforcing platform loyalty.


FIGURE 3B:
Satisfaction with A2A payment experiences
Share of consumers who cite select reasons as important for using A2A payments in the
last three months
Most important
Selected, but not most important
Total
34.0%
Convenience
0000000034
4.7%
Lower fees
0000000005
Because consumers
26.3% 15.5%
conduct many of these A2A
0000000026 0000000016
60.3% 0000000060 20.1% 0000000020
Ease of use Not having to remember payment information

24.4%
32.8%
57.2%
0000000024
0000000033
0000000057
3.7%
11.0%
14.7%
0000000004
0000000011
0000000015
transactions within a known
14.6%
Fast availability of funds
0000000015
2.3%
Not having to manually enter payment information
0000000002
network — sending money
22.8% 11.3%
to the same recipients — the
0000000023 0000000011
37.4% 0000000037 13.6% 0000000014
Ability to send money from preferred devices Other

8.6%
23.9%
32.5%
0000000009
0000000024
0000000033
2.5%
0.2%
2.7%
0000000003
0000000003
comfort and trust levels are
5.3%
Enhanced security
0000000005
higher, reinforcing platform
12.9% 0000000013
loyalty.
N = 1,243: Respondents who made A2A payments in the last three months,
18.2% 0000000018
fielded Aug. 25, 2023 – Aug. 31, 2023

The foremost barrier to wider

The challenge, however, lies not only in providing information
but also in dismantling perceived security concerns. Roughly
A2A adoption is not technol- one-fifth of consumers cite security reservations as a disincen-
tive for using A2A payments, suggesting a broader need for more
ogy or availability but rather detailed communication on the robust security frameworks that
a knowledge gap of insuffi-

many A2A platforms now employ.
cient consumer familiarity and FIGURE 4:

Why consumers do not use A2A payments
generational differences in Share of consumers citing select reasons as the most important for not using A2A pay-
ments in the last three months
awareness. 35.6% 11.5%

Do not know how these Preferred merchants do
payments work not offer it
With such convenience and satisfaction numbers, why have A2A 18.6% 3.7%
Do not trust sending Authentication process is
payments not fully taken off? A critical hindrance to A2A pay-
payments directly from a long and complicated
ments’ full-scale adoption is a lack of consumer familiarity: 36% bank account
of consumers admit they do not understand how A2A payments

operate, and another 24% are unaware that this option exists.
This lack of familiarity speaks to the need for more compre- 18.2% 12.5%
Did not know using these No particular reason or no
hensive awareness campaigns to bring this sizable consumer payments was possible need to use
base into the fold if A2A payment platforms plan to expand their
market penetration or increase transaction volumes.

N = 2,088: Respondents who did not make A2A payments in the last three months, fielded Aug. 25, 2023 – Aug. 31, 2023

Baby boomers and seniors tend to claim not to know how A2A FIGURE 5:
Why consumers do not use A2A payments
works. Younger users, such as those in Gen Z, appear nearly Share of consumers citing the top reason for not using A2A payments in the last three
oblivious to its availability, suggesting that the knowledge gaps months, by generation
in question are different for each cohort. In contrast, more than
half of millennials have adopted A2A payment solutions in the
BABY BOOMERS GENERATION MILLENNIALS GENERATION
past 90 days, indicating the potential scale of adoption if aware- AND SENIORS X Z
ness barriers are successfully overcome. Consequently, there is

• Do not know how these payments 38.6% 35.9% 29.9% 34.6%
a clear opportunity for both FinTech firms and traditional finan- work
cial institutions to target these generational groups with tailored
• Do not trust sending payments 22.3% 16.9% 15.3% 14.5%
adoption initiatives that can drive broader use. directly from a bank accounts
• Did not know using these payments 11.9% 17.3% 24.4% 33.3%
was possible
• Preferred merchants do not offer it 7.8% 13.9% 16.6% 9.9%

Not knowing how A2A payments work is the top reason hindering greater • Authentication process is long and 2.5% 2.1% 6.7% 5.8%
adoption across all generations — and incentives may only go so far. complicated
• Other 17.0% 13.9% 7.1% 1.9%

