Highlights. In 2024, an estimated 60.2 million Apple Pay users 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.
- 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 14.2% of all online consumer payments and 3.5% of all in-store purchases.
- Consumers use Apple Pay in 56% of in-store mobile wallet transactions, up 16.6% over the previous year.
- Over 90% of U.S. retailers accept Apple Pay.
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 84 countries worldwide.
- 7.8% of Americans with access to Apple Pay use it for eligible in-store purchases.
- 48.7% of Americans owned iPhones in 2022.
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.
Apple Pay Consumer Demographics
Among digital wallet users, Apple Pay is most popular with younger consumers.
- 2.5% of consumers born between 1997 and 2012 (often referred to as Generation Z) use Apple Pay.
- 73.1% of Generation Z digital wallet owners use Apple Pay at least once per week.
- 4.0% of consumers born between 1981 and 1996 (often called Millennials) use Apple Pay.
- 51.1% of Millennial digital wallet owners use Apple Pay weekly.
- 1.1% of consumers born between 1965 and 1980 (a.k.a. Generation X) use Apple Pay.
- 52.4% of Generation X digital wallet consumers use Apple Pay weekly.
- Only 0.2% of consumers born prior to 1965 (including the Baby Boomer and Silent Generations) use Apple Pay.
- 43.9% of digital wallet users born prior to 1965 use Apple Pay weekly.
- 3.2% of consumers and 57% of digital wallet users earning over $100,000 annually use Apple Pay.
Apple Pay Market Share Statistics
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.
- In-store digital wallet users choose 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 14.21% share.
- In comparison, PayPal held a 47.73% share and Stripe held 8.08%.
- Among mobile wallets, Apple Pay has a 92% market share.
- Its competitors made up the remaining mobile wallet share, with Samsung Pay at 5% and Google Pay at 3%.
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 3rd 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.
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.
| 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 anyone with an iPhone in 84 countries and is accepted by over 90% of U.S. retailers.
- As of 2024, over 6,200 banks around the world support Apple Pay, 88.2% of which serve U.S. customers.
- 5,480 banks supported Apple Pay globally 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.
Apple Pay Corporate Use Statistics
Many businesses globally accept Apple Pay, in particular online stores and companies based in the United States.
- Over 583,600 companies worldwide accept Apple Pay; 80,960 of them are retailers.
- 27.8% of companies that accept Apple Pay are based in the United States.
- 41.2% of companies that use Apple Pay are small businesses (with fewer than 10 employees).
- Apple Pay is used on 6.77% of the global top 10,000 high-traffic websites.
Apple Pay Use by Country Statistics
Apple Pay’s penetration is typically higher in Western countries and for in-store use.
- In April 2024, the United Kingdom led Apple Pay in user penetration for both in-store and online transactions, at 67% and 40% respectively.
- Canada had 65% in-store Apple Pay use and 34% online use.
- The United States has the 3rd-highest user penetration at 60% in-store and 38% online.
- France saw user penetration reach 59% in-store and 19% online.
- Austria had 53% in-store Apple Pay user penetration and 19% online.
- Australia had 52% in-store user penetration and 39% online user penetration.
- Sweden had 47% in-store user penetration and 29% online.
- The Netherlands had 46% in-store and 25% online Apple Pay penetration.
- Germany’s Apple Pay penetration was 43% in-store and 17% online.
- Switzerland had 43% in-store Apple Pay user penetration and 31% online.
- Finland had 39% in-store user penetration and 17% online.
- Italy had 39% in-store and 15% online Apple Pay penetration; Spain had 30% in-store and 15% online.
- Although South Africa had 29% in-store Apple Pay use, it is the only country surveyed with 0% online use.
- Poland had 20% in-store user penetration and 16% online user penetration.
- Mexico, the only Central American country surveyed, had an in-store user penetration rate of 17% and 13% online.
- Brazil had 16% in-store and 9% online Apple Pay use.
- Apple Pay penetration in China was only 12% in-store and 20% online.
- Similarly, Japan’s online use was higher than its in-store use, at 16% and 9% respectively.
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 accounted for 3.4% of in-store U.S. transactions in 2023, up 52.4% from 2022.
- Only 6.2% of U.S. consumers had recently used a digital wallet for an in-store transaction in 2023, up 14.8% from 2022.
- 44.4% of consumers 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.
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 2024, 6 out of 10 Americans use Apple Pay in stores and nearly 4 out of 10 use it online.
- American consumers used Apple Pay for over $213 billion in purchases in 2023.
- In 2021, consumers made $91.7 billion in physical Apple Pay purchases, up 96% from $46.9 billion in 2019.
- 29.1% of consumers said they wanted contactless payment to be available more often at checkout.
- 24.7% wanted greater assurance that contactless payment was safe and secure.
- 49.9% reported contactless payments not working for them at least once.
Apple Pay, Apple Card, and Apple Cash
In addition to storing their cards, ID, and more in Apple Wallet, users can access payment options like Apple Pay, Apple Card, and Apple Cash through 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.
- There are over 12 million Apple Card cardholders as of 2024.
- 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.
Sources
- Enlyft, Companies using Apple Pay
- Insider Intelligence
- Apple.com
- Deepwater Asset Management, Apple Pay availability growing 20% plus
- Pymnts.com
- Forbes, ‘Breakout’: Apple’s Plan To Pump Up Apple Card And Apple Pay And Win The Payments War
- AppleInsider, Apple Pay processes $6 trillion annually, edges out MasterCard
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- The Wall Street Journal, Apple Pay’s Long Road to Paying Off Is Getting Shorter
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