One year after a first edition rich in information, Captain Wallet by Brevo and Ifop unveil the second edition of their barometer dedicated to mobile wallet usage in France. This study confirms the growing importance of the wallet in consumers’ daily lives, and its key role in transforming customer relations.
To decipher the key findings and understand how brands can capitalize on this trend, we interviewed Claire Gérard, Content Marketing Manager at Captain Wallet by Brevo.
Question 1: The second edition of the barometer reveals that more than one French person in two is now familiar with wallet applications (54%, +4 points in one year), and that their usefulness is recognized by 71% of consumers. Can you tell us why you decided to repeat this survey, and what role it plays for Captain Wallet by Brevo?
We decided to repeat the study because the first edition revealed a real craze for the mobile wallet, but also raised a number of questions about its long-term adoption. One year on, we thought it would be interesting to measure the growth in awareness and, above all, to understand how mobile wallet usage is becoming part of French people’s daily lives.
The role of this barometer for Captain Wallet by Brevo is twofold: it provides retailers and brands with objective insight into consumer expectations, and it illustrates in concrete terms how the wallet is becoming a strategic customer relations channel. With 37.8 million wallet cards in use by our customers in July 2025 (compared with almost 40 million today), we can see that this trend is more than just a novelty, it’s becoming firmly rooted in digital practices.
“The wallet becomes a continuous, practical and non-intrusive point of contact, reinforcing proximity and the added value perceived by the customer.”
Claire Gérard
Content Marketing Manager, Captain Wallet by Brevo
Question 2: We can see that usage patterns are evolving: loyalty card dematerialization remains in the majority (85%), but payment cards (48%) and transport tickets (35%) are making strong progress. How do you interpret this change in usage, and what opportunities does it open up for partner brands and retailers?
This trend illustrates the growing maturity of the mobile wallet, and the need for diversification. Loyalty cards are still the main entry point into the wallet, but the strong growth in payment cards and transport tickets shows that consumers now see it as an everyday tool that goes well beyond loyalty. The integration of the Navigo card, for example, has helped democratize its use in public transport.
For brands and retailers, this evolution opens up a major opportunity: to become part of consumers’ daily lives when they wish to identify themselves in a store, travel, attend an event, pay, etc., and no longer only at the time of the commercial transaction.
The wallet becomes a continuous, practical and non-intrusive point of contact, reinforcing proximity and the added value perceived by the customer.
Question 3 : Nearly one in two French people say they are influenced by push notifications, and this proportion rises to 57% among 25-34 year-olds. How can brands optimize this lever to further engage their customers?
Push notifications are a particularly effective direct channel. In fact, the proportion of people “completely” influenced has risen by 5 points.
To optimize this lever, brands need to follow three key principles: relevance, personalization and the right timing. A notification reminding consumers of a loyalty advantage close to a point of sale, proposing an exclusive geolocated offer or a personalized gift for a consumer’s birthday will be perceived as a useful service and not as an advertising solicitation.
Successful brands integrate notifications into a coherent omnichannel strategy, making the wallet not only a loyalty support, but also a medium in its own right for maintaining a privileged relationship with the customer.
