Lydian Research: 72% of Consumers Favor Merchants Accepting Stablecoins

Lydian’s inaugural Digital Asset Appetite Index reveals a significant shift in consumer behavior across emerging markets, with 76% of surveyed individuals expressing a readiness to use stablecoins for everyday purchases. For fintech professionals, this underscores a growing demand for non-traditional payment rails in regions where inflation and high transaction fees are driving rapid digital asset adoption.

What was announced

Lydian, a specialist in stablecoin payments, has published findings from its first Digital Asset Appetite Index, which surveyed 7,500 consumers across five key regions: Argentina, The Philippines, Indonesia, Kenya, and the UAE. The report highlights a robust appetite for stablecoins as a practical medium of exchange rather than just a speculative asset. According to the data, 76% of respondents are likely to use stablecoins for small everyday purchases, while 73% would utilize them for recurring bill payments.

The research indicates that stablecoin usage is already becoming a reality for many, with 33% of those surveyed having used them for payments or transfers within the last month. Furthermore, 72% of consumers stated they would actively choose a retailer that offers stablecoin payment options alongside traditional cash and card methods. Among those who do not currently use stablecoins, 30% indicated plans to adopt them in the future.

The primary drivers behind this trend are economic instability and the cost of traditional financial services. Seventy-six per cent of participants reported that inflation has diminished their purchasing power over the last year. Consequently, 71% view an everyday payment method that protects against currency devaluation as "Very" or "Extremely" valuable, and 73% would use stablecoins internationally to avoid high foreign exchange markups and transaction fees.

"We discount everyday stablecoin usage because we look at it from a purely Western perspective. But when you look at these emerging and frontier regions, you have a different starting point. Not everyone has access to credit cards, but people may already have money sitting in a digital wallet. If that’s where your customer holds their money, there’s a clear commercial reason to enable them to spend it. This Index supports that trend, but also highlights how significant the appetite for adoption is. We’re not talking about random, one-off stablecoin purchases but a full spectrum of payments - from morning coffee to monthly rent."

Carl Grimstad, CEO at Lydian

The companies involved

Lydian is a fintech firm focused on the integration of stablecoins into the global payments ecosystem. The company develops infrastructure that enables digital assets to be used for real-world transactions, positioning itself at the intersection of traditional finance and decentralized technology.

The broader stablecoin market is currently influenced by major players like Tether, which has seen extensive activity in emerging markets. Tether, the issuer of the USDT stablecoin, has established a significant presence in the industry, frequently partnering with regional financial institutions to scale digital asset usage. The company maintains a high-profile relationship with Cantor Fitzgerald, the global financial services firm that manages a substantial portion of Tether’s reserve assets. Cantor Fitzgerald plays a critical role in the institutional validation of stablecoin reserves, providing the traditional financial plumbing necessary for these digital assets to operate at scale. These entities collectively represent the infrastructure layer that supports the consumer demand identified in Lydian’s latest research.

What FF News has reported before

FF News has closely tracked the expansion of stablecoin infrastructure and its adoption across frontier markets. Recently, Lydian Pay Launches Mobile App to Bring Digital Asset Payments to Small Business POS, a move designed to turn standard smartphones into payment terminals for digital assets.

The sector has also seen a flurry of investment activity from Tether. This includes a strategic funding round where Saber Money Secures Strategic Funding from Tether to Revolutionize Emerging Market Payments. Additionally, Tether Invests in EFY Finance to Scale Institutional Stablecoin Infrastructure in Latin America, highlighting a concerted effort to build institutional-grade rails in the region. Beyond private investment, Tether has also engaged with state entities, as seen when Tether Partners with National Bank of Kazakhstan to Drive Stablecoin and Tokenization Innovation.

What this means

The findings from Lydian suggest that the "crypto winter" narrative has little bearing on the utility-driven adoption of stablecoins in emerging economies. While Western markets often view digital assets through the lens of investment or speculation, consumers in regions like Argentina and Kenya are treating them as a necessary hedge against local currency volatility. This shift puts immense pressure on traditional remittance providers and legacy payment networks to lower fees or risk losing significant market share to digital-first alternatives. The challenge for the sector now lies in regulatory clarity; as consumer demand outpaces local legislation, the tension between decentralized payment rails and national monetary policy will likely become the primary friction point for the next phase of global adoption.