Why it matters

Digital payments are now integral to the purchase process across most demographics, meaning that brands have new ways to connect their campaigns to transactions. Loyalty programs can also receive a significant boost from these new modes of completing transactions.


  • Understanding distinct segments within the digital payments audience can help brands develop their strategies in nuanced ways.
  • Payment-related tools can deliver greater convenience and offers, making them ideal for brands that are focused on utility and low prices.
  • New payment solutions from financial brands can increase their in-market differentiation and help drive revenue and brand loyalty.

The use of digital payments is no longer restricted to young, tech-smart consumers – and, instead, now reflects the attitudes and functional needs of shoppers in various generations.