Online payment: Apple Pay users in Italy

Consumer Insights report

Online payment: Apple Pay users in Italy

This report offers the reader a comprehensive overview of Apple Pay users in Italy: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark Apple Pay users in Italy (''brand users'') against Italian online payment users in general (''category users''), and the overall Italian consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the Statista Consumer Insights Global survey, an international survey that covers more than 15,000 brands across 56 countries.

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Table of contents

Selected insights on online payment: Apple Pay users in Italy

  • The share of online payment users using Apple Pay grew by 6 percentage points since 2021
  • Apple Pay is more popular among Generation Z than other online payment services
  • There is a fairly even split of male and female Apple Pay users
  • A relatively high share of Apple Pay users have a college degree
  • Success and career advancement are relatively important to Apple Pay users

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