Consumers are comfortable using their smartphones to engage in a whole host of activities, including shopping, visiting their favorite social media sites, and checking email, but are not fully embracing mobile banking. It’s partly because of their concerns of the security of their devices, but also in part due to a standing belief hat they simply don’t need it. FSI must address the existing disparities between the benefits of mobile banking and its usage.
Scope and Themes
What you need to know
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
The consumer
Desired banking app features
Age differences
Women need more information to consider mobile banking
Parents are users of mobile banking
Hispanics use mobile banking on their smartphone
Main challenges of mobile banking
What we think
Issues and Insights
How can mobile banking be relevant to consumers?
The issues
The implications
What are the benefits of mobile banking for FSI?
The issues
The implications
Trend Applications
Trend: Click and Connect
Trend: Experience is All
Market Drivers
Key points
Use of the internet in daily routines
Figure 1: Attitudes toward internet and technology, by age, August 2013-September 2014
Increasing ownership of handheld devices
Figure 2: US mobile phone sales and forecast, 2012-17
Figure 3: US tablet unit sales, 2012-17
Non-financial companies are entering the industry
Leading Companies
Key points
American Express
Capital One
USAA
Innovations and Innovators
Smartwatch
Google Glass
Photo bill pay
Marketing Strategies
Overview
Theme: Mobile banking features
SunTrust
Figure 4: SunTrust, online ad, 2014
TD Bank Financial Group
Figure 5: TD Bank Financial Group, online ad, 2014
Attitudes toward Mobile and Online Banking
Key points
Online banking is used more than mobile banking
Figure 6: Attitudes toward mobile and online banking, by age, September 2014
Parents are more likely to use mobile banking than non-parents
Figure 7: Attitudes toward mobile and online banking, by presence of children in household, September 2014
Hispanics are more likely to do their banking on their smartphone
Figure 8: Attitudes toward mobile and online banking, by race/Hispanic origin, September 2014
Usage of FS Mobile Apps
Key points
Young consumers use FS mobile apps the most
Figure 9: Usage of mobile banking apps, by age, October 2014
Parents use mobile apps on their smartphones
Figure 10: Usage of mobile banking apps, by presence of children in household, October 2014
Hispanic consumers use banking apps on their smartphones
Figure 11: Usage of mobile banking apps, by race/Hispanic origin, October 2014
Comfort with Mobile Banking Apps
Key points
Women are less comfortable with mobile banking apps
Figure 12: Level of comfort using mobile banking apps, by gender and age, October 2014
Parents are comfortable with mobile banking apps
Figure 13: Level of comfort using mobile banking apps, by presence of children in household, October 2014
Hispanics are the most comfortable with FS mobile apps
Figure 14: Level of comfort using mobile banking apps, by race/Hispanic origin, October 2014
Reasons for Not Using Mobile Banking Apps
Key points
Consumers don’t trust the security of mobile banking
Figure 15: Reasons for not using mobile banking apps, by gender and age, October 2014
Lack of awareness of the benefits of mobile banking
Figure 16: Reasons for not using mobile banking apps, by race/Hispanic origin, October 2014
Popular Mobile Banking Features
Key points
Consumers use mobile banking to monitor their account
Figure 17: Mobile banking apps features already use, by age, October 2014
Parents are utilizing key features of mobile banking
Figure 18: Mobile banking apps features already use, by presence of children under 18 in household, October 2014
Hispanics are engaged mobile banking users
Figure 19: Mobile banking apps features already use, by race/Hispanic origin, October 2014
No fees is preferred
Figure 20: Amount per transaction willing to pay for online and mobile transactions, October 2014
Mobile Banking App Features in Demand
Key points
Consumers want a feature notifying them of rewards and discounts
Figure 21: Interest in mobile banking features, by age, October 2014
Parents want tools to help them manage their finances
Figure 22: Interest in mobile banking features, by presence of children under 18 in household, October 2014
Hispanics and Blacks have different mobile banking needs
Figure 23: Interest in mobile banking features, by race/Hispanic origin, October 2014
Website: Acute Market Reports
Scope and Themes
What you need to know
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
The consumer
Desired banking app features
Age differences
Women need more information to consider mobile banking
Parents are users of mobile banking
Hispanics use mobile banking on their smartphone
Main challenges of mobile banking
What we think
Issues and Insights
How can mobile banking be relevant to consumers?
