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 St...
Google Confidential and Proprietary 33
Consider how consumers navigate your brand
Source: Google & Ipsos Multi-Screen User ...
Google Confidential and Proprietary 44
Consumers don’t live (nor bank) in a vacuum
Source: Google & Ipsos Multi-Screen User...
Google Confidential and Proprietary 55
Smartphones are the most common
starting point
Source: Google & Ipsos Multi-Screen U...
Google Confidential and Proprietary 66
Tablet usage mirrors desktop more than mobile
Source: Google & Ipsos Multi-Screen Us...
Google Confidential and Proprietary 77
Search is the bridge between devices
Source: Google & Ipsos Multi-Screen User Behavi...
Google Confidential and Proprietary 88
First impressions in mobile count
Source: Google & Ipsos Multi-Screen User Behavior ...
Google Confidential and Proprietary 99
What do mobile users want from their bank?
1 They want to find you
Source: Google “Wh...
Google Confidential and Proprietary 1010
What do mobile users want from their bank?
2 They want to manage their money
Sourc...
Google Confidential and Proprietary 1111
41%53%
Download
mobile app
48%
looking for social
network page(s)
play a video abo...
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
Chas...
Google Confidential and Proprietary 1313
What are mobile users looking for when
shopping for a bank?
42%
Compare interest r...
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2012 Mobile Banking Trends 2012 Google

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2012 Mobile Banking Trends 2012 Google

  1. 1. Google Confidential and Proprietary 11 Mobile banking trends Google, U.S. October 2012
  2. 2. 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
  3. 3. 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
  4. 4. 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%
  5. 5. 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.
  6. 6. 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%
  7. 7. 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.
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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

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