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​​Contactless cards: users are enthusiastic, but penetration is still relatively low

48% of respondents in the survey are aware of cards with the potential for contactless payment, but only 17% actually have one. Almost everyone that does own a contactless card (92%) has used it for contactless transactions, mainly for payment for goods and services or transport. Given the opportunity, young people in Moscow and St. Petersburg are clearly happy to embrace the technology. 

The study showed that the frequency of transactions with a banking card correlates directly with the age of the respondent: younger people make fewer purchases. Frequency of bank card usage increases with the value of the transaction: 54% of respondents make payments this way when the price is more than 5000 RUB. This falls to 25% for goods and services worth less than 500 RUB. 

If more people were equipped with contactless cards these figures could be significantly higher. Gemalto’s experience demonstrates that card use is boosted when no PIN is needed and the card checkout process is quick and convenient, even for low value transactions. Experience from countries such as UK, Poland and Italy further shows that the usage increase even more when cards offer the possibility to use EMV contactless payment and transit on the same device. This educates the users and it becomes a natural gesture to tap for a ride, tap for a coffee.” 

​​Mobile payments: untapped potential among the ‘smartphone generation’ 

In both Moscow and St. Petersburg smartphones are extremely popular. 40% of respondents use their smartphone for more than five hours per day, and another 26% for between three and five hours per day. Smartphones are most commonly used for making calls, sending messages, social networking, listening to music and watching videos. However, 51% also stated that they regularly use financial services such as Mobile Banking. Clearly the smartphone has become central to the way younger people in Russia manage their lives, and there is vast potential for new services to be offered via the mobile channel: almost two out of five respondents said they would not carry their credit cards or wallet if they knew they could pay with their phone.

Most of the respondents (66%) have an interest in using their smartphone as a payment instrument. One out of six might consider changing bank if their existing provider did not support mobile payment. A majority of the respondents (58%) said that, given the option, they would prefer to use their mobile phone to pay for transportation. Experience from other markets shows that transportation ticketing is typically the most effective means of helping end users become accustomed to using their phone when paying for a service. 45% said that they would prefer to pay with their smartphone without entering a PIN for purchases of up to 1000 RUB. 

Among those keen to use their smartphone as a payment instrument or loyalty card, the main motivating factors cited were: 

The NFC eco-system: growing fast

About th​e survey: 

Gemalto polled 500 citizens of Moscow and 500 citizens of St. Petersburg aged 16-35 using an online survey method (50% female, 50% male). The survey was initiated by Gemalto and was carried out in summer 2015 by J’son and Partners Consulting.

​The full version of the survey can be downloaded here: