Morocco, 12 August 2022: Seventy-eight percent of consumers said security of payment facility offered on a merchant website was the top reason they would choose to pay online with their cards rather than Cash on Delivery (COD), according to the 2022 Stay Secure survey launched today by Visa and HPS Switch. Guarantees that their payment data would be protected (maintaining privacy) was second (57% of consumers), while price of goods or services was the least important consideration (21%) for choosing payment option.
The same trend was also observed in-store, wherein consumers ranked security of merchant’s payment facility (74%) as the topmost factor when considering digital payment options to pay for goods and services, followed by guarantees and return policies (64%) and safety and hygiene (39%). More than three out of five consumers surveyed have made a digital payment in the last month, and nearly half of respondents are using more digital payments in stores - especially contactless - and online since the onset of Covid-19.
Majority of consumers (77%) said they would switch stores or online shopping sites and apps based on the payment methods offered by merchants, with most consumers indicating a strong preference for digital payments over cash. The survey found that 34% of consumers prefer using cash for tipping at hotels, restaurants or tourist locations and utilities.
And while majority of consumers (68%) say they are confident about recognizing a fraud or scam, a third surveyed in Morocco still struggle in this area.
Data privacy and security is critical for consumers: What merchants can do
A majority (85%) of respondents want to know how their personal information will be handled and protected before providing it to an eCommerce site. Additionally, 81% stated that they would like to know how security technology works to be able to trust digital payment methods in general, reinforcing the importance of consumer education by payment industry stakeholders – financial institutions, payments companies and governments, to build consumer trust in digital payments.
Based on the survey findings, merchants can take the following steps to increase consumer trust and improve payment experience: disclosing measures to protect consumers' personal information, providing clear information about guarantees and refund options, and displaying logos/symbols of banking and payment partners.
Leila Serhan, Visa's Senior Vice President and Group Country Manager in North Africa, Levant and Pakistan, commented: “That consumers value security and privacy more than price and transparency when it comes to how their personal data is handled are important insights for merchants looking to build and maintain consumer trust in their payment offerings. And the fact that a third of consumers are still unable to identify a potential fraud reinforces the need for all players in the payments ecosystem to continue to work together to ensure consumers are protected. Now in its seventh year, our Stay Secure campaign continues to be an important platform for Visa and our partners to help educate consumers about payment security and support merchants in meeting the increasing need for secure, seamless digital payments both in-store and online.”
Hanae Ben Driss, Managing Director of HPS Switch added: “The 2022 Stay Secure survey in Morocco confirms the positive trend of consumers becoming more careful about how their personal data is being handled, particularly with the number of fraud attempts growing with the pandemic boost to e-commerce.
The way merchants are managing data protection and privacy can become a point of differentiation and even a source of competitive business advantage. With more consumers opting to spend online than ever before, now is the perfect time for merchants to carry out a thoughtful approach to data management and invest in technology where necessary to keep customers’ payments as safe and secure as possible.”
New payment trend
Of consumers who have used digital payments in the past year, the majority (91%) are familiar with instalment payments soltuions/BNPL (Buy Now Pay Later), 40% of whom have used it in the past.
The survey corresponds with the launch of Visa's seventh annual "Stay Secure" social media campaign on Facebook and Instagram (@VisaMiddleEast, @HPS_worldwide) in partnership with HPS Switch. The campaign reinforces safe digital payment practices and reminds consumers on how they can protect personal data even as they enjoy the benefits and convenience of eCommerce and contactless payments. The Morocco Stay Secure webpage also includes fraud prevention tips for consumers and information on security features of digital payments.