In our surveys, we were surprised to find that Starbucks was by far the most common place that people made purchases with mobile payments. We set out to discover, not only why people use mobile payments, but also how Starbucks dominates mobile payments, and to make the principles reusable for others.
A follow-up survey of 100 people1 helped us to explore what specifically motivates Starbucks app users. The app has a winning combination of rewards and convenience.
Rewards, including free drinks and downloads, were a huge incentive. 84% of respondents used the rewards feature, and rewards were the primary reason that 46% of participants first downloaded the app.
You can download the CSV file of the raw data too.
Convenience and ease were the most dominant themes when people were asked what they liked about the Starbucks app. For 19% of users, the ability to leave their wallet at home was the primary motivation for using the app.
Starbucks App Users Are Fans
The combination of rewards and convenience generated a level of loyalty from Starbucks' customers that was impressive. 91% of the people who responded to our survey said they would stick with the Starbucks App even if they could pay with another app. When asked to review the app, 43% of users gave it five stars and 48% gave it four stars.
The surveyed users were frequent patrons of the coffee shop as well as users of the app, with 61% having visited Starbucks in the last week and 84% of users having used the app for their most recent purchase. People are also now bringing the Starbucks brand and experience into their homes - 49% of people were loading the app with money from their home vs. only 31% from within a Starbucks.
It allows me to just carry my phone instead of a wallet or purse. It offers rewards to make my [purchases] even more worth it.
It's simply more convenient than digging through my purse/wallet for my physical gold card. It also has other perks: telling me how many rewards points I have, the store locator feature, balance display, etc.
I love that I don't have to use my debit card for every purchase. I love how easy it is to reload the card, and how I get bonus points for using my card.