In the annual report of Abi Lab the photograph of Internet and Mobile Banking users
The digital transformation taking place in recent years has placed greater emphasis on the centrality of the customer within the banking offer. In this perspective, the Abi Lab-Doxa online survey, contained in the Annual Report on Digital Banking, carried out by the Abi Lab Consortium, analyzes and describes the perception and behavior of Internet and Mobile Banking users to understand their main needs and expectations.
The customer profile of Internet and Mobile Banking
The analysis refers to a sample of Italian citizens using the Internet and Mobile Banking characterized by a significant number of individuals in the age group between 18 and 34 years (millennials represent the 29% of the sample).
Almost all respondents own a smartphone (95%) and a laptop PC or notebook (86%), about 66% owns a tablet, the 57% a fixed PC and the 56% a smart TV. Almost 80% of users access the internet daily via smartphone and / or PC and the average daily time spent online is equal to 2 hours and 18 minutes.
The most used services
According to the research, 88% of the interviewed users carry out information operations (current account balance, cc movements list, deposit account, geolocation services etc.), and / or devices (transfers and account transfers, mobile top-ups, bill payments, F24, prepaid credit card top-up etc.) via PC; the smartphone is used by the 76%, the tablet has a much lower weight equal to 30%.
In terms of specific functionalities, the use of Internet Banking remains predominant over the Mobile Banking. However, the smartphone in particular cuts out an important space for specific operations such as booking an appointment in the branch and mobile recharge, in which there is a slight preference for the PC. Moreover, the 47% data of users who have made transfers and transfers from this device is very significant.
The study highlights the preference of digital channels for information transactions of balance, list of movements, deposit account and movements of credit and debit cards (79%). The branch office, on the other hand, is preferred for certain specific functions: insurance product management and mortgage simulation. In any case, the branch remains the channel chosen for some transactions, above all the subscription of new investment products / services (59%) and the activities related to the purchase and sale of securities (53%).
Users are on average satisfied with the typical characteristics of digital channels: for Mobile, the possibility of using the channel and the ease of use in carrying out operations is particularly appreciated, for the Internet Banking, instead, the customer's perception is focuses in particular on the possibility of carrying out a greater number of operations.
Finally, according to the study, the 37% of the sample has increased the use of Internet Banking since it was active on the Mobile, confirming that the two channels feed on each other.