As consumers leverage digital wallets in greater numbers, businesses across sectors must understand the latest trends to compete. One such trend is that debit cards have become the primary payment method digital wallet users ultimately leverage. This prevalence suggests that many users like digital wallets’ convenience but value the discipline of natural spending limits.
In other developments, Apple Pay’s growing popularity in travel spotlights a move to more seamless payments in this sector. As the appetite for contactless payments grows, this could soon take root in other sectors. These developments offer insights into the factors driving consumer choices and the implications for businesses.
These are just some of the findings detailed in this report. PYMNTS Intelligence fielded a census-balanced panel of 3,065 U.S. consumers between June 6 and June 28. As a result, this report sheds light on how different sectors are adapting to the rise of digital wallets.
Why Debit Cards Lead in Digital Wallet Transactions
Digital wallet usage continues to grow across grocery, retail, restaurant and travel sectors, with debit becoming the preferred underlying payment method. In June 2024, consumers paying with digital wallets used stored debit cards in 55% of grocery transactions, as well as 52% of retail transactions, 62% of restaurant transactions and 46% of travel transactions. This widespread adoption reflects consumers’ preferences — to access funds immediately and avoid debt. These behaviors are consistent with high inflation and economic uncertainty weighing on U.S. consumers.
Apple Pay has seen significant growth in the travel sector, especially in rideshare services payments. Nearly 1 in 5 consumers used Apple Pay for their latest rideshare transaction — a 400% increase since December 2021. This growth is attributed to the seamless integration of Apple Pay with popular apps like Uber and Lyft, illustrating how integrations can encourage digital wallet use.
Credit card use within digital wallets has declined, signaling a general move away from borrowing. Consumers have increasingly prioritized financial control of late, it appears. Debit cards have become the dominant payment method across all sectors. This shift away from credit represents a significant change, driven by consumers’ desire for simplicity, security and caution.
As digital wallets become more integrated into daily transactions, businesses must adapt. Ongoing innovation trends suggest that digital wallets connected to debit cards, led by mobile payment providers like Apple and PayPal, will play an increasingly central role in the future.
Decline in credit card and PayPal use continues
Consumers, seeking simplicity, have tightened the pairing of digital wallets with debit cards at the expense of other payment methods. As Figure 1 above confirms, credit cards and PayPal balances once made up 28% and 25% of retail transactions via digital wallet, respectively. By June 2024, these figures had dropped to 15% and 18%, respectively. This steady shift reflects consumer efforts to streamline personal finances and reduce exposure to interest rates and fees.
While digital wallets ditch the card, users still have little appetite for managing yet another account balance. Moreover, consumers have become more cautious with their spending of late. As a result, payment methods that do not involve borrowing have gained greater traction in the market. Retailers’ adoption of digital payment solutions has played a crucial role in this transformation, enabling consumers to seamlessly transition to debit cards as their preferred payment method.
Apple Pay’s Growing Role in Travel
Apple Pay has taken root in the travel sector, particularly in rideshare and taxi payments. By June 2024, nearly 20% of consumers used Apple Pay for their most recent rideshare transaction — a 400% increase from December 2021. This significant rise is largely due to the ease of linking Apple Pay to popular rideshare apps like Uber and Lyft. The seamless integration makes the wallet a convenient and secure choice for consumers on the go.
That latter adjective — secure — is key to consider as well. Security is important to consumers. Being able to make payments without sharing card information directly with the service provider has helped drive the adoption of Apple Pay in the travel sector. As rideshare and taxi services continue to grow, Apple Pay is likely to become even more entrenched as a preferred payment method for travelers should these integrations continue.
Apple Pay responsible for more retail transactions
Apple Pay is gradually gaining traction in retail, with its use in transactions rising from 1.3% in December 2021 to 4% in June 2024. This increase suggests that consumers are becoming more comfortable using Apple Pay. The wallet’s continued growth in both travel and retail highlights its potential to become a more significant player in the digital payment landscape.
Recent years’ emphasis on contactless payments has also accelerated Apple Pay’s adoption in alignment with consumers’ desires for safety and efficiency. Apple Pay seems poised to play a more central role in the evolving payment landscape.
Debit Via Digital Wallet Adoption Expands Across Sectors
Consumers seem to be prioritizing financial discipline, as indicated by a rise in debit usage through digital wallets across the grocery, retail, restaurant and travel sectors. Since December 2021, debit card use within digital wallets has surged. The share of grocery transactions via digital wallets that utilize debit has increased by 38% since then to 55% in June 2024. In retail, debit card usage in these wallets jumped 73%, reaching 42%. Restaurants saw a 51% rise in debit card use, while the travel sector experienced the most dramatic growth, with a 115% increase. These figures highlight consumers’ growing preference for immediate access to funds without the debt-related risks associated with credit.
The convenience and speed of digital wallet transactions further drive this trend. As consumers become more familiar with these technologies, their usage is likely to continue growing — particularly in sectors like grocery and retail, where quick and secure transactions are paramount. Overall, the significant adoption of digital wallets and substantial increases in debit usage signals a shift for consumers. Through these methods, shoppers are leaning toward more efficient and financially prudent payment solutions.
Digital wallet use in restaurant and travel sectors gains steam
By June 2024, 41% of restaurant transactions using digital wallets were funded by debit cards. This share is up from 36% in December 2021. This reflects consumers’ shift toward debit cards, as credit card usage has declined in restaurants and other sectors. In the travel sector, debit cards and credit cards remain close competitors through digital wallets, with 41% of digital wallet transactions using credit cards and 30% using debit cards. However, Apple Pay has experienced the most significant growth, especially in rideshare services.
The rise in digital wallet usage, particularly in restaurants, highlights consumers’ growing preference for contactless payments. As this trend holds, digital wallets are likely to become the dominant payment method across a wider range of sectors.
Methodology
“The Last Transaction: Debit Cards in Digital Wallets Gaining Ground Across Sectors,” a PYMNTS Intelligence exclusive report series, explores how consumers completed their last transaction and the latest trends in payment preferences across demographic groups and retail sectors. This edition examines how different sectors are adapting to the rise of digital wallets. Our findings are based on data collected from 3,065 respondents surveyed between June 6 and June 28, 2024. The survey focused on consumer payment preferences across multiple sectors, including grocery, retail, restaurants and travel. The findings reflect ongoing trends in digital wallet usage, providing insights into the underlying payment methods favored by consumers. Our sample was balanced to match the U.S. adult population in a set of key demographic variables: 51% of respondents identified as female, 36% were college educated and 38% declared incomes of $100,000 or more per year.
For more, read the June 2024 report, “The Last Transaction: Family Spending Habits Reveal Merchant Opportunities in Retail and Travel.”
