| Category | |
|---|---|
| Awareness | 93.0% |
| Popularity | 72.0% |
| Usage | 68.0% |
| Loyalty | 63.0% |
| Buzz | 55.0% |
Buy now, pay later brands
PayPal brand profile in the U.S.
Headquartered in San Jose, California, PayPal is the leading Buy now, pay later (BNPL) provider in the United States. The brand enjoys stellar brand recognition in the U.S. and is popular with the majority of BNPL users. While consumers from all generations make use of it, however, it resonates best with Generation X.
Brand KPI profile
PayPal scores big
Over 90 percent of Buy now, pay later users in the United States are aware of PayPal. It has a 72 percent brand popularity score, and 68 percent of BNPL users in the U.S. had used PayPal in the past 12 months before our survey. Based on remarkable media presence, around 55 percent of consumers using buy now, pay later services had come across PayPal through social media and other media in the three months prior to the survey.
Generations
PayPal is bridging the generational gap
Our side-by-side comparison of brand KPIs by different generations shows that PayPal is doing exceptionally well among all of them. Be it Gen Z, Millennials, Generation X, or Baby Boomers, consumers from every generation are well-aware of the leading U.S. BNPL brand. The same can be seen when looking at the other brand KPIs. PayPal's popularity, usage, and loyalty scores are quite similarly across generations, with a tendency towards the older, starting with exceptionally high awareness rates. The only exception being buzz, where Millennials have the highest share of Buy now, pay later users who had noticed PayPal in the media, on social media or in advertising in the past 3 months before our survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 93.0% | 92.0% | 91.0% | 96.0% | 100.0% |
| Popularity | 72.0% | 70.0% | 71.0% | 77.0% | 69.0% |
| Usage | 68.0% | 68.0% | 66.0% | 74.0% | 63.0% |
| Loyalty | 63.0% | 62.0% | 63.0% | 66.0% | 61.0% |
| Buzz | 55.0% | 56.0% | 60.0% | 47.0% | 45.0% |
Life values
Being successful is slightly more important to PayPal users
PayPal users value a happy relationship as much as general consumers in the United States, with 46 percent of them choosing it as one of the 3 most important aspects in life. Meanwhile, an honest and respectable life overtakes the importance of a happy relationship for PayPal non-users in this list. Another difference between PayPal users and non-users lies in their rating of success. 39 percent of PayPal's users find being successful one of the three most important aspects of life compared to 29 percent of the non-users in our survey.
Published November 23, 2023
| Category | Total | PayPal user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 44.0% | 51.0% |
| A happy relationship | 46.0% | 46.0% | 46.0% |
| Safety and security | 41.0% | 38.0% | 43.0% |
| To be successful | 33.0% | 39.0% | 29.0% |
| Making my own decisions | 33.0% | 31.0% | 34.0% |
| Having a good time | 29.0% | 30.0% | 28.0% |
| Learning new things | 28.0% | 28.0% | 28.0% |
| Advancing my career | 15.0% | 17.0% | 14.0% |
| Traditions | 15.0% | 15.0% | 15.0% |
| Social justice | 12.0% | 11.0% | 14.0% |
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