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CardHub’s 2016 EMV Adoption Survey

EMV ADOPTIONMost people’s first introduction to, and perhaps only interaction with, EMV payment technology has come at the mailbox, not the checkout counter, arriving in the form of an unexpected replacement credit card with a curious, shiny computer chip embedded within it. You see, financial institutions have been fairly responsive to the October 1, 2015 deadline set by Visa and MasterCard for the transition away from magnetic-stripe card security – the backbone of U.S. domestic payment processing since the ‘70s.

The retailer response, however, has been shockingly muted by comparison, which is problematic considering merchants that do not implement EMV-compliant payment terminals are now liable for fraudulent purchases made in their stores. And the roughly $8 billion in fraudulent card purchases made in the U.S. each year certainly represents a mountain of risk for resistant retailers.

In order to better understand the scope of this problem as it exists six months after the transition deadline’s passing and determine whether EMV non-compliance is even on the consumer radar, CardHub conducted a nationally representative survey of 55 major retailers and 1,000 individuals. Please find the results below.

Main Findings

 

Are Stores EMV-Compliant?… ~42% of retailers have not updated the terminals in any of their stores.

 

Breached, But Behind… ~43% of retailers that have experienced data breaches in the past 5 years have not updated their point of sale terminals.

 

Do You Even Care?… ~56% of people don’t care if a retailer’s payment terminal is chip-enabled.

 

Who Got The Chips?… ~41% of people say they don’t have (or don’t know if they have) a smart-chip credit card.

 

Better Fraud Protection… ~62% of people don’t understand the difference between major card security standards.

 

Debit Or Credit Security?… ~41% of people falsely believe debit cards protect them from fraud better than credit cards.

 

 

Checking Credit Reports… Nearly half (~44%) of the people who check their credit recently understand that chip cards offer better security than magnetic-stripe cards, compared to just one quarter of those who did not check it in the past year.

 

*Checked credit report in the past six months

Detailed Findings

Retailers

Retailer 2015 Upgrade Status % of Stores EMV-Compliant in March 2016 Revised Upgrade Plan Data Breach in Past 5 Years?
WalMart 100% upgrade in Nov. 2014  100% N/A No
Kroger Systems to be compatible with EMV by deadline 93% Not provided No
Costco 100% upgrade 13% Not provided Yes
Target Chip card readers were installed in September 2014 100% N/A Yes
The Home Depot 100% upgrade 100% N/A Yes
Walgreens All stores accept chip-and-pin cards 100% N/A No
CVS Caremark 100% upgrade 100% N/A Yes
Lowe’s Upgraded terminals by deadline 93%* Not provided No
Safeway Not provided 17% Not provided No
McDonald’s Customers can use the Softcard App (based on the global EMV standard) 13% Not provided No
Best Buy Not provided 100% N/A No
Publix In process of updating its terminals 0% Not provided No
Macy’s 100% upgrade 100% N/A No
Kmart Systems compatible with EMV 0% June, 2016 Yes
Ahold USA / Royal Ahold Not provided 0% Not provided No
Rite Aid EMV‐ready equipment for domestic and international transaction processing 100% N/A No
TJX Not provided 0% Not provided No
H-E-B 100% upgrade by June 100% N/A No
Albertsons Not provided 0% Not provided Yes
Kohl’s Not provided 100% N/A No
Food Lion 100% upgrade 0% May, 2016 No
Taco Bell Launched a mobile ordering and payment app 20% Not provided No
Pizza Hut Not provided 0% Not provided No
Dollar General Not provided 100% N/A No
Meijer Not provided 0% Not provided No
True Value Not provided 33% Not provided No
Wakefern / Shoprite Not provided 0% Not provided No
BJ’s Wholesale Club 100% upgrade 0% Not provided No
Gap Not provided 100% N/A No
Subway Adopted Softcard App (which uses the EMV global standard) 40% Not provided No
Whole Foods Market Not provided 0% Not provided No
Nordstrom 100% upgrade 100% N/A No
J.C. Penney Not provided 0% Not provided No
7-Eleven Not provided 0% Not provided No
Bed Bath & Beyond Not provided 0% June, 2016 No
SUPERVALU 100% upgrade 15% Not provided Yes
Aldi Not provided 0% Not provided No
Ace Hardware Not provided 0% Not provided No
Family Dollar Stores Not provided 0% June, 2016 No
Ross Stores Not provided 20% Not provided No
Starbucks Not provided 7% Not provided No
Victoria’s Secret Not provided 7% Not provided No
Bath & Body Works Not provided 7% Not provided No
Bi-Lo 100% upgrade 0% Not provided No
Wendy’s Not provided 0% Not provided Investigating potential incident
Menards 100% upgrade 100% N/A No
Staples Not provided 0% Not provided Yes
Army Air Force Exchange 100% upgrade 7% April, 2016 No
Burger King Not provided 0% Not provided No
Trader Joe’s Not provided 100% N/A No
BeBe Not provided 0% Not provided Yes
Neiman Marcus Not provided 0% July, 2016 Yes
Michael’s Not provided 100% N/A Yes
Dairy Queen Not provided 80% Not provided Yes
Jimmy John’s Not provided 47% Not provided Yes
*7% of stores have the capability but are not enabled.

