欧洲央行数字用户研究（英）2025

1.INTRODUCTION AND EXECUTIVESUMMARY...........................................................................32.FOCUS GROUPS WITH SMALL MERCHANTS............................................................................62.1.OVERVIEW AND METHODOLOGY.............................................................................62.2.CURRENT PAYMENT PRACTICES.............................................................................72.3.REASONS FOR ACCEPTING SPECIFIC PAYMENT METHODS........................................82.4.CHOOSING A PAYMENT SERVICE PROVIDER............................................................82.5.PREDOMINANT METHODS OF PAYMENT ACCEPTANCE..............................................92.6.CHALLENGES ENCOUNTERED..............................................................................102.7.PERCEPTIONS OF THE DIGITAL EURO....................................................................102.8.DELVING INTO THE OFFLINE FUNCTIONALITY.........................................................142.9.CONCLUDING THOUGHTS ON THE DIGITAL EURO...................................................163.INTERVIEWS WITH VULNERABLE CONSUMERS....................................................................173.1.OVERVIEW AND METHODOLOGY...........................................................................173.2.CURRENT PAYMENT PRACTICES...........................................................................173.3.WHAT VULNERABLE CONSUMERS VALUE IN A PAYMENT METHOD...........................183.4.PAIN POINTS AND BARRIERS................................................................................193.5.OPENNESS TO NEW PAYMENT METHODS...............................................................213.6.EXPECTATIONS TOWARDS FUTURE PAYMENT METHODS........................................234.CONCLUSIONS............................................................................................................................27ANNEX: INTERPRETING THE DATA..................................................................................................29 1.INTRODUCTIONANDEXECUTIVESUMMARY Digitalisationis reshaping the way payments are made, with cash usage steadily declining asonline shopping and digital transactions continue to grow. In response to this shift, theEurosystem is working on the development of the digital euro,a digital form of cashthat wouldbeissued by theEuropean Central Bank (ECB). The digital euro wouldbe accessible to everyone across the euro area,enablingseamlesstransactionsin physical andonlineshops, as well asbetween individuals. Itwouldbedesignedto coexist with physical cash and thedigitalpayment methods already in use,providingconsumerswithgreater flexibility and choice in how they pay. On 1 November 2023, the Eurosystem launched a two-year preparation phase aimed at layingthegroundwork for the potential issuance of a digital euro.This phase focused onexperimentation andoncollecting insights to enhance both the technical design and userexperience of the digital euro for consumers and merchants alike.TheEurosystemstrives todesign a product that will meet the needs and expectations ofallend-users, and researchplaysa pivotal role ingatheringtheinsightstoinform the design and value proposition of adigital euro. As part of this two-year preparation phase, theECBcommissioned Ipsos to conduct researchinthe20 euro areacountriesto understand the needs, preferences and challenges of diverseuser groups.Tworesearchstrandswere conductedin each countryin December 2024: •Focus groups with small merchants, defined as sole traders or employees inbusinesses with 1–7 employeeswithaphysical and/oronlineshop, representing asegment often underserved by complex payment infrastructures. Two online focus groups were conducted among foursmall merchantsin each of the20 euro area countries to gather insights on the payment methods they accepted, thechallenges they faced with existing payment methods, their expectations for potentialnew paymentmethodsand their perception of the digital euro. •Interviews with vulnerable consumers,defined based on the vulnerabilitydimensionssetby the European Commission1.These dimensions included havinglimited ability to maximise one’s wellbeing; having difficulty obtaining or assimilatinginformation; being less able to buy, choose or access suitable products; and beingmore susceptible to certain marketing practices. Eightin-depth interviewswere conducted withvulnerable consumersin each of the20 euro area countries.Halfof the interviews wereconductedonline,whilethe otherhalf were conducted inperson2.The interviews examined payment preferences, driversof adoption, and desired features in future payment methods. © Ipsos |EuropeanPublic Affairs |Digital Euro User Research ThisresearchreflectstheEurosystem’scommitment to continuous engagement with the publicandwithkey stakeholders.It providesvaluable insights that will contribute to the developmentof a digital euro th