In the annual report of Abi Lab the photography of users of Mobile Banking
The bank on the move is even more customer-friendly. With the emergence of new technologies, in fact, banks have been able to seize the opportunities linked to the development of this channel from the very beginning, calibrating the offer with the expectations of the customer who is increasingly used to doing anything from Smartphone and Tablet. With this in mind, the Abi Lab-Doxa study, contained in the Annual Report on Mobile Banking, created by the Abi Lab Consortium in collaboration with the School of Management of the Politecnico di Milano, analyzes and describes the perception and behavior of Mobile Banking users to understand the real ones needs and expectations.
Mobile Banking's customer profile
From the analysis, carried out on a sample of Italian Mobile Banking users, representative of the Italian population who access the Internet and carry out operations (even if only consultative) on the App or Mobile Site, it emerges that the Smartphone and Tablet are preferred for operations and payments. especially users in the 18-34 age group, i.e. millennials. The pink share is 43%. In addition, mobile customers are equipped with high levels of education: 43%, in fact, have a high school diploma and 23% a degree. Everyone has a smartphone, 92% a portable Personal Computer, about 83% a Tablet and 67% a desktop PC and a smart TV. As regards the habits and frequency of use of Mobile Banking, the morning is confirmed as the preferred time of day and the home is the ideal place to operate on the move. The research points out that nearly 90% of the sample of mobile customers have a current account and an ATM card, 72% a credit card, 67% a prepaid card, 47% investment products and 40% a deposit account.
The most used services
According to the research, 89% of active users make use of both information operations (current account balance, deposit account, geolocation services, etc.), and devices (bank transfers, F24, salaries, etc.); 2% operate only at the device level and 9% are dedicated solely and exclusively to information operations. The Smartphone is the preferred device compared to PCs and tablets both for searching the nearest ATM or branch (for 69% of the sample) and for checking the balance and the list of current account, deposit account and securities account (for 48%). On the front of the most innovative features introduced more recently, the direct money transfer service between people (P2P) was used by 24% of the sample: among those who have never used this type of service, 47% declared that they were enough or very inclined to use them. Users are on average very satisfied with the typical characteristics of the Mobile: all the options proposed have an average score higher than 7 (scale from 1 to 10). The most popular services are those capable of increasing the speed and security of authentication operations and authorization of device operations such as fingerprint recognition and face recognition with the camera.