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July 12, 2010 (updated August 23, 2010) What Financial Functionality US Consumers Want On Mobile DevicesNail The Basics To Quickly Expose The Value Of The Channelby Emmett Higdon, Peter Wannemacher with Benjamin Ensor, Julie A. Ask, Serena Goldberg, Brendan McGowan |
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Executive Summary
In the US, adoption of mobile financial services is rising: 11% of US online adults are now mobile bankers and 7% of those with investment accounts are mobile investors, although just 3% of online adults have interacted with their insurer via mobile in the past three months. Those who don't use mobile financial services point to mobile functionality basics such as balance updates, alerts, and money transfers as compelling reasons to try. Two groups, in particular, show well-above-average interest in such mobile functionality: smartphone owners and young people. For financial eBusiness executives, landing these users — and attracting a broader overall user base — hinges on getting the basics right and differentiating with easy-to-use, straightforward functionality that helps customers meet their everyday financial needs.
TABLE OF CONTENTS
- Mobile Financial Services Adoption Is On The Rise
- Two Groups Show The Most Interest In Mobile
- New Delivery Channel Doesn't Change Consumers' Need For Basic Services
RECOMMENDATIONS
- To Win The Day, Focus Mobile Strategies On The Basics
- Supplemental Material
- Related Research Documents
This is an excerpt
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