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CONSUMERS&BRANDSMobile
payment:
PostFinanceApp
users
in
SwitzerlandConsumer
Insights
reportJune2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofPostFinance
App
users
inSwitzerland:
whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
PostFinanceApp
users
inSwitzerland(’’brandusers’’)
againstSwiss
mobile
payment
usersingeneral
(’’category
users’’),
and
theoverall
Swissconsumer,
labelled
as
’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
theextended
survey(including
Switzerland)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
June
2024Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsPostFinance
App
is
the
seventh
most
used
mobile
payment
service
inSwitzerland
with
TWINT
in
first
placeManagement
summary:
brandusageand
competitionTop10
most
used
mobile
paymentservicesinSwitzerlandTWINTApplePay66%43%PayPal31%Google
Pay24%Migros
App12%10%10%8%Mastercard
Clickto
Pay(Masterpass)PostFinanceAppSamsungPayGarmin
Pay8%8%Swiss
Wallet4Notes:"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=538
mobile
payment
usersConsumer
Insights
Global
as
of
June
2024Sources:The
share
of
mobile
payment
users
using
PostFinance
App
declined
by
13percentage
points
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
mobilepaymentusersusing
PostFinance
App23%23%20%20%19%17%16%13%13%12%11%11%10%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=35
-
103
PostFinance
App
users,n=273
-
584mobile
payment
usersSources:Consumer
Insights
Global
as
of
June
2024PostFinance
App
users
in
SwitzerlandManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsPostFinanceAppismore
popularamong
Generation
Zthanother
mobilepayment
services.Success
and
career
advancement
arerelatively
important
to
PostFinance
Appusers.Itstands
out
that27%
ofPostFinanceApp
users
think
thattheycould
savealot
ofmoney
ifthey
took
financialadvice.Snapchatis
more
popularamongPostFinanceAppusersthanthe
averagemobile
payment
user.54%
ofPostFinance
App
users
aremale.
Sportsisarelatively
prevalent
interestof
PostFinanceApp
users.PostFinanceAppusers
rememberseeing
adson
videostreaming
servicesmore
often
than
other
mobile
paymentusers.17%
ofPostFinance
App
users
areinthelatemajority
ofinnovation
adoptertypes.PostFinanceApphasalarger
shareofusers
with
ahigh
income
thanothermobile
payment
services.Petsarearelatively
popularhobbyamong
PostFinance
App
users.Arelatively
highshare
ofPostFinanceApp
users
think
thatunemployment
isanissuethatneeds
tobeaddressed.PostFinanceAppusers
andmobilepayment
users
ingeneral
arerelativelylikely
to
liveinlarge
cities.6Sources:Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+PostFinance
App
is
more
popular
among
GenerationZ
than
other
mobilepayment
servicesDemographic
profile:
generationsAgeof
consumersinSwitzerlandBrand
users31%44%21%4%Category
usersAllrespondents25%41%28%6%20%37%33%10%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
or
other
points
ofsale
with
your
mobile
device
(e.g.,
smartphone)?";
Multi
Pick;
Base:
n=52PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:54%
of
PostFinance
App
users
are
maleDemographic
profile:
genderGenderofconsumersinSwitzerlandBrand
users54%46%Category
usersAllrespondents51%49%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=52PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:54%
of
PostFinance
App
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSwitzerland40%39%32%27%27%21%19%16%13%13%12%10%8%5%4%4%3%2%
2%1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
has
a
larger
share
of
users
with
a
high
income
than
othermobile
payment
servicesDemographic
profile:
incomeShare
ofconsumersinSwitzerland
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgrossincomeBrand
users44%33%22%Category
usersAllrespondents40%35%25%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,
smartphone)?";
Multi
Pick;
Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024Compared
to
other
mobile
payment
users,
PostFinance
App
users
are
relativelylikely
to
live
in
a
couple
householdDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSwitzerland
live35%
34%29%29%27%25%20%18%15%13%12%12%6%6%4%
4%4%4%2%
2%Multi-generationalfamily0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
moreOtherhouseholdrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
and
mobile
payment
users
in
general
are
relatively
likelyto
live
in
large
citiesDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSwitzerland32%31%31%31%29%26%23%22%19%19%19%17%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
20246%
of
PostFinance
App
users
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwitzerlandBrand
users6%88%6%Category
usersAllrespondents8%88%4%7%85%8%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
services
have
youused
in
the
past12
months
to
pay
in
stores,
restaurantsorotherpoints
ofsalewith
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
PostFinance
AppusersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSwitzerland58%51%47%38%43%42%41%40%40%39%38%33%32%30%28%24%24%27%27%
27%25%23%22%21%19%11%11%15%12%11%Anhonest
andrespectable
lifeSafety
andsecurityAhappyrelationshipTobesuccessfulHavingagood
timeSocial
justiceAdvancingmy
careerMaking
myown
decisionsLearningnew
thingsTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
pointsofsalewith
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024Sports
is
a
relatively
prevalent
interest
of
PostFinance
App
usersConsumer
lifestyle:
main
interestsTop10
interestsofPostFinance
App
usersinSwitzerland53%47%51%51%50%48%48%46%46%47%46%45%42%39%38%37%37%37%37%35%34%30%35%
31%30%32%32%
32%30%25%Food
&diningHealth
&fitnessSportsTravelMovies,TVshows&musicHome
&gardenFashion&beautyFinance&economyScience
&technologyHistoryBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
MultiPick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024Pets
are
a
relatively
popular
hobby
among
PostFinance
App
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofPostFinance
App
usersinSwitzerland57%56%47%49%48%48%42%45%46%45%44%44%43%43%42%42%41%41%37%37%36%37%35%32%30%Pets29%29%26%24%
24%ShoppingOutdooractivitiesTravelingCooking/bakingReadingDIYandarts&craftsDoing
sportsandfitnessSocializingTech
/computersBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
serviceshave
you
used
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsalewith
yourmobile
device
(e.g.,
smartphone)?";Multi
Pick;Base:n=52
PostFinance
App
users,
n=538
mobile
payment
users,
n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
are
more
likely
to
go
cycling
than
other
mobile
paymentusersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofPostFinance
App
usersinSwitzerland27%27%27%25%
25%20%25%22%19%19%19%18%17%17%16%15%15%15%14%10%14%13%13%12%10%10%9%9%7%6%CyclingHikingFitness,aerobics,
cardioBasketballRunning/joggingBadmintonSoccerDancingSwimming/DivingYoga
/pilatesBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=31
PostFinance
App
users,n=303
mobile
payment
users,n=5,542
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
are
more
likely
to
follow
soccer
than
other
mobilepayment
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byPostFinance
App
usersinSwitzerland38%25%23%21%19%19%17%15%15%12%11%13%11%10%11%10%9%9%9%8%8%7%7%7%7%7%5%5%5%3%SoccerCyclingAmericanfootballBasketballAthletics(track&field)BoxingTennisMotorsportsIceHockeyMixedMartial
ArtsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device(e.g.,
smartphone)?";
Multi
Pick;Base:n=24
PostFinance
App
users,n=198
mobile
payment
users,n=3,547
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
04Consumer
attitudes?
