Build your digital banking strategy on a mobile-first foundation
Increasingly success with digital banking demands that banks and credit unions must cover every bet. Americans' love affair with smartphones must be catered to, of course, but financial marketers must make sure consumers' financial desktop experience remains state of the art.
The fast pace of smartphone adoption in the U.S. and globally is well-known, though how this impacts banks and credit unions is yet to be fully understood. But some strategic responses have begun to come into focus.
A Citibank survey of 2,000 U.S. adults found that 31% of consumers use their mobile banking most often out of all the apps they have, coming behind only social media apps (55%) and weather apps (33%). So the importance of mobile banking is clear. But what remains to be determined is how financial institutions can best use the mobile experience to preserve their role in consumers’ financial lives and remain relevant in the ever-changing digital buying landscape.
1. Which Route? Mobile Responsive Website vs. Mobile App
Banking consumers have different needs and they access information in different ways at different times during their digital buying journey. Often those varied actions impact whether they will be using a mobile device to view your mobile website or to access your mobile app.
For example, when a user knows your brand, and perhaps already does business with your institution, they will be much less likely to visit your actual website via a mobile device. So, with existing customers, you will likely see significantly more mobile traffic via your mobile app. Some experts estimate that over 80% of mobile banking customers use mobile banking apps, when there is a choice.
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