Data Highlights
- 72% of the app’s users think it is appropriate to issue a request within 24 hours of footing the bill for a shared expense.
- Nearly two-thirds (66%) of the app’s users surveyed do not think it is appropriate to take someone on a date and then request them for half the bill afterwards.
- If a payment request for a shared meal is $20+ larger than they expected, user said they would just send the payment because they don’t want to seem cheap.
- 41% of male app users said it is appropriate to take someone on a date and then request them for half the bill afterwards, while 26% of female app users shared the same opinion.
- 47% of users would use the app to send money for a wedding gift, and 65% of users would use the app to send money for a birthday present.
Overview
A popular peer-to-peer payment app, which has streamlined the act of spotting your friends (or strangers) cash in an instant, wanted to learn more about the current rules of social etiquette pertaining to its service. Peer-to-peer payment apps have changed the way people ask for money…whether borrowing or being paid back.
Challenge
The app reached out to the market research experts at Atomik Research to better understand the current rules of social etiquette that users of the payment app have naturally established since its launch. The brand also hoped to unwrap new findings that would garner organic media coverage.
Solution
The brand initially developed 20 solid survey items prior to enlisting the help of Atomik Research, but still needed additional survey items that would help identify emerging and existing trends of social etiquette surrounding their app. Atomik Research’s team of experts developed appropriate segmentation questions to reach the app’s desired target sample of users. The sample consisted of statistically representative distributions of gender and U.S. region splits. Then, our researchers began identifying thematic elements and brainstormed additional survey items that would fit under each theme, or factor, based on the overall objectives for the project. Factors included etiquette for splitting the bill, roommate etiquette, etiquette for using the app during travel/special events, gifting etiquette, and dating etiquette.
The final version of the survey was approved with seven segmentation/demographic questions and 40 survey questions. Atomik Research leveraged its network of survey panels in order to reach the desired sample and collect enough data to achieve an acceptable margin of error of +/- 3 percent and a confidence interval of 95 percent. Atomik Research delivered final results and an in-depth analysis of the data findings to the client.
Earned Media
The survey’s findings were helpful for the client in two ways. First, the findings helped the brand better understand how its users engaged with the app as well as how users expect others to use it. Secondly, the findings uncovered interesting data points that attracted positive, earned media coverage for the brand. The survey earned coverage in the following publications: Gizmodo, Market Watch, Southern Living, The Knot News, Town and Country Magazine, and Refinery29.