Apple Pay Statistics (2024): Users, Market Share & Growth Rate

Highlights. In 2024, an estimated 60.2 million Apple Pay users live in the United States; projections indicate that over 75 million consumers will use Apple Pay by 2030.

Apple Pay is the #1 most popular digital wallet with a 92% market share.
In 2022, Apple Pay processed a global total of $6 trillion in payments in 2022 and produced a revenue of $1.9 billion.
As of 2023, Apple Pay processed 12.6% of all online consumer payments and 3.1% of all in-store purchases.
Consumers use Apple Pay in 48% of in-store mobile wallet transactions, up 4.3% over the previous year.
Over 90% of U.S. retailers accept Apple Pay.

Bar Graph: American Apple Pay Users in millions consumers aged 14+, from 2022 (50.8) with projections to 2030 (75.4) according to Insider Intelligence/eMarketer

Apple Pay Consumer Statistics

Apple Pay is one of the most popular digital wallets in the world.

21.2% of American consumers aged 14 years and older will use Apple Pay in 2024.
If trends continue, over 25% of consumers will use Apple Pay by 2030.
An estimated 640 million people worldwide are apple pay users in 2024.
Trends indicate that over 700 million people will use Apple Pay by 2027.
Apple Pay consumers live in 83 countries worldwide.
9.3% of Americans with access to Apple Pay use it for eligible in-store purchases.
48.7% of Americans owned iPhones in 2022.

Bar Graph: Global Apple Pay Users in millions from 2016 (67) to 2020 (507) according to Statista with estimates to 2027 (705)

Apple Pay Consumer Trends

Usesrship is up among iPhone owners, and there is room for growth.

By 2024 estimates, the number of global Apple Pay users has increased 26.2% since 2020 for a compound annual growth rate (CAGR) of 6.00%.
The number of American Apple Pay users has increased 18.5% since 2022 for a CAGR of 8.86%.
In one fiscal quarter (2022 Q2), American consumers used Apple Pay to purchase $199 billion in consumer goods.
During Black Friday / Cyber Monday 2022, 12.7% of both online and in-store shoppers paid with Apple Pay, up from 7.8% and 8.1% (respectively) the previous year.
During the COVID-19 pandemic in 2020, the global number of Apple Pay users grew by 66 million.
In 2019, 48% of global iPhone users had activated Apple Pay, up 33% from 2018.
In the first two years after its 2014 launch, just 9% of global iPhone users activated Apple Pay.

Bar Graph: American Apple Pay User Penetration among consumers aged 14+ from 2022 (18.1%) according to Insider Intelligence and projected to 2030 (25.7%)

Apple Pay Consumer Demographics

Among digital wallet users, Apple Pay is most popular with younger consumers.

73.1% of digital wallet users born between 1997 and 2012 (often referred to as Generation Z) used Apple Pay at least once in a week.
51.1% of digital wallet users born between 1981 and 1996 (often called Millennials) used Apple Pay in a week.
52.4% of digital wallet consumers born between 1965 and 1980 (a.k.a. Generation X) used Apple Pay in the same 7-day period.
Only 43.9% of digital wallet users born prior to 1965 (including the Baby Boomer and Silent Generations) used Apple Pay.
57% of digital wallet users earning over $100,000 annually used Apple Pay.

Pie Chart: Global Online Payments Market Share by the share of companies using each services according to Enlyft

Apple Pay dominates the U.S. digital wallet market.

In-store Apple Pay use in the U.S. is nearly 3 times higher than any other competing wallet.
Mobile wallet users choose to pay with runner-up Google Pay 17% of the time.
In 2023, the global digital wallet market was valued at $269 billion.
The global digital wallet market is expected to expand at a compound annual growth rate of 22%, reaching $1.97 trillion by 2033.
In the online payments market in 2023, Apple Pay held a 12.62% share.
In comparison, PayPal held a 56.15% share and Stripe held 8.94%.
Its competitors made up the rest, with Samsung Pay at 5% and Google Pay at 3%.

Grouped Bar Graph: Apple Pay & Competitor User Penetration, 24-hour user penetration among mobile wallet users, from 2020 to 2022, including Apple Pay, PayPal, Google Pay, and Samsung Pay according to PYMNTS.com

Apple Pay Competitor Statistics

Although Apple Pay is the most popular digital wallet for in-store transactions, it trails behind PayPal in online digital wallet transactions and electronic payments.

Among electronic online payment methods, Apple Pay is the 3^rd most popular in terms of the number of websites using the service.
806,121 live websites use Apple Pay.
PayPal is the most-used and is live on 1.83 million websites.
88% of Apple Pay users also use PayPal.
63% of Apply Pay users also use Cash App; 59% use Venmo, and 58% use Google Pay.
34% of PayPal users also use Apple Pay, compared to 51% of Cash App users, 50% of Venmo users, and 49% of Google Pay users.

Percentage of Top 100 U.S. Retailers Using Apple Pay in-app, on a for mobile website or a for desktop from 2018, 2019, and 2020 according to Deepwater Asset Management

Apple Pay Revenue Statistics

Apple Pay generates revenue through Apple Pay Cash and Apple Card.

In 2022, Apple Pay produced a revenue of $1.9 billion.
Apple Pay’s 2023 revenue is expected to double to $4 billion.
In 2022, Apple Pay processed a global total of $6 trillion in payments,
Apple Pay’s global payment volume is second only to Visa, which processed $10 trillion in digital payments.
5% of all global transactions used Apple Pay in 2020.
In 2021, U.S. consumers spent an annual average of $2,439.70 on contactless payments; by 2025, this is expected to increase to $4,064.30.