The data reveals a generational divide in the inclination towards A2A pay-
ments, with older consumers, notably baby boomers and seniors, showing Source: PYMNTS Intelligence
the least interest. Overall, 36% of respondents claimed not knowing how N = 2,088: Respondents who did not make A2A payments in the last three months, fielded Aug. 25, 2023 – Aug. 31, 2023
A2A works as their principal reason for not using it, with another 19% cit-
ing their lack of trust in sending payments directly from a bank account. In
addition, baby boomers and seniors appear to be the least easy to incen-
tivize. Fifty-three percent of users in this cohort say that even with offers
such as discounts or rewards, they still would not use A2A payments.
When observing income variations, the disparity in A2A usage is negligible.
However, those earning the least express the greatest skepticism, at 43%
— even with incentives in place.

Two in every five respondents

FIGURE 6:
Incentives’ impact on A2A usage
Share of A2A nonusers who cite how incentives would impact their choice to use A2A
are open to adopting A2A payments, by demographic
payments if incentivized to do Not likely to use A2A despite incentives

Somewhat likely to use A2A if offered incentives
so, suggesting avenues for

Very or extremely likely to use A2A if offered incentives
INCOME
market penetration strategies. 38.7%

20.3%
41.0%
Sample
0000000039
0000000020
0000000041
37.0%
19.8%
43.2%
More than $100K
0000000037
0000000020
0000000043
GENERATION $50K - $100K

35.3% 0000000035
Baby boomers and seniors 21.3% 0000000021
52.7% 0000000053 43.4% 0000000043
20.5% 0000000021
The data on A2A payment use reveals a user base that is some- 26.8% 0000000027
Less than $50K

what ambivalent overall, with distinct pockets of enthusiasm 42.8% 0000000043
Generation X 19.8% 0000000020
negated by general hesitance. Despite the barriers, incentives 38.7%

21.4%
0000000039
0000000021
37.3% 0000000037
39.9%
play a vital role in influencing consumer behavior, and 41% of
0000000040
consumers who have not utilized A2A payments in the last Millennials
23.6% 0000000024
90 days expressed willingness to switch if payment platforms 16.2%

60.3%
0000000016
0000000060
introduced incentives such as discounts or rewards. This sug-

Generation Z
gests that fostering adoption could be viable through targeted 13.6% 0000000014
25.8% 0000000026
campaigns that might include cash-back offers, discounts or 60.7% 0000000061
exclusive rewards. After all, when consumers feel they are gain-
ing something unique or advantageous, they are also typically Tracking the Digital Payments Takeover, December 2023
N = 2,088: Respondents who did not make A2A payments in the last
three months, fielded Aug. 25, 2023 – Aug. 31, 2023
more likely to change their payment behaviors, thus providing a
possible roadmap for increasing A2A market share.

However, it is crucial to acknowledge the naysayers: 39% of U.S. con-

sumers who have not used A2A in the last three months remain
39%
unconvinced about using these payments, even when faced with
financial incentives. This relatively high percentage suggests that
while carrots can bring some consumers into the A2A fold, the
incentives will not work for everyone. Addressing the concerns of
this more skeptical group might require more, such as enhanced
educational efforts or feature improvements to counter reservations.
Finally, consumers also express wanting incentives that go beyond
of U.S. consumers who have not
financial benefits to begin with — such as exclusive offers and early used A2A in the last three months
access to products — suggesting that there is a multifaceted set of remain unconvinced about using
consumer preferences that A2A platforms must consider.
these payments, even when faced
FIGURE 7: with financial incentives.
Desired incentives
Share of consumers who are very or extremely likely to start using or increasing their use
of A2A payments in the next three months if they receive select incentives
Cash back on transactions Personalized offers

33.9% 0000000034
21.1% 0000000021
Discounts on purchases Early access to products or services

33.3% 0000000033
19.2% 0000000019
Points or rewards for transactions Refer-a-friend discount

28.7% 0000000029
15.9% 0000000016
Exclusive offers from merchants Trial subscriptions

