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Online and Mobile Banking in the U.S.
Synergistics Research Corporation, Jan 2010, Pages: 166
This study examines consumer usage of online banking, bill payment, and mobile applications and measures the potential for broadening usage of these services. This report involves a United States Survey with 1,000 consumers age 18 or older.
Research Issues
Online banking and bill payment have reached wide usage and are considered by most to be maturing as financial delivery channels. Therefore, many financial institutions are looking beyond acquisition strategies and are now seeking to broaden current usage into other facets of online services such as customer care and account management activities.
Are there opportunities for marketing and cross-selling through this online contact point? To what extent is the online channel being utilized by consumers for handling customer service activities? Where does e-commerce fit in online strategies and what payment options are consumers using for online purchases?
The rapid growth and ongoing development of smartphones continues at a break-neck pace, and there has been a frenzy of activity surrounding mobile banking and payments which allow consumers to perform online financial activities such as balance inquiries, transfers, and loan payments through a mobile phone or other mobile device.
Many financial institutions currently offer mobile banking to their customers and are looking to expand the functionality of this service. As providers delve deeper into online applications and services, do consumer concerns with security and privacy continue to be major barriers to adoption? What types of security measures receive the greatest consumer response? How has adoption of online services impacted other channels? Are users of online banking and mobile banking a single target market or are they separate and distinct segments?
To be successful it is essential for providers to understand the consumer perspective on online and mobile banking in order to broaden usage of these services.
** Please note that due to restrictions this report cannot be sold to clients in the US or Canada**
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