Generational attitudes towards wallets reflects growing preference for agility, organization, speed of digital version 

Wednesday  June 7th, 2023 – Indianapolis, US – Almost half* of US shoppers (48%) say they no longer need a physical wallet; swapping it for a digital wallet on their phone. That’s according to new research from omnichannel customer engagement platform SAP Emarsys to mark the launch of its Mobile Wallet

The study of over 4,000 US consumers suggests that the adoption of the mobile wallet is a cross-generational event, with uptake ranging from 44% (for 18-24s) to 55% (for 34-45s). The good news for retailers looking to engage the over 55s is that this generation has embraced the digital wallet, with less than a third (32%) of those who make purchases via their mobile wallet still carrying their physical wallet. Overall, 96% of consumers are using a mobile wallet-based loyalty program in some capacity. 

Key cited benefits for those who purchase items using digital discounts or coupons include the speed of purchase compared to paper counterparts (49%); the ease with which you can check your savings (48%); and keeping discount codes organized (40%). 

With more than three quarters (77%) of consumers comfortable using digital coupons/vouchers, and 71% for digital loyalty cards, it is more important than ever, as the technology continues to grow in adoption, that retailers make it easy for consumers to access their brand via the Mobile Wallet.  

For those that don’t yet use mobile loyalty cards, the #1 reason is that they aren’t loyal enough to any one brand to justify adopting them. With previous research** from Emarsys finding the cost-of-living crisis saw 60% of consumers switch from a brand they were loyal to to save money and 17% of consumers feel they could “no longer afford to be loyal”, so brands need to find the ‘value exchange’ that motivates customers to commit to a brand in that sense again. This same research found that 80% of Americans say if a brand continues to engage with them positively during an economic downturn, they are likely to return to buying their products sooner even if they’ve had to temporarily leave them due to cost considerations – so it is essential brands don’t miss out on the opportunity to continue the conversation via the easily accessible Mobile Wallet. 

“Today’s savvy consumers won’t tolerate poor experiences or rewards that miss the mark. Earning their loyalty means deeply understanding what each individual values and delivering it at precisely the right time on the channel they prefer,” said Kelsey Jones, Global Head of Product Marketing at SAP Emarsys. “Our new Mobile Wallet functionality lets marketers uplevel their brand promise, giving them more ways to deliver the personalized, seamless experiences their customers expect.” 

“Imagine checking out at your favorite store and simply pulling up your iPhone to pay with Apple Pay and there waiting for you in the palm of your hand, are the exact coupons and loyalty card you need in one place,” Jones said. “SAP Emarsys Mobile Wallet makes this experience convenient and easy for marketers to implement and optimize, so the customer has the best possible shopping experience.”  

SAP Emarsys customer, popular surf and streetwear store, City Beach has embraced Mobile Wallet. Customer Lifecycle Manager James Neill added, “Mobile is the one channel that’s always with the customer, so it is integral to our omnichannel approach. Mobile Wallet opens our reach to different age groups, which unlocks a whole new set of use cases to better connect our digital and in-store experiences. The inclusion of a digitalized wallet has expanded customer loyalty by personalizing products and shopping experiences across generations. The result? Customers can stay loyal to their favorite brands wherever they’re at.” 

To learn more about SAP Emarsys Mobile Wallet, which expands the customer engagement platform’s suite of omnichannel capabilities that empower brands to engage with customers anywhere, visit