November 16, 2016

Why mobile banking is the domain of true digital natives

Ben Martin
Director, International Marketing Insights
The growth of mobile time within the overall media mix has created new touchpoints for all digital businesses. As users grow in comfort with these almost omnipresent devices, the range of tasks performed on smartphones and tablets expands, and for users who can overcome historic concerns around trust and security of transacting on these platforms, the opportunities and convenience lead to comprehensive mobile activity. People who bank on mobile devices once a month or more exhibit extreme digital native qualities:

*'Mobile Bankers': people who access bank accounts on mobile at least once in a month.

Mobile Bankers are likely to be younger

Just over 30% of the total population uses mobile banking ever in a month, but for younger demographics this figure rises to almost 45% of users, as generations that have grown up in a mobile world are quicker to adopt mobile activities.

They are more comfortable performing tasks on mobile

Even for mass-appeal activities such as weather and social networking, mobile bankers are more likely than the overall population to turn to mobile screens. This is even more pronounced when considering tasks that require a greater level of comfort with the platform, such as electronic payments or watching TV and video content.

Mobile Bankers turn to handheld screens for ads & retail

The increased level of trust mobile bankers place in their handheld devices means they are considerably more likely than the general population to be influenced by, or choose to interact with advertising and retail features on their mobile devices, closing the ‘m-commerce gap’ between minutes and retail spend that exists more generally.