Though increasing adoption rates seem to have settled the question of demand for mobile banking services, the ROI of mobile banking has proved more elusive. Mobile banking, which may not be perceived to produce direct revenue, must be evaluated by indirect results. Accordingly, Fiserv in conjunction with Raddon Financial Group studied mobile banking users, online users, and branch-only users, and compared their product usage, transaction frequency, attrition rates, and revenue generation.
The study found that mobile banking currently offers financial institutions significant ROI with the unrealized potential being in the millions for the average bank or credit union. The value was determined by comparing key attributes in the three months before and after consumers enrolled in mobile banking. The year-long aggregated analysis was conducted at select banks and credit unions using the Mobiliti™ banking and payments solution from Fiserv.
Eight credit unions and nine banks across a range of asset sizes up to $3 billion participated. The exhaustive, one-year study anonomously tracked the activity of 240,000 credit union members and 283,721 bank customers. Respectively, these included about 27,000 and 39,000 mobile users.
The objective of the study was to assess specific return on the mobile investment. Non-users of mobile services served as a control.continue reading »