10 Major Retailer Websites Using Apple Pay
Company	Monthly Visits (in millions)
target.com	247.9
bestbuy.com	189.5
nike.com	185.5
hm.com	132.0
lowes.com	133.0
asos.com	104.5
uniqlo.com	85.6
walgreens.com	67.7
oldnavy.gap.com	62.4
jcpenney.com	62.3

Apple Pay Compatibility Statistics

Apple Pay is available to most iPhone users in 83 countries and is accepted by over 90% of U.S. retailers.

5,480 banks around the world supported Apple Pay in 2020, up 29% from 2019, when it was supported by 4,250 banks globally.
Apple Pay can be activated on 96% of iPhones.
Although not all accept Apple Pay, 82% of all payment terminals in the world now accept contactless payments.
In 2020, Apple Pay’s acceptance on the top 100 U.S. desktop sites grew by 22%.
In 2020, Apple Pay’s acceptance on the top 100 U.S. mobile sites grew by 39%; acceptance on the top 100 U.S. mobile apps grew by 20%.
In 2016, Apple Pay was accepted at over 40,000 vending machines.

Grouped Bar Graph: Apple Pay Consumer Usage, transactions over 24 hours, including those using Apple Pay and Any mobile wallet according to PYMNTS.com

Apple Pay Corporate Use Statistics

Many businesses globally accept Apple Pay, in particular online stores and companies based in the United States.

Over 599,756 companies worldwide accept Apple Pay.
27.3% of companies that accept Apple Pay are based in the United States.
39.2% of companies that use Apple Pay are small businesses (with fewer than 10 employees).
6.35% of the global top 10,000 high-traffic websites use Apple Pay.

Grouped Bar Graph: Apple Pay International Penetration Rates, the Top 5 countries by in-store user penetration, including Point of sale and Online user penetration, according to Statista

Apple Pay Use by Country Statistics

Apple Pay’s penetration is typically higher in western countries and for in-store use.

At the end of 2023, the United Kingdom led Apple Pay in user penetration for both in-store and online transactions at 70% and 39%, respectively.
Canada had 63% in-store Apple Pay use and 32% online use.
France saw user penetration reach 63% in-store and 20% online.
The United States has the 4th-highest in-store user penetration at 59% and 2nd-highest online at 36%.
Australia had 53% in-store user penetration and 35% online user penetration.
Austria had 51% in-store Apple Pay user penetration and 19% online.
Germany was 46% in-store and 16% online.
Sweden had 43% in-store user penetration and 25% online.
The Netherlands had 41% in-store and 21% online.
Switzerland had 40% in-store Apple Pay user penetration and 32% online.
Finland had 35% in-store user penetration and 16% online.
Italy had 35% in-store and 13% online.
Spain had 29% in-store and 12% online.
Although South Africa had 27% in-store use, it is the only country surveyed with 0% online use.
Brazil had 18% in-store and 13% online use.
Poland had 16% in-store user penetration and 15% online user penetration.
Mexico, the only Central American country surveyed, had an in-store user penetration rate of 16% and 13% online.
Apple Pay penetration in China was only 13% in-store and 22% online.
Similarly, Japan’s online use was higher than its in-store use, at 20% and 9% respectively.

Grouped Bar Graph: Apple Pay International 8-Month User Growth, the Top 5 countries by in-store user penetration growth, including Point of sale and Online user penetration, according to Statista

Apple Pay Digital Wallet Use Statistics

Apple Pay is the most popular contactless payment platform, but only a small share of in-store transactions take place through digital wallets.

43.9 million U.S. iPhone owners actively used Apple Pay in 2021, and 101.2 million U.S. consumers used a mobile payment platform in 2021.
43.4% of U.S. mobile payment platform users chose Apple Pay in 2021.
Apple Pay only made up 2.4% of in-store U.S. transactions in 2022.
Only 5.4% of U.S. consumers had recently used a digital wallet for an in-store transaction in 2022.
44.4% say they are likely to majorly increase their digital wallet use in the next year, and 30% say they will use digital wallets slightly more.

Grouped Bar Graph: U.S. Adoption of Apple Pay from 2019 to 2021 including merchants that accept apple pay and eligible transactions that use Apple Pay according to PYMNTS.com

Contactless Pay Consumer Statistics

Although many Americans use Apple Pay, most use it infrequently. Obstacles include security fears, convenient contactless credit cards, and competing retailers like Amazon and Walmart.

5.4% of American consumers used contactless payment for their most recent purchase.
11.5% of consumers use contactless payment in a week.
45.7% of consumers use contactless payment at least once per month.
In 2021, 5 out of 10 used Apple Pay in a store and 2 out of 10 used it online.
In 2021, American consumers made $91.7 billion in physical Apple Pay purchases, up 96% from $46.9 billion in 2019.
29.1% of contactless payment consumers want that option to be available more often at checkout.
24.7% want greater assurance that contactless payment was safe and secure.
49.9% report contactless payments not working for them at least once.

Apple Pay, Apple Card, and Apple Cash

While users can access payment options like Apple Pay In their Apple Wallet, additional payment options, including Apple Card and Apple Cash, are accessible via the Wallet app.

Apple Pay enables users to pay with any of the cards in their Apple Wallet, either online or by holding their phone near a near-field communication (NFC) terminal.
Apple Card is a credit card backed by Mastercard and Goldman Sachs that offers 3% cash back; it is primarily intended for online use alongside Apple Wallet.
Users can pay online with their Apple Card details or through Apple Wallet and Apple Pay, or order a physical card to use in locations that don’t accept Apple Pay.
In 2022, Apple Card had 6.7 million users, up from 6.4 million in 2021.
Apple Cash is a peer-to-peer payment platform like Venmo, PayPal, or Zelle.
Apple Cash is effectively a prepaid debit card that can be loaded and unloaded seamlessly with other cards in the Apple Wallet app.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Apple Pay Statistics