If there was any doubt that Starbucks is as much a media platform as it is a coffee shop, new stats from eMarketer should lay it to rest. Starbucks, not Apple, Google or Samsung, has the greatest penetration of proximity-based mobile application payments in the U.S.
This year, 23.4 million people ages 14 or older will use the Starbucks app to make a point-of-sale purchase at least once every six months, according to revised estimates released by eMarketer today.
That gives Starbucks a slightly dominant share of the U.S. mobile payments marketplace, just ahead of Apple Pay, Google Pay and Samsung Pay — a ranking eMarketer projects will remain in place through 2022.
“The Starbucks app is one of the bigger success stories in mobile proximity payments,” explains eMarketer forecasting analyst Cindy Liu. “It has gained traction thanks to its ability to tie payments to its loyalty rewards program. For users of the app, the value of paying with their smartphone is clear and simple—you can save time and money at the register, all while racking up rewards and special offers.”