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A new study has underscored the significance of offering customers a variety of payment choices, particularly as digital platforms gain popularity among younger age groups. Almost one in three (30 per cent) people surveyed by payments solutions provider, Access PaySuite reported a negative experience when purchasing health and wellbeing products or services due to limited payment options. The research showed that online and in-person cash payments were the most preferred modes of payment, while more than a quarter of consumers expressed their preference for paying through Direct Debit. About 17 per cent of the participants favoured using a mobile app for payments during the booking process, followed by mobile in-person options like Google Pay (14 per cent) and phone-based transactions using debit or credit card) (13 per cent).