Consumers fail to check out mobile banking

Analyst finds 'limited interest' in mobile phone-based offerings

Robert Jaques, vnunet.com 24 Apr 2007

Despite renewed efforts on the part of financial institutions, overall interest in mobile banking services is limited, new research claims.

A report published today by Jupiter Research found that just eight per cent of US online consumers who own a mobile phone are interested in using mobile browsing to check account balances.

The study suggested that major US banks, which are working to expand mobile banking offerings, should experiment with services that play to the strengths of the mobile channel's characteristics.

"The current buzz around mobile banking is fuelled by financial institutions' desires to expand their customer relationships to the mobile channel, rather than by consumer demand," said Jupiter Research analyst Asaf Buchner.

"Banks have to identify potential early adopters and educate these customers about the value of mobile services."

When developing mobile strategies, banks are advised to consider the availability of mobile technologies (SMS, mobile browsing and client applications) as well as the characteristics of mobile interactions.

"Banks should not offer mobile services that aim to mirror or duplicate the online experience," said David Schatsky, president of Jupiter Research.

"Online banking brought consumers the convenience of banking anytime. Mobile banking can add an anywhere element, but banks should identify where such ubiquity is crucial."

The study identified younger consumers as potential early adopters of the services. Other interested demographics include consumers who are already using mobile browsing, as well as "under-banked" consumers who might not be banking online at all.

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