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Auckland’s reaction to AT’s contactless payments

Opinion Report

Auckland’s reaction to AT’s contactless payments

AT’s contactless rollout sparked mixed reactions, balancing convenience with concerns about fairness. This report reveals what Aucklanders expect and what brands can learn from their response.

Published on
May 6, 2025
Sence Opinion Report Highlights
AT’s rollout of contactless payments sparked widespread online discussion, with Aucklanders voicing both excitement and skepticism.
Many praised the added convenience but raised concerns about the loss of fare caps and concessions for vulnerable groups.
A growing number of users proposed digital integration of AT HOP cards, highlighting a public interest in modern, inclusive transport solutions.

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This report is not just about a new payment system. It’s about how change is communicated in a city built on daily commutes. When public trust hinges on fairness and clarity, small design choices carry outsized emotional weight.

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To understand what makes a successful rollout, we explore how Aucklanders reacted to contactless payments, what they expect from AT, and what lessons brands can take from the nuances of public sentiment.

10k+ comments
50+ unique brands mentioned
10 key themes
4 key lessons for brands

The overall sentiment

  • 18% Positive
  • 41% Neutral
  • 41% Negative

Let’s start with the big picture. The overall sentiment is split, with 18% positive, 41% neutral, and 41% negative comments. This even split between neutral and negative sentiments suggests that while many are reserving judgment, there’s a significant portion of the public that has concerns or reservations about the new system.

Key Theme #1

Equality and access concerns

A significant theme, making up 15.3% of the discussion, revolves around the worries people have for the new payment system. People are wondering if the move towards contactless payment cards means there won’t be a fare cap, and also are concerned that AT HOP card concessions will no longer apply. The sentiment here leans negative, with 45% expressing dissatisfaction, 42.5% remaining neutral, and only 12.5% showing positivity.

What did the community say?
“A step in the right direction but a shame it doesn’t register the weekly fare caps unless you use a hop card. Plenty of other systems around the world register daily or weekly caps of you use the same contactless card.”
“Yes but for those with community services cards or other disability concessions loaded on their AT cards, if they pay the new way they won’t get a discount travel."
Key Theme #2

Digital integration of AT HOP cards

An idea that surfaced in the online discussions was the digital integration of AT HOP cards. Making up 8.8% of the conversation, Aucklanders were proposing their own solutions, such as an eHOP card or the ability to use AT HOP via Apple Pay. Sentiment around this discussion was more positive compared to other themes, with only 26% of the sentiment being negative.

What did the community say?
"Why can't we just make it available to add hop card to Apple Wallet ?"
"Would rather be able to load my Hop card into Google Wallet"
"Not really going to change much for regular users. Make the hop card digital on your phone now that would be handy"
"100k likes for E-HOP cards!
Key MENTION #1

Auckland Transport

AT is at the forefront of this conversation, with a 22.4% share of voice. The sentiment towards AT is mostly neutral, with a slight tilt towards negative sentiment: 14% Positive, 54% Neutral and 32% Negative.

In times of change, people become uncertain and are quick to criticise. To ensure AT addresses the concerns Aucklanders have about contactless payment changes, clear communication is needed about what will happen to fare caps and concessions. There is a further opportunity for AT to explore the possibility of making AT HOP cards integrated with electronic payment systems.

What did the community say?
"1 step ahead of the national system that will do the same things - likely a regional trial of the backend software, plus AT has the longest standing integration of HOP cards and widest tag on and off points i think. i think its 2026 the NZ wide system is due (ish)"
"AT and poor communication go hand-in-hand. They can't even tell you that the trains aren't running in plain English"

Brands driving conversation

Apple Pay, Google Pay, and Samsung Pay are part of the conversation, though with varying levels of mention. People are considering how these digital wallets could integrate with the new system in comparison to using a physical card.

Sence Check

Checks to elevate your engagment strategy

This incident, seemingly trivial yet amplified by the lens of social media, offers a fascinating glimpse into the complexities of contemporary culture:

Solve for the everyday experience: Small, practical fixes often carry more weight than big, flashy features.
Clarity beats complexity: In moments of change, clear and transparent communication builds trust faster than perfect messaging
Let the public shape the product: When people offer solutions, they’re showing you what matters. Treat feedback as direction, not just opinion.
Neutral sentiment is opportunity: Indifference isn’t a dead end. It’s a blank page brands can write on with the right message and timing.

As Auckland steps into this new era of public transport, the success of contactless payments will likely hinge on how well AT addresses these concerns and delivers a smooth, secure, and user-friendly experience for all commuters.

Sources
1News – Facebook, RNZ – Facebook, r/newzealand – Reddit, r/auckland – Reddit, r/auckland – Reddit
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