Mobile banking CRM statistics revealed

Published on 27 July 2012 by in Latest News

mobile banking crm Mobile banking CRM statistics revealed

The use of mobile for customer service is not just limited to the logistics or retail industry and a new report from Forrester has highlighted in the increasing rise of mobile banking. A survey from the respected research house has discovered that 20 per cent of Western European internet users are currently using their smartphone to manage their banking affairs. The research, which interviewed 13,600 consumers found that nine per cent of users accessed mobile banking websites, while five per cent used applications on their smartphone to manage their current or savings account.

In the United Kingdom, the adoption of mobile banking applications was only two per cent, although Forrester noted that this was due to the fact that many UK institutions were slow to offer apps for the Android and iOS platform.

The survey also uncovered the various behaviour of those using mobile banking apps, discovering that 36 per cent of app users transferred funds between accounts, while 24 per cent had used the service to send money to family or friends.

Speaking about the research, Forrester eBusiness analyst Benjamin Ensor commented:

“The longer we spend researching mobile banking, the more convinced I become that mobile banking is the most important innovation, or cluster of innovations, in retail banking in years, arguably in a century.”

The research proves to be compelling reading for those interested in financial customer service CRM, offering up a persuasive case as to the growing importance of catering to a mobile audience. Indeed, the Forrester report went on to describe mobile banking as ‘a bigger strategic shift for the industry than home-based online banking’. Meanwhile, Mobile Marketing Magazine commented that ‘banks need mobile banking to provide a platform for mobile payments and to protect their retail payments businesses from digital disruption.’

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