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Digital Payments Dominate Italian Food & Beverage Purchases in 2024
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Rome, Italy – A recent study by adyen Financial Technological Platform reveals a significant shift in Italian payment preferences within the food and beverage sector. As of 2024,approximately 67% of Italians favor digital payment methods over traditional cash transactions when purchasing food and drinks at restaurants,bars,or through delivery and takeaway services.
The Rise of Digital Transactions in Italy’s Food Scene
The research highlights the increasing consolidation of digital payments as a preferred method for Italians. Credit and debit cards remain the most popular choice, but innovative solutions like QR codes and mobile payment apps are gaining traction.The study emphasizes that speed and a positive human interaction during checkout are crucial for customer satisfaction.
Did You Know? Italy’s e-commerce sector is projected to reach $42.7 billion in 2024, demonstrating a broader trend toward digital transactions across various industries (Statista).
Speed and Convenience Drive Payment Choices
Payment speed is a critical factor for Italians in the food and beverage sector. Approximately 77% of those surveyed consider quick transaction times essential. When choosing a payment method, 26% cite speed as a key element, second only to ease of use, which is favored by 29% of respondents.
Innovative Payment Methods Gain Popularity
There’s a growing interest in adopting innovative payment methods. A ample 69% of Italians are willing to use QR codes or mobile apps for payments at the table, provided the service is fast. Though, 40% would only use these methods if speed is guaranteed.
While preferences are evolving, traditional payment methods still hold their ground. Paying at the table (42%) and at the cashier (48%) remain popular. Generational differences are also evident, with younger demographics showing greater openness to app-based payments for services like Click & Collect and delivery.Such as, 24% of individuals aged 25-34 prefer app payments, exceeding the general average by 10 percentage points. Similarly, kiosk payments are favored by 14% of those aged 18-24, compared to the overall average of 6%.
Pro Tip: Restaurants can leverage these generational preferences by offering a variety of payment options to cater to different customer segments.
The Enduring Importance of Human Contact
Despite the increasing popularity of digital solutions, human interaction remains a vital part of the payment experience. A significant 61% of Italians still prefer paying at the cashier with an operator, particularly among those over 45.However, the 25-34 age group favors self-checkout options, with 46% preferring this method. Interestingly, among the youngest respondents (18-24 years old), the presence of an operator regains importance, with 51% expressing a preference for this mode, underscoring the continued significance of human contact in the payment process.
Loyalty Programs and Digital Tipping
The study also explored the potential of loyalty programs linked to digital payments. When asked if discounts, cashback offers, or points collections would encourage them to use digital payment methods more, discounts emerged as the most effective incentive, chosen by 39% of respondents, with a peak of 52% among 25-34 year olds. Cashback appeals primarily to the 35-44 age range (36%), while points collections resonate particularly well with younger individuals, with 37% of 18-24 year olds citing it as an incentive, compared to the general average of 25%.
Even in the realm of tipping,an evolution is apparent. While cash remains the dominant choice (52%),among 25-34 year olds,the proportion opting for digital tipping rises to 37%,indicating a growing acceptance of new methods even for small,everyday gestures.
