{"id":16567,"date":"2015-06-11T16:20:13","date_gmt":"2015-06-11T21:20:13","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=16567"},"modified":"2015-06-11T16:20:13","modified_gmt":"2015-06-11T21:20:13","slug":"venmos-social-mobile-payments-win-the-day-with-millennials","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/venmos-social-mobile-payments-win-the-day-with-millennials\/","title":{"rendered":"Venmo’s social mobile payments win the day with Millennials"},"content":{"rendered":"

By Taylor Hall<\/p>\n

On a recent weekend, South Loop resident Christina Rojas and a handful of her closest friends flew from Chicago to Las Vegas for a weekend trip.<\/p>\n

\u201cBetween all the cabs and food and drinks, I think I Venmo\u2019d every ten minutes,\u201d the 25-year-old University of Illinois at Chicago medical student said. \u201cI actually don\u2019t know anyone who doesn\u2019t have Venmo,\u201d Rojas added.<\/p>\n

Venmo<\/a> is a mobile payment app that combines the pay-sharing features of PayPal with the social aspects of Twitter. In the competitive mobile payments industry, it appears to be sweeping the country, one Millennial and smartphone at a time.<\/p>\n

\u201cIt\u2019s just the most efficient way to pay money,\u201d Rojas said. \u201cWhen people ask me to write a check, it\u2019s like, checks are obsolete. And nobody carries cash. Venmo is just the easiest.\u201d<\/p>\n

Different from mobile wallet platforms like Apple Pay that let you use your phone to pay at partnered retail locations, Venmo allows users to make free person-to-person transfers from their phones, making it easier to split a tab for pizza, brunch or beers without cash.<\/p>\n

Venmo payments totaled $1.3 billion for the first three months of 2015, a spokeswoman said, putting it on pace to double its total 2014 volume of $2.4 billion and dominate peer-to-peer mobile payments in the U.S.<\/p>\n

\u201cOnce it becomes a verb, you know that that\u2019s a real thing. So when you actually use the word like — \u2018Oh, I\u2019ll Venmo you,\u2019 It\u2019s embedded in the culture, for sure,\u201d Blake Bakkila, a 20-year-old Northwestern University student, said.<\/p>\n

Venmo\u2019s sweet spot is the portion of the U.S. population born between 1980 and the early 2000s, known as Millennials. Roughly 80 percent of them own a smartphone, according to BBVA Research<\/a>, and they make up more than half<\/a> of all mobile payments.<\/p>\n

According to Forrester Research<\/a>, mobile peer-to-peer payments in the U.S. will reach $7.3 billion this year and $16.8 billion by 2019.<\/p>\n

Venmo distinguishes itself from other mobile payment systems, such as Google Wallet and Square, in ways that appeal especially to young digital natives.<\/p>\n

Sign up for a Venmo account and you\u2019re immersed in a feed of your friends\u2019 public transactions, such as \u201cThanks for drinks!\u201d \u201cCoffee date\u201d or \u201cApril rent.\u201d These transactions post to a public user feed and to all the user\u2019s Venmo contacts, much like Twitter.<\/p>\n

Last month, Venmo launched emoji autocomplete<\/a>, which suggests emojis for users as they type payment notes. Users can even donate to charities<\/a> directly through the app.<\/p>\n

\u201cIt has become a mini social media platform,\u201d Rojas said. \u201cObviously I put emojis for everything. But if you can\u2019t figure out the right emoji to use it can be really stressful. There\u2019s definitely pressure to be creative or witty with your Venmos.\u201d<\/p>\n

The potential to capture Venmo\u2019s share of the Millennial market attracted the interest of larger tech companies early on.<\/p>\n

Braintree, a Chicago-based company that provides tools and platforms for online payments, bought Venmo in 2012 for $26.2 million, just three years after it was founded by University of Pennsylvania roommates in 2009. eBay\u2019s Paypal then bought Braintree in 2013 for $800 million.<\/p>\n

PayPal and Braintree executives say that offering Venmo as a free service is part of the company\u2019s overall strategy to boost market share, courtesy of eBay\u2019s deep pockets. It\u2019s unclear whether that strategy will remain in place once PayPal and Venmo split off from eBay later this year.<\/p>\n

Venmo has not been without some growing pains. The company faced criticism after hackers successfully drained several user accounts this year, drawing attention to holes in security and data encryption policies.<\/p>\n

\u201cPersonally I don\u2019t trust it with access to my account,\u201d said Lucy Horns, a 27-year-old Lakeview resident. \u201cPlus I don\u2019t understand the whole social media aspect. My financial transactions are my business. It creeps me out.\u201d<\/p>\n

So far, security issues haven\u2019t slowed growth or deterred others from entering the mobile peer-to-peer payments market, including in other countries.<\/p>\n

\u201cWe have learned that the [Venmo] model works and that there is a huge demand for it. We wish that Venmo was available in Canada,\u201d said Natalie Cartwright, co-founder and COO for the Canadian service Payso, which launched in January.<\/p>\n

Companies must clear many regulatory hurdles before they can offer international peer-to-peer remittances.<\/p>\n

\u201cVenmo is not coming anytime soon so we are building something similar because we believe that Canadians deserve better. We love the movement towards payments being fun, social and mobile,\u201d she said.<\/p>\n

Cartwright said the Payso app is targeting 18-35 year olds, who she said would rather go to the dentist than visit their bank.<\/p>\n

At its recent annual developer conference, Google announced an overhaul of its Google Wallet, with plans to reintroduce the app with a focus on peer-to-peer payments.<\/p>\n

Apple is expected to announce peer-to-peer enhancements to its Apple Pay program, and Facebook, SnapChat, Uber and MasterCard have all recently entered the field. Popmoney and Square Cash have also made inroads.<\/p>\n

But for the time being, Venmo is the mobile peer-to-peer payment king.<\/p>\n

\u201cNo one\u2019s ever said to me, \u2018Oh, can you Google Wallet me for lunch?\u2019\u201d said Alex Letterman, a 19-year-old Northwestern sophomore. \u201cVenmo is the go-to app for making financial transactions.\u201d<\/p>\n

Photo at top: Mobile person-to-person payment app Venmo makes sending and receiving money a moment of social fun. Taylor Hall\/Medill <\/div>\n","protected":false},"excerpt":{"rendered":"

By Taylor Hall On a recent weekend, South Loop resident Christina Rojas and a handful of her closest friends flew from Chicago to Las Vegas for a weekend trip. \u201cBetween all the cabs and food and drinks, I think I Venmo\u2019d every ten minutes,\u201d the 25-year-old University of Illinois at Chicago medical student said. \u201cI […]<\/p>\n","protected":false},"author":132,"featured_media":16581,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,28,436],"tags":[],"class_list":["post-16567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-general-interest","category-spring-2015"],"yoast_head":"\nVenmo's social mobile payments win the day with Millennials - Medill Reports Chicago<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/venmos-social-mobile-payments-win-the-day-with-millennials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Venmo's social mobile payments win the day with Millennials - 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