There has been an increasing demand from U.S. customers for a payment card that could be used anywhere they travel. There is a growing frustration among cardholders who are not accustomed to having their payment card declined or refused because they do not have the “right” card. The debate over EMV is no longer just about reducing fraud due to the security features built into the EMV card; there is another driver: cardholder convenience. The real driver behind moving the payment industry toward EMV adoption will be reduced spend/bottom of wallet or complete loss of customers.”]
Source: https://www.bankinfosecurity.com/blogs/truth-about-inconvenience-how-emv-will-come-to-us-p-673