Estudio de Visa: COVID 19 provoca fuerte aumento de contactless y compras online
13 millones de tarjetahabientes en América Latina y el Caribe hicieron una compra en línea por primera vez en su vida en el primer trimestre.
Importantes cambios en el comportamiento de los consumidores al dar prioridad a la salud, higiene y seguridad durante la pandemia. Las tarjetas Visa sin contacto se triplicaron en la región respecto del año anterior.
Un notorio aumento registran las compras on line y el uso presencial de las tarjetas de pago sin contacto Visa en América Latina y el Caribe, tendencia que se acentúa en la medida que la pandemia por Covid 19 se propaga por la región, incluyendo Chile. Según un estudio de Visa, los consumidores han optado por estos medios de pago por ser efectivas herramientas para reducir los peligros de contagio.
El estudio abarcó Chile, Argentina, Brasil, Colombia, República Dominicana, Perú y México con el fin de descubrir cómo la pandemia ha afectado las percepciones y actitudes con respecto al gasto y pagos
Cabe destacar que en la región, 13 millones de personas hicieron por primera vez una compra en línea en el trimestre enero marzo. Desde el comienzo del brote hubo un alza en las billeteras digitales y pagos P2P, convirtiéndose en métodos preferidos (12% y 30%, respectivamente).
Por otra parte, las tarjetas activas de Visa contactless se triplicaron en el último año en la región, donde Chile y Costa Rica lideran la tendencia y en ambos países más del 50% de los pagos son presenciales sin contacto.
El 39% de los encuestados concuerda que las compras en línea permiten evitar el contacto y una forma conveniente de adquirir bienes y servicios.
Otro dato interesante: el 50% compra más productos de limpieza para el hogar y 47% adquiere más servicios de streaming en comparación con su consumo antes de la pandemia.
Al tener en cuenta que más de 13 millones de tarjetahabientes Visa hicieron una transacción en comercio electrónico por primera vez en su vida entre enero y marzo del 2020 y por primera vez en 15 meses, en mercados clave de América Latina y el Caribe , significa que dos de cada diez tarjetahabientes activos en comercio electrónico son nuevos en el comercio electrónico. Ello representa hasta un 14% del total de cuentas activas de Visa en mercados clave durante este período.
Aunque todavía no se puede determinar el impacto total del COVID-19 en la penetración del comercio electrónico en América Latina, los primeros indicios reflejan un desplazamiento en el gasto de consumo hacia dicha modalidad.
Según el estudio de Visa, aunque la gente está comprando por Internet muchos productos esenciales, la mayoría aún estima que debe acudir a las tiendas físicas para determinados tipos de compras, donde la tecnología sin contacto se convirte en preferencia.
En 17 países de América Latina y el Caribe la penetración de las transacciones presenciales sin contacto superó los dos dígitos en marzo. En abril, la penetración sin contacto en Colombia y Paraguay aumentó más del 20% en comparación con el mes anterior y en Panamá, una de cada tres transacciones se efectuó con tarjeta sin contacto .
El estudio cubrió siete mercados en la región, reveló que las experiencias de comercio electrónico y pagos sin contacto eran percibidas como opciones más seguras e higiénicas durante la pandemia. Además de los atributos de comodidad y seguridad que siempre han sido parte integral de su valor, por su naturaleza eliminan el contacto y ofrecen distanciamiento durante la experiencia de compra, justo cuando, más que nunca, los consumidores dan prioridad a estos factores.
«Los consumidores cambian su forma de comprar y pagar solamente cuando consideran que hacerlo les proporciona valor. La pandemia ha reforzado rápidamente los beneficios del comercio electrónico y pagos sin contacto, influenciando el comportamiento de los consumidores a medida que dan prioridad a la salud, la seguridad y la higiene tanto en el hogar como cuando salen a hacer sus compras», dijo Vanesa Meyer, vicepresidente de Innovación y Diseño para Visa América Latina y el Caribe.
Desplazamiento del efectivo a medida que el COVID-19 acelera las tendencias de compras
Aunque América Latina y el Caribe tradicionalmente ha sido una economía impulsada por el efectivo, la crisis sanitaria han convertido a los pagos digitales y las compras por Internet en una parte frecuente de la vida de la gente, acelerando el ritmo del desplazamiento del efectivo en la region.
A continuación, presentamos algunas otras percepciones de los consumidores reveladas por el estudio de Visa:
• Los pagos digitales emergieron como el método preferido de compras. En los últimos tres meses, las tarjetas de débito fueron elegidas como el método preferido el 72% de las veces, seguidas de las tarjetas de crédito (63%) y solamente después el efectivo (44%).
•Los pagos centrados en el consumidor (más orientados a la experiencia digital: en línea, billeteras móviles, tarjetas, y pagos de persona a persona o P2P, etc.) ya eran tendencia, pero desde el comienzo de la pandemia hubo un aumento en las billeteras digitales y los pagos P2P, que fueron el método preferido de pago en un 12% y 30% de los consumidores, respectivamente.
•El 17% de los consumidores encuestados de la región usaron los pagos sin contacto para su última compra, prefiriendo esta tecnología cuando estaba disponible. Muchos mercados todavía están en proceso de implementar la tecnología sin contacto.
Los consumidores encuentran que las compras en línea no solo son más seguras (el 39% dijo que «evitar el contacto» era su criterio para comprar en línea) sino que además el 26% de los encuestados dijo que era una forma más conveniente de comprar bienes y servicios.
•Los consumidores encuestados compartieron los cambios en sus gastos, 59% están comprando más productos de limpieza para el hogar y 47% están comprando más servicios de streaming en comparación con su consumo antes de la pandemia.
Los aspectos cualitativos del estudio ayudaron a entender los ánimos de los consumidores indicando, por ejemplo, que los consumidores perciben que las transacciones con tarjeta son más higiénicas y temen que el efectivo podría trasmitir el virus de COVID-19. E incluso, cuando usan tarjetas, los consumidores se sienten ansiosos al tocar los terminales o entregar sus tarjetas de plástico a los cajeros, lo que da lugar a su preferencia por los pagos sin contacto.
El impulso detrás del comercio electrónico y los pagos sin contacto en América Latina y el Caribe refleja las tendencias que Visa ha identificado a nivel mundial. De acuerdo con el Informe Global de Comercio Unbound de Visa, más del 50% de los factores que impulsan la elección de pago giran en torno a la experiencia del individuo, desde control y conveniencia a simplicidad y personalización.
A nivel mundial, una de cada tres transacciones al momento de pagar que se realiza en la red de Visa es sin contacto, en comparación a una de cada cuatro en el primer trimestre del año fiscal 2019. Al final del segundo trimestre del año fiscal de Visa (enero a marzo del 2020), , excluyendo a Estados Unidos, casi el 60% de las transacciones presenciales fueron transacciones sin contacto, y los pagos sin contacto crecieron más del 40% a nivel mundial en comparación con el año anterior.
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