Apple Pay is gaining traction.

Apple Inc.’s mobile payment system announced this week the addition of 10 new banks: Associated Bank, BB&T, Black Hills FCU, Commerce Bank, Dupaco Community Credit Union, Idaho Central Credit Union, First Tennessee Bank, TD Bank North America, WesBanco and UW Credit Union.

The additions mean that Apple Pay supports credit cards that account for 90% of the U.S. credit card purchase, Apple says. Apple Pay enables consumers to use their iPhone 6 or iPhone 6 Plus smartphones to pay in a store with one touch.

“Apple Pay has shown significant progress in making itself available to a wide swath of consumers, and it underscores the strength of the brand and its ability to quickly bring stakeholders together to create solutions,” says Bryan Yeager, financial services analyst at research firm eMarketer Inc.. “That means competitors will have to make moves to keep pace, and while the Samsung/LoopPay partnership isn’t a done deal by any stretch, the story reflects the fact mobile proximity payments capabilities will be a necessary feature on smartphones in the next 12-18 months.”  LoopPay is another mobile payment system is the works from Samsung.

Data on Apple Pay usage has been hard to come by, as many retailers have not released sale figures. Apple CEO Tim Cook said in October that consumers registered more than 1 million cards on the service in the first 72 hours. Grocery chain Whole Foods Market Inc., said it completed 150,000 Apple Pay transactions in the first 17 days following the launch of the payment method. That puts Apple Pay transactions at 0.91% of total sales during the period, experts say.

InfoScout tracked the shopping behavior and opinions of 170,000 consumers who own an iPhone 6 or 6 Plus and shopped at a retail store that accepts Apple Pay during the weekend following Thanksgiving. The company’s analysis found that 5% of Apple Pay eligible transactions were completed with Apple Pay. The same survey found only 9.1% of those consumers had ever used Apple Pay.

Despite the relatively low adoption, consumers in the InfoScout survey said the Apple Pay payment method was easier, faster, more convenient and more secure than swiping a debit or credit card. 31% of shoppers said they didn’t use Apple Pay because they didn’t know the store accepted it, and 25% said they simply forgot.

And consumers are using mobile payments more, according to eMarketer estimates. In 2013, eMarketer estimated consumers spent $1.6 billion in mobile payment transactions. That figure is expected to jump to $3.5 billion this year and hit $27.5 billion by 2016.

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