2012 Mobile Banking Trends 2012 Google
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2012 Mobile Banking Trends 2012 Google

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2012 Mobile Banking Trends 2012 Google

2012 Mobile Banking Trends 2012 Google

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2012 Mobile Banking Trends 2012 Google 2012 Mobile Banking Trends 2012 Google Presentation Transcript

  • Google Confidential and Proprietary 11 Mobile banking trends Google, U.S. October 2012
  • Google Confidential and Proprietary 22 Getting mobile right is more important than ever Source: Google Our Mobile Planet Study 2012, J.D. Power Associates Retail Bank New Account Study 2011, Google “What Users Want From Mobile” Study 2012 Acquisition Service Retention 40% 48% 1in6 of consumers will turn to a competitor’s site if yours is not mobile- optimized feel frustrated, annoyed and believe “the company doesn’t care about my business” when a site doesn’t work well on a mobile phone people switching banks say a poor mobile banking experience prompted them to shop for a new bank
  • Google Confidential and Proprietary 33 Consider how consumers navigate your brand Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 46% consumers that start banking activity on one device continue later on another 98% will move between devices within the same day
  • Google Confidential and Proprietary 44 Consumers don’t live (nor bank) in a vacuum Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 34%of consumers have started a banking activity on their desktop and picked it up later on another device. 6% 28%
  • Google Confidential and Proprietary 55 Smartphones are the most common starting point Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 3% 56% 59%of consumers have started a banking activity on their phone and picked it up later on another device.
  • Google Confidential and Proprietary 66 Tablet usage mirrors desktop more than mobile Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 3% 14% 15%of consumers have started a banking activity on their tablet and picked it up later on another device. 1%
  • Google Confidential and Proprietary 77 Search is the bridge between devices Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 63% of users return to search when switching devices. 52% will navigate directly to the website.
  • Google Confidential and Proprietary 88 First impressions in mobile count Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 66%of users find mobile sites through search 61%will go to another site if they can’t find what they’re looking for immediately (optimized or not) 79%of those that try again will return to search, but are 5x more likely to abandon the task 36%feel like they’ve wasted their time if they can’t navigate easily around your site
  • Google Confidential and Proprietary 99 What do mobile users want from their bank? 1 They want to find you Source: Google “What Users Want From Mobile” Study 2012 76% Look up branch locations 65% Looking up branch hours 61% Want to call customer service 0% 100% 200% 300% 400% 500% 600% Jan'11 Apr'11 Jul'11 Oct'11 Jan'12 Apr'12 Jul'12 Query growth
  • Google Confidential and Proprietary 1010 What do mobile users want from their bank? 2 They want to manage their money Source: Google “What Users Want From Mobile” Study 2012 77% Check account balances 61% Log into their account 51% Pay bills 51% Transfer money
  • Google Confidential and Proprietary 1111 41%53% Download mobile app 48% looking for social network page(s) play a video about the company What do mobile users want from their bank? 3 They want to learn more about you / interact with you Source: Google “What Users Want From Mobile” Study 2012
  • Google Confidential and Proprietary 1212 9% 9% 9% 7% 29% 18% 13% 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% Bank of America Chase Citi Wells Fargo Used a mobile phone as part of the bank research process Did not use a mobile phone Mobile research is the differentiator % of all new deposit accounts opened Source: Compete Credit Cards Study, 2012 54% that researched on a mobile phone applied in a branch 28% that researched on a mobile phone applied on a desktop
  • Google Confidential and Proprietary 1313 What are mobile users looking for when shopping for a bank? 42% Compare interest rates Source: Compete Credit Cards Study, 2012 39% Compare account features 35% Promotions or offers 30% Contact the bank 29% Locate a branch 19% Begin opening an account