A Valuable Resource on How to Understand the Stimuli and Barriers of Customer Behaviour •A fresh look at mobile payment adoption from a customer perspective •Experience counts; identify the 3 key drivers that will drive mobile payment adoption •How to classify customer payment personality and identify which ones are primed for adoption

1. Prof. Juan José Delgado
How to
Understand
the Stimuli and
Barriers of
Customer
Behaviour

2. What if we put
customer first?

3. Whydo we
consume
differently?

4. Personality matters

5. 2 components

6. Temperament

7. Character

8. 3dimensions
temperament

9. 1.- Novelty

11. 47%
66%
28%
0%
10%
20%
30%
40%
50%
60%
70%
General NS & EE High NS & EE Low
I want to be always first trying new products and cool brands (agree)
High-novelty personalities always
adopt first
High Novelty Low Novelty
x 2.4
General
Source: The 8 segments to overcome the online consumer - the author

12. 45%
27%
64%
0%
10%
20%
30%
40%
50%
60%
70%
General EE High EE Low
I rarely change my buying habits. (Agree)
Low-novelty personalities change
habits less
High Novelty Low Novelty
x 2.4
General
Source: The 8 segments to overcome the online consumer - the author

13. Adoption
should target
high-novelty
personalities
first.

14. 2.- Risk

15. Risk is
always
subjective
…
15

16. …always

17. 58%
51%
66%
0%
10%
20%
30%
40%
50%
60%
70%
General HA High HA Low
Buy easy products online (Books, movies...)
Risk is always a key stopper on new
channels of buying
+ 30%
High Risk Low RiskGeneral

18. 57%
51%
63%
0%
10%
20%
30%
40%
50%
60%
70%
General HA High HA Low
Buy Complex products online (Clothes, Shoes, Food…)
Risk is always a key stopper on new
channels of buying
+ 25%
High Risk Low RiskGeneral

19. http://www.itvt.com/itv_doctor/7860/itv-doctor-mobile-commerce-security
What is the most important factor to you
when making mobile payments?

20. Adoption should
target low-risk
avoidance
personalities first.

21. 3.- Social

22. 22

23. 50%
61%
40%
0%
10%
20%
30%
40%
50%
60%
70%
General RD High RD Low
It gives me pleasure to tell others about the things that I
have achieved. (Agree)
Show off is the driver
+ 50 %
High Social Low SocialGeneral

24. iPod
Vs
iPhone

25. 28.01.13

26. High-social
personalities will
spread the voice
more

27. *Adaptación del cubo temperamental de R. Cloninger (1993)
NORISO
CUBE
passionate
adventurer
explosive
methodiccautious
reliable
sensitive
independent
novelty
risk
social

28. *Adaptación del cubo temperamental de R. Cloninger (1993)
NORISO
CUBE
passionate
adventurer
explosive
methodiccautious
reliable
sensitive
independent
novelty
risk
social

29. Passionate

32. In order to drive adoption:
•Be cool
•Be secure
•Be social

33. www.linkedin.com/in/juanjosedelgado
more?
www.juanjosedelgado.es