Tendencias de Mobile Banking en EEUU por Google.

1. Mobile banking trends
Google, U.S.
October 2012
Google Confidential and Proprietary 1

2. Getting mobile right is more important
than ever
Acquisition Service Retention
40% 48% 1in6
of consumers will turn feel frustrated, people switching banks
to a competitor’s site annoyed and believe say a poor mobile
if yours is not mobile- “the company doesn’t banking experience
optimized care about my prompted them to
business” when a site shop for a new bank
doesn’t work well on a
mobile phone
Source: Google Our Mobile Planet Study 2012, J.D. Power Associates Retail Bank New Account Study 2011, Google
Google Confidential and Proprietary 2
“What Users Want From Mobile” Study 2012

3. Consider how consumers navigate your brand
46% 98%
consumers that start banking will move between devices
activity on one device continue within the same day
later on another
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 3

4. Consumers don’t live (nor bank) in a vacuum
28%
34%
of consumers have started a banking
activity on their desktop and picked
it up later on another device.
6%
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 4

5. Smartphones are the most common
starting point
56%
59%
of consumers have started a
banking activity on their phone
and picked it up later on
another device.
3%
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 5

6. Tablet usage mirrors desktop more than mobile
14%
15%
of consumers have started a
banking activity on their tablet
1%
and picked it up later on
another device.
3%
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 6

7. Search is the bridge between devices
63% 52%
of users return to search when will navigate directly
switching devices. to the website.
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 7

8. First impressions in mobile count
66%
of users find mobile
61%
will go to another site if
79%
of those that try again will
36%
feel like they’ve wasted their
sites through search they can’t find what they’re return to search, but are 5x time if they can’t navigate
looking for immediately more likely to abandon easily around your site
(optimized or not) the task
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012 Google Confidential and Proprietary 8

9. What do mobile users want from their bank?
1 They want to find you
Query growth
600%
76%
Look up branch locations
500%
400%
65%
300% Looking up branch hours
200%
100% 61%
Want to call
customer service
0%
Jan'11 Apr'11 Jul'11 Oct'11 Jan'12 Apr'12 Jul'12
Source: Google “What Users Want From Mobile” Study 2012 Google Confidential and Proprietary 9

10. What do mobile users want from their bank?
2 They want to manage their money
77% 61% 51% 51%
Check account Log into Pay bills Transfer
balances their account money
Source: Google “What Users Want From Mobile” Study 2012 Google Confidential and Proprietary 10

11. What do mobile users want from their bank?
3 They want to learn more about you / interact with you
53% 48% 41%
Download looking for social play a video about
mobile app network page(s) the company
Source: Google “What Users Want From Mobile” Study 2012 Google Confidential and Proprietary 11

12. Mobile research is the differentiator
% of all new deposit accounts opened
40%
35% 54%
that researched on a
30% mobile phone applied
in a branch
25%
29%
20%
18%
28%
that researched on a
15% 13% mobile phone applied
10% on a desktop
10%
Used a mobile phone as part
5% 9% 9% 9% 7% of the bank research process
0% Did not use a mobile phone
Bank of Chase Citi Wells Fargo
America
Source: Compete Credit Cards Study, 2012 Google Confidential and Proprietary 12

13. What are mobile users looking for when
shopping for a bank?
42% 39% 35%
Compare interest rates Compare account features Promotions or offers
30% 29% 19%
Contact the bank Locate a branch Begin opening an account
Source: Compete Credit Cards Study, 2012 Google Confidential and Proprietary 13