REPORT: The U.S. Chip-onomics / Measuring EMV Adoption & Consumer Perception

At Money20/20 conference in Las Vegas, Ingenico Group released the results of an exclusive survey of 1,000+ U.S. consumers providing insights on their use of EMV (chip) debit and credit cards. The survey results identify five key factors that impact the success of the EMV migration in the U.S.: merchant preparedness, consumer preparedness, cardholder perceptions, habituation and education.

Here are highlights to some of the key findings:

  • 60 percent of U.S. cardholders have received EMV cards from their banks/card issuers.
  • 48 percent have used their EMV cards by dipping to pay for goods/services; 44 percent still have not.
  • Out of the U.S. cardholders who have both EMV and magstripe cards, 54 percent prefer magstripe over EMV.
  • 33 percent (one in three) of cardholders who tried using an EMV chip card at the point of sale were not aware of the correct way to use them, and had to ask a merchant for help.
  • Only 27 percent of cardholders who received educational material along with their EMV cards felt that it was helpful.

Download the full report here. View our latest infographic based upon the findings from this report. 

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