Attitudestowards
personal
finances?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
27%
of
PostFinance
App
users
think
that
they
could
save
a
lotof
money
if
they
took
financial
adviceConsumer
attitudes:financeAgreementwithstatements
towards
financeinSwitzerland40%39%33%31%28%27%27%25%24%23%23%20%19%16%16%Icould
imaginedealing
Onlinefinancialserviceswith
my
financial
havemademe
confident
money
ifItook
advicetransactionsexclusively
abouthandling
my
own
from
afinancial
expertviamy
smartphone
financesIcould
savealot
ofNew
financialtopics,suchascrypto
andNFTs,fascinatemeIftheservice
is
good,I’mhappy
topayforaccount
administrationandtransactionsBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
MultiPick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=1,711
all
respondentsConsumer
Insights
Global
as
of
June
202417%
of
PostFinance
App
users
are
in
the
late
majority
of
innovation
adoptertypesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSwitzerland42%42%38%27%25%22%21%17%17%15%15%12%4%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past12
months
to
pay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=52
PostFinance
App
users,
n=538
mobile
payment
users,
n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
PostFinance
App
users
think
that
unemployment
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Switzerland
accordingtoPostFinance
App
users52%49%44%42%36%31%33%37%37%36%
35%35%31%30%35%31%35%33%31%29%27%27%25%
26%23%22%21%20%20%
20%Rising
prices/inflation/cost
of
livingHealth
andsocial
securityClimatechange
EnvironmentHousingImmigrationPovertyEconomicsituationCrimeUnemploymentBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurantsorother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
202437%
of
PostFinance
App
users
have
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwitzerlandBrand
users25%29%37%33%10%12%Category
usersAllrespondents22%33%18%33%31%18%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
inthe
past
12
months
topay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
MultiPick;Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
05Marketing
touchpoints?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsSnapchat
is
more
popular
among
PostFinance
App
users
than
the
averagemobile
payment
userMarketing
touchpoints:social
media
usageSocial
mediausageinSwitzerland
bybrand100%74%63%72%71%64%59%
59%43%57%57%44%43%31%19%32%31%20%28%29%29%27%23%16%13%14%14%8%7%5%YouTube
SnapchatTikTokFacebookPinterestBeReal.X(Twitter)LinkedInRedditBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?This
does
notinclude
instant
messengerssuch
as
WhatsApp.’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=7
PostFinance
App
users,n=88
mobile
payment
users,n=1540
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
tend
to
go
to
the
movies
more
often
than
mobilepayment
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSwitzerland
havebeen
usinginthepast4weeks83%83%76%74%78%65%64%62%60%
59%
60%
60%58%56%
55%49%49%48%44%35%43%42%
42%42%42%40%40%
41%34%37%25%31%23%TVDigitalvideo
Digitalmusiccontent
contentRadioMagazinesMovies
/cinemaOnlinenewswebsitesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
remember
seeing
ads
on
video
streaming
services
moreoften
than
other
mobile
payment
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswherePostFinance
App
usersinSwitzerland
havecome
across
digitaladvertisinginthepast4weeks58%55%45%50%45%42%47%46%44%43%43%42%40%40%38%36%37%33%33%27%28%26%27%25%23%23%22%20%19%18%Video
portalsWebsitesandappsof
brandsSocial
media
Video
streaming
Onlinestores
Search
enginesservicesEditorialwebsitesandappsMusicportalsVideo
gamesNewslettersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsale
with
yourmobiledevice
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=52
PostFinance
App
users,n=538
mobile
payment
users,n=10,268
all
respondentsConsumer
Insights
Global
as
of
June
2024PostFinance
App
users
remember
ads
they
saw
in
printed
daily
newspapersmore
often
than
other
mobile
payment
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwitzerland
havecome
across
non-digital
advertisinginthepast4weeks56%56%46%54%50%41%45%44%34%43%40%30%40%33%37%37%37%34%33%23%30%29%28%18%OnadvertisingspacesOnTVDirectly
inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersOntheradioBy
mailshot
/
Atthemoviesadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
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