  • Only 60% of the retailers that said they would complete equipment upgrades by the Oct. 1 deadline have finished updating all of their terminals.

Consumers
Our consumer survey included more questions, the results are listed below:

  • Roughly 40% of people say they never complete purchases by inserting their card into a chip-enabled payment terminal.
  • ~40% of people have received a chip card in the past six months.

Methodology

In conducting this report, CardHub surveyed a representative sample of the general consumer population as well as a diverse selection of retailers about chip-based cards and EMV security.

To gauge the sentiment of the general population, we conducted a nationally representative online survey of 1,000 individuals between February 26 and February 27, 2016 on SurveyMonkey’s online platform. After all responses were collected, we normalized the data by age, gender and income so the panel would reflect U.S. demographics for income-earning adults. Survey results have a 3.2% margin of error.

For the retailer component, we chose to include 50 large chains as well as 5 smaller merchants, each of which has experienced a data breach in the past. We first called 15 stores from each retailer between February 16 and March 9 and asked about their chip card acceptance capabilities. In selecting the stores, we chose the three largest metropolitan areas in each region: West (Los Angeles, Phoenix, Seattle); Midwest (Chicago, Detroit, Minneapolis); Northeast (New York, Philadelphia, Boston); Southwest (Dallas, Las Vegas, Albuquerque); Southeast (Washington, DC, Miami, Atlanta) and contacted one store within 20 miles of each metro area. If no stores were located in a given metro area, the next largest was chosen.
We then attempted to confirm the information we collected with each retailer. All responses were subsequently incorporated into our findings. For retailers that chose not to respond to our requests, we used the data initially collected.

List of retailers that refused to collaborate or did not respond to multiple attempts to verify information: Costco, McDonald’s, Ahold USA / Royal Ahold, TJX, Kohl’s, Taco Bell, Pizza Hut, Meijer, Wakefern / Shoprite, Subway, J.C. Penney, 7-Eleven, Aldi, Ace Hardware, Ross Stores, Starbucks, Bath & Body Works, Bi-Lo, Wendy’s, Menards, Staples, Burger King, Trader Joe’s, BeBe, Jimmy John’s and Victoria’s Secret.

Editorial Disclaimer: Editorial content is not provided or commissioned by financial institutions. Opinions expressed here are the author’s alone and have not been approved or otherwise endorsed by any financial institution, including those that are CardHub advertising partners. Our content is intended for general educational purposes and should not be relied upon as the sole basis for managing your finances. Furthermore, the materials on this website do not constitute legal advice and should not be relied upon as such. Please let us know if you have any questions or suggestions.

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DISCUSSION
Apr 4, 2016
Photo of James N.
Apr 4, 2016
Not a very good attempt at understanding how EMV is working and the shortcomings of the major players Visa and MasterCard on understanding how much of the problem is created by them.