Zelle or Venmo for dollar P2P transfers, Wise for international (both P2P or using local payment rails if possible, SEPA in Europe for example). App whenever possible vs wallet or card. Failing all of that, a US credit card or cash. My optimization is lowest cost possible between me and target entity receiving value transfer.
The ideal is an app that gets you as close to Pix [1], UPI [2], and SEPA [3] as you can for low or no cost value movement on instant payment rails [4].
Payment cost inflates product and service costs, and is a tax on those who pay cash and don't receive cash back rebates. You have to cut out the middlemen who are skimming the economy for little to no value. You can move up to $10M in value in the US on FedNow instant payment rails for a few pennies, instantly (~20 second SLA 24/7/365), for example [1].
Now, with regards to your specific inquiry, your unsophisticated consumer probably cares more about points and cash back. How do you disincentivize that? As a merchant, you offer free instant payment options and surcharge the customer to use more expensive payment rails (credit cards, for example). At least in the US, we're on our way in that regard (Walmart is offering pay by bank using instant payment rails to avoid billions in interchange costs [2]).
You might find this latest CFPB report helpful [3], as well as this McKinsey report on payments [4] for further reading. I'd also recommend the Fintech Takes mailing list [5].
