Press Releases

SB Payment Service Corp. (Headquarters: Minato-ku, Tokyo; President and CEO: Jun Shimba), a subsidiary of SoftBank Corp., conducted a questionnaire survey on the actual usage of payment methods on e-commerce sites (physical sales, digital content ^*1). We will provide an excerpt of the results of the survey. This is the fifth time the survey has been released, following those in 2018, 2020, 2021, and 2022.

• *1 Product sales site: An e-commerce site that sells clothing, shoes, and other personal items, cosmetics, books, food, medicines, etc.
  Digital content (digi-con) site: an e-commerce site offering services such as e-books, video streaming services, online games, and events.

<Survey Overview>
Survey name: Survey on payment methods when purchasing goods and digital content on EC sites
Survey method: Internet research
Survey area: Nationwide
Survey period: May 20th to June 6th, 2024
Survey subjects: 2,866 men and women aged between 10 and 80 who have purchased any product on a retail website within the past year
2,350 men and women aged between 10 and 80 who purchased digital content within the past year
Research source: SB Payment Service Corp.

<Survey results>
For both men and women, the most frequently used payment methods was "Credit Card Payment" in first place, followed by "PayPay (Online Payment)" in second place.

When asked about payment methods they most frequently use when purchasing goods or digital content on an e-commerce site, both men and women ranked "Credit Card Payment" (over 48%) in first place, followed by "PayPay (Online Payment)" (over 21%). Third place for men was "RakutenPay(Online)" (about 14%), and third place for women was "CVS Payment" (12.1%) when purchasing goods, and "Mobile Carrier Billing" (11.7%) when purchasing digital content.

"PayPay (Online Payment)" is popular among teenagers, but usage trends differ between men and women

When asked about the most commonly used payment methods when purchasing items on an e-commerce site, "PayPay (Online Payment)" was the most popular choice among teenage girls at 37%, while for other age groups, the proportion of people who choose "Credit Card Payment" tends to increase with age for both men and women. In addition, while men in their 20s and above chose "Rakuten Pay," women other than those in their 30s also chose "CVS Payment," showing that men and women tend to use different payment methods.

When asked about the most commonly used payment methods when purchasing digital content, both teenage boys and girls chose "PayPay (Online Payment)" at over 28%, while for other age groups, the proportion of "Credit Card Payment" tends to increase with age for both men and women. Additionally, men in their 20s to 40s chose "RakutenPay(Online)", while men in their teens and over 60 chose "Google Pay", while women in their 20s to 50s also chose "Mobile Carrier Billing", showing a high affinity with digital content sites.

Over the six years since 2018, the proportion of people who use Credit Card Payment most often for purchasing goods has decreased by 19.3%, while the proportion of people who use credit cards most often for purchasing digital content has decreased by 26.2%

Comparing the results of the same survey conducted four times in the past (2018, 2020, 2021, 2022), we found that the percentage of people choosing "Credit Card Payment" decreased by about 19.3% for the purchase of goods and 26.2% for the purchase of digital content from 2018 to 2024, and that "CVS Payment" is also on a year-by-year downward trend. Instead, the percentage of "PayPay (Online Payment)", "RakutenPay(Online)", "au Pay (online payment)", "point payment", and "Amazon Pay" is increasing for the purchase of goods, and the percentage of "PayPay (Online Payment)", "RakutenPay(Online)", "Apple Pay", "Google Pay", and "point payment" is increasing for the purchase of digital content. It can also be seen that "Mobile Carrier Billing" is also popular.

If a frequently used payment methods is not available, over 55% of both men and women will abandon the service without making a purchase.

When asked what they would do if their frequently used payment methods was unavailable when purchasing goods or digital content on an EC site, it was found that more than 55% of people, more than in 2022, tend to abandon the EC site without making a purchase when purchasing both goods and digital content. Furthermore, more than 32% of these people ^*2 intend to purchase on another EC site or in in-store, meaning that even people with a high desire to purchase are abandoning due to payment methods, and it can be said that offering payment methods that meet users' needs is an important factor in increasing purchase rates.

• *2 This figure excludes people who abandon purchases from the total number of people who search for the same product on other websites, abandon purchases, or purchase at in-store.

Users seek financial benefits from cashless payments

When asked what services and features they would like to have in cashless payments when purchasing goods or digital content on an e-commerce site, it turned out that people tend to look for financial benefits such as a high point redemption rate and no fees in cashless payments, rather than less hassle in completing the payment or fast payment speed. It is expected that cashless payments that offer a higher point redemption rate and no fees when charging or paying in installments will be chosen in the future.

SB Payment Service Corp. a PSP agency that offers many of payment methods essential for e-commerce sites. If you are a business starting an online business or would like to expand your lineup of payment methods, please contact SB Payment Service Corp.

Download the full survey results here.

Product sales site version: https://www.sbpayment.jp/internal/whitepaper/survey_netshop.pdf

Digital content site version: https://www.sbpayment.jp/internal/whitepaper/survey_digital.pdf

Copyright
・You may freely reproduce both the illustrations and text from this survey.
- The copyright of this survey belongs to SB Payment Service Corp., but permission for use is granted to those who meet the following conditions of use.

Terms of Use
1 Please clearly state the name of "SB Payment Service Corp." as the source of the information.
2 Please include a link to the following URL as the source.
　　https://www.sbpayment.jp/news/press/2024/20240718_001374/
3 Please refrain from processing or modifying the survey results data.
4 If the Company deems the content inappropriate, it may revoke permission to reproduce and request that it be removed.

Company Profile

SB Payment Service Corp.

Inquiries about Online Payment Service

SB Payment Service Corp.

Inquiries from the media regarding this matter

SB Payment Service Corp. Public Relations