Knowing in depth how the customer moves on digital channels is central to the investment strategies and programs of the banking world. With this in mind, the ABI Lab-Doxa survey - conducted with online interviews in March 2022 - analyzes and describes the perception and behavior of mobile and internet banking users to understand their main needs and expectations. As part of the survey this year there is a specific focus on the behavior of early millennials (18-30 years), millennials (31-44 years), generation X (45-54 years) and boomers (55-74 years) customers .
Most used operations and services
According to the research, the computer and the smartphone are now equivalent in terms of use for digital operations, in fact, the choice of the device is mainly dictated by the context in which the operation is appropriate: for fast, simple and routine operations the use falls more towards the smartphone, if the operation is linked to a "dedicated time", and is considered more complex and demanding, there is a tendency to use the computer more.
The analysis shows that for information operations such as balance and movements (current account, cards, deposit account, securities account and investment situations) the use of the mobile banking channel via smartphone (used by over 65% of users of the service) prevails, the percentage rises to over 78% for the millennial generation bracket), while for the dispositive operations such as wire transfers, bill payment and instant transfers, the survey emphasizes a balance between the two channels (for these services, among the younger generations - such as early millennials and millennials - the predisposition to use mobile devices is growing).
The share of active customers on mobile and internet banking who opened the relationship with the bank exclusively in digital mode is up compared to the pre-pandemic period (40%). This share is constant among all generational "groups" except for boomers, who have lower percentages. In general, current accounts and cards are confirmed as the most subscribed products online at the first contact.
On average, 2 out of 10 respondents declare that they have left a score, a comment, or that they have shared their experience of using mobile banking applications on the various platforms where apps can be downloaded (app stores).
Finally, the ABI Lab-Doxa study points out that for 1 in 2 interviewees there does not seem to be a differential perception of security based on the device used: smartphone
and computers are considered equally safe. However, there are generational differences: the computer generates more security among the boomers, the smartphone among the early millennials. In the range of possible control and security tools, young people feel safer to use biometric systems; boomers, on the other hand, prefer traditional tools (access codes and passwords).
The knowledge of online security solutions, on which banks have implemented important actions in the last two years, is growing (66%). In this context, banking apps continue to be recognized as the safest.
According to the research, satisfaction with digital banking services remains high, with no particular differences between generations. Compared to the past, the share of those who declare having reported problems in the use of these services has decreased (22%). Of these, 40% indicate the call center as the channel for reporting the problem.