Dit lijkt me wel een relevant stukje uit de Earnings van PayPal. Apple Pay is toch via Adyen niet?:
'Bryan Keane -- Deutsche Bank -- Analyst
Hi. Good morning. Solid first quarter results here. My question is just still more on the big picture.
The naysayers on PayPal would say the company is structurally challenged with the rise of payment methods like Apple Pay. Alex, I know you've been at PayPal now for a little over six months. What do you think the naysayers are missing on the competitive advantages PayPal still has in the market, in particular, to grow branded?
Alex Chriss -- President and Chief Executive Officer
Thank you, Bryan. Thanks for the question. So a couple of thoughts here that I think people are maybe not appreciating enough. The first is 60% of the market is still what I would consider to be nonconsumption.
60% of the market still does not use any mark. So that's what we're playing for. We have the best brand. We have the best products and services and the best ability to be able to deliver.
And with products like Fastlane not only delivering a reboarding opportunity for our customers, but that stat that I put in earlier around 40% of unrecognized customers coming through and taking a Fastlane experience now gives us an opportunity to be able to remarket to them and turn them into PayPal customers. So step one, 60% of the market is nonconsumption. And I think we've got a leading opportunity there. On the other 40%, we're still the leading player.
And to be, again, transparent and I've said this before, we have not delivered the innovation and the experience that I would expect and that our customers expect. We are doing that now. Improvement in the app, an improvement in the branded experience, reducing latency by 50%, investing in passwordless opportunities and pass keys will improve the conversion rate and improve the experience and then creating value-added opportunities and an increased value proposition for our consumers with rewards. I think we're the only player out there at the scale that we have to provide that end-to-end experience.
And again, we provide everything for our customers. It's rewards. It's buy now, pay later. It's a debit experience.
And back to what I mentioned earlier on the call, with an omnichannel play now, PayPal can be the solution that you can use anytime anywhere. So our ability to now start to play in an offline world and take the same brand and the same experience to every purchase, I think, is something that, again, gets me excited. But we've got to prove it, and we've got to continue to execute and create great experiences in the market for our customers.'