The issues
The implications
What are the benefits of mobile banking for FSI?
The issues
The implications
Trend Applications
Trend: Click and Connect
Trend: Experience is All
Market Drivers
Key points
Use of the internet in daily routines
Figure 1: Attitudes toward internet and technology, by age, August 2013-September 2014
Increasing ownership of handheld devices
Figure 2: US mobile phone sales and forecast, 2012-17
Figure 3: US tablet unit sales, 2012-17
Non-financial companies are entering the industry
Leading Companies
Key points
American Express
Capital One
USAA
Innovations and Innovators
Smartwatch
Google Glass
Photo bill pay
Marketing Strategies
Overview
Theme: Mobile banking features
SunTrust
Figure 4: SunTrust, online ad, 2014
TD Bank Financial Group
Figure 5: TD Bank Financial Group, online ad, 2014
Attitudes toward Mobile and Online Banking
Key points
Online banking is used more than mobile banking
Figure 6: Attitudes toward mobile and online banking, by age, September 2014
Parents are more likely to use mobile banking than non-parents
Figure 7: Attitudes toward mobile and online banking, by presence of children in household, September 2014
Hispanics are more likely to do their banking on their smartphone
Figure 8: Attitudes toward mobile and online banking, by race/Hispanic origin, September 2014
Usage of FS Mobile Apps
Key points
Young consumers use FS mobile apps the most
Figure 9: Usage of mobile banking apps, by age, October 2014
Parents use mobile apps on their smartphones
Figure 10: Usage of mobile banking apps, by presence of children in household, October 2014
Hispanic consumers use banking apps on their smartphones
Figure 11: Usage of mobile banking apps, by race/Hispanic origin, October 2014
Comfort with Mobile Banking Apps
Key points
Women are less comfortable with mobile banking apps
Figure 12: Level of comfort using mobile banking apps, by gender and age, October 2014
Parents are comfortable with mobile banking apps
Figure 13: Level of comfort using mobile banking apps, by presence of children in household, October 2014
Hispanics are the most comfortable with FS mobile apps
Figure 14: Level of comfort using mobile banking apps, by race/Hispanic origin, October 2014
Reasons for Not Using Mobile Banking Apps
Key points
Consumers don’t trust the security of mobile banking
Figure 15: Reasons for not using mobile banking apps, by gender and age, October 2014
Lack of awareness of the benefits of mobile banking
Figure 16: Reasons for not using mobile banking apps, by race/Hispanic origin, October 2014
Popular Mobile Banking Features
Key points
Consumers use mobile banking to monitor their account
Figure 17: Mobile banking apps features already use, by age, October 2014
Parents are utilizing key features of mobile banking
Figure 18: Mobile banking apps features already use, by presence of children under 18 in household, October 2014
Hispanics are engaged mobile banking users
Figure 19: Mobile banking apps features already use, by race/Hispanic origin, October 2014
No fees is preferred
Figure 20: Amount per transaction willing to pay for online and mobile transactions, October 2014
Mobile Banking App Features in Demand
Key points
Consumers want a feature notifying them of rewards and discounts
Figure 21: Interest in mobile banking features, by age, October 2014
Parents want tools to help them manage their finances
Figure 22: Interest in mobile banking features, by presence of children under 18 in household, October 2014
Hispanics and Blacks have different mobile banking needs
Figure 23: Interest in mobile banking features, by race/Hispanic origin, October 2014
Website: Acute Market Reports
