Today marks the debut of the Apple Pay system in the US – a near-field communication (NFC) system will let iPhone users buy goods and services via contactless payments.

As our first post this week shows, this could be a lucrative move for Apple: among the USA’s mobile audience, iPhone users are most enthusiastic about digital shopping. Three quarters have bought a product online in the last month and almost 4 in 10 are shopping online via their mobile.

US iPhone users are also less likely than other mobile audiences to be concerned about how their personal data is being used by companies. That doesn’t mean Apple will have an easy time convincing users about the security of the system, though: two thirds of iPhone users in the US are worried about how their personal data is being utilized by companies.


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Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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