PLEASANTON, Calif. – Consumers still haven’t quite caught on to dipping their credit cards instead of swiping them during checkout, Advertising Age reports. That, coupled with the perceived longer transaction time of dipping, has experts predicting a major boost to mobile payments.

While inserting your card and leaving it there for the duration of the transaction has been something common to ATMs for years, consumers expect checkout at retail to be faster—and inserting the card takes longer than tapping a mobile device payment app.

eMarketer forecasts that mobile payments at point-of-sale in physical stores will increase three-fold this year to reach $27 billion in the United States. The average amount spent via mobile payments will rocket up to $700 annually in 2016. Not surprisingly, GenXers and Millennials are behind this growing usage, but experts point out that soon other demographics will follow suit.

As more consumers use tap-and-pay, more brands and retailers will provide digital loyalty cards, coupons and deals. Jeff Malmad, head of Mobile and Life+ at Mindshare North America, pointed to how EZ Pass toll payments have changed from physical money in a basket or to a toll collector into electronically read devices attached to the vehicle’s windshield as an example of en masse adoption of new, time-saving technology.