The increasing adoption of mobile payment apps by users is no surprise to marketeers.  The simplicity and ease of use make its uptake inevitable, but would that update be slowed down if users understood how the data from each transaction would be profiled and used for marketing?

The answer I suspect is not a jot, users are more and more comfortable with trading data if the trade is as a result of added value provided, in this case quick and easy payment at their fingertips. 

What will be interesting to watch is how quickly marketeers will jump onto this data goldmine and whether it will provide an even greater opportunity to put product in front of a supremely profiled prospective customers.