22.5% 0000000023
13.4% 0000000013


Conclusion
As A2A payments gain traction in the evolving digital landscape,
generational preferences play a significant role. Millennial
consumers, inclined toward digital platforms such as PayPal,
Venmo and Cash App, are at the forefront of adopting A2A,
especially for P2P transactions and online shopping. The conve-
nience and ease of these platforms are particularly appealing,
but the big hurdle to A2A adoption is not technological but Methodology
educational. Some 36% of consumers do not know how A2A
payments work, spotlighting an aspect of the knowledge gap
that needs filling. A2A platforms are more convenient and Tracking the Digital Payments Takeover: Consumer Familiarity
satisfying when more consumers (and, thus, more consum- Controls Account-to-Account Payment Growth, a PYMNTS
ers’ friends and other senders and recipients) have adopted Intelligence and AWS collaboration, examines the appeal of A2A
them, and it is critical to note that 41% of nonusers indicate payments, including incentives or discounts that could sway
a willingness to adopt A2A if incentivized. Awareness cam- consumers to use these payments. We surveyed a census-
paigns coupled with monetary incentives such as discounts, balanced panel of 3,331 U.S. consumers from Aug. 25 to Aug. 31
rewards or exclusive offers could be a potent combination to to discover how they use A2A payments and to learn what drives
drive adoption across generations, from underinformed baby them to this method over others when, for example, making
boomers to unaware consumers from Gen Z. purchases, settling accounts or paying bills. Fifty-one percent
of respondents identified as women, 32% had a college degree,
the average age was 47 and 37% annually earned more than
$100,000.

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TRACKING

Tracking the Digital Payments Takeover:

© 2023 PYMNTS All Rights Reserved

Tracking the Digital Payments Takeover: Consumer Familiarity

Introduction to impact customer engagement. For example, merchants might

With A2A payments gaining modest traction, the factors influ-

© 2023 PYMNTS All Rights Reserved

embracing A2A payments,

by convenience and the

draw of P2P transactions.

payments account for the bulk of all A2A transactions, with

64.1% Source: PYMNTS Intelligence

© 2023 PYMNTS All Rights Reserved

A2A PAYMENTS P2P PAYMENTS BILL AND ONLINE IN-STORE

• Generation X 34.6% 17.3% 10.9% 8.9% 9.0%

• Millennials 50.5% 31.0% 21.1% 19.0% 16.6%

• Generation Z 47.5% 24.2% 22.2% 18.9% 14.6%

• More than $100K 46.2% 26.1% 19.4% 15.6% 12.9%

• $50K - $100K 35.1% 18.1% 13.6% 11.4% 10.3%

• Less than $50K 25.0% 10.8% 8.3% 6.6% 8.8%

Source: PYMNTS Intelligence

© 2023 PYMNTS All Rights Reserved

A2A payments’ convenience

indicating platforms provide

as more and more individuals

begin using A2A networks. FIGURE 3A:

Slightly or not at all satisfied

Source: PYMNTS Intelligence

© 2023 PYMNTS All Rights Reserved

60.3% 0000000060 20.1% 0000000020

Ease of use Not having to remember payment information

37.4% 0000000037 13.6% 0000000014

Ability to send money from preferred devices Other

© 2023 PYMNTS All Rights Reserved

The foremost barrier to wider

a knowledge gap of insuffi-

cient consumer familiarity and FIGURE 4:

awareness. 35.6% 11.5%

of consumers admit they do not understand how A2A payments

Source: PYMNTS Intelligence

© 2023 PYMNTS All Rights Reserved

ness barriers are successfully overcome. Consequently, there is

• Preferred merchants do not offer it 7.8% 13.9% 16.6% 9.9%

• Other 17.0% 13.9% 7.1% 1.9%

© 2023 PYMNTS All Rights Reserved

Two in every five respondents

are open to adopting A2A payments, by demographic

payments if incentivized to do Not likely to use A2A despite incentives

so, suggesting avenues for

market penetration strategies. 38.7%

GENERATION $50K - $100K

Baby boomers and seniors 21.3% 0000000021

52.7% 0000000053 43.4% 0000000043

Less than $50K

Generation X 19.8% 0000000020

negated by general hesitance. Despite the barriers, incentives 38.7%

90 days expressed willingness to switch if payment platforms 16.2%

introduced incentives such as discounts or rewards. This sug-

campaigns that might include cash-back offers, discounts or 60.7% 0000000061

© 2023 PYMNTS All Rights Reserved

However, it is crucial to acknowledge the naysayers: 39% of U.S. con-

Cash back on transactions Personalized offers