Consumers learn about EMV best by text

New data from Javelin Research indicates an EMV chip card education gap. Specifically, the study found 47 percent of consumers carrying an EMV chip card received information about EMV via printed materials. However, survey respondents said printed communication was the least effective way of conveying this information. Text messages were found to be most effective.

Javelin’s report, “State of EMV Cardholders: Opportunities to Capitalize on the Halo Effect,” is based on a study of more than 8,500 U.S. financial institution (FI) customers. It takes a look at the level of EMV chip card penetration among U.S. FIs, cardholder awareness, education and methods FIs are using to educate consumers, including mobile banking apps and call centers.

The study concludes there is a significant difference between FIs’ card issuance and the effectiveness of their EMV chip card education efforts. Even though respondents listed text messaging as the best EMV education medium, just 7 percent said they learned about EMV via text. Overall, Javelin found a strong correlation between those who said they received texts about their EMV chip cards and those who reported strong awareness of EMV.

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