Gaps in smartphone apps revealed in new research

Published on 30 August 2012 by in Latest News

brands twitter Gaps in smartphone apps revealed in new research

Research into the mobile banking sector has discovered that only 23 per cent of smartphone owners use a handset such as the iPhone to manage their finances. The study from Auriemma Consulting Group uncovered the statistic after an investigation into consumer app use across applications from the major High Street banks. The take up of mobile applications was low when compared to 65 per cent of those who accessed online banking from desktop PCs or Macs.

The investigation from Auriemma found that the use of mobile banking varied considerably depending on the user’s need. 69 per cent of those using their mobile for banking reviewed account balances, while 48 per cent viewed their most recent transactions (via a desktop, these figures grew to 88 and 72 per cent respectively). However, only 18 per cent used mobile banking to make bill payments, while just one fifth transferred money between accounts.

Speaking about research, Auriemma director Mark Jackson said:

“Given the continued growth forecasted and high consumer usage and engagement with smartphones, the research clearly shows that there are gaps in smartphone banking capabilities.

“Improving smartphone offerings has become necessary for issuers to stay on-par with the competition, and maintain consumer loyalty and engagement over upcoming years. Particularly as the payments industry delivers on consumer demand for mobile payments.”

The news that mobile banking has failed to penetrate into the handset market is at odds with the continued growth of the industry. An unsatisfying customer service experience has been touted as a possible reason for this disconnect across the different channels.

You can discover our work with customer experience management mobile applications here.

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