British consumers remain unfamiliar with contactless payment cards, according to a new survey report that highlights the challenges the technology faces in the United Kingdom. United States-based Auriemma Consulting Group based the finding on survey of 508 consumers. Ninety-seven percent of respondents said they are "not familiar" with contactless cards, Auriemma says in its latest Cardbeat research publication. When the concept was explained to survey participants through an "educational paragraph" that explained contactless cards and how they work, 23% said they "know a lot more," 56% said they "know a little more," and 21% said they know either the same amount or less. "Educating the consumer is a critical driver to increase contactless card usage," Auriemma says in its survey report. Another UK survey recently found that 88% of consumers had not heard of contactless payments, even though British banks began issuing contactless cards in London nearly a year ago (CardLine Global, 10 July). The Auriemma survey found that only 3% of respondents had contactless credit or debit cards, with MasterCard's PayPass having the highest market penetration among contactless brands.

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