Intuit Survey: Mobile Banking Is Pathway to Profits
Think digital banking is only for Gen Y and younger? Think again, think older. Much older.
That is the sharp message contained in a new report from Intuit on the ongoing digital banking revolution. The other key finding: mobile banking is a pathway to profitability.
An ongoing temperature reading of digital banking habits, the Intuit report is filed quarterly by the Mountain View, Calif.-based financial software company. It is filed with factoids, such as this: “people who bank online and via their mobile and tablet devices log in about 30 times a month and are more profitable to a financial institution than those who don’t bank digitally. “
In an interview, Intuit senior analyst Jason Weinick elaborated that retention rates for members who use mobile banking services are sharply higher than for those who are online banking only customers. For the latter, year on year retention is around 95%. For the mobile cohort, it is 97% to 98%, said Weirick.
Another data point offered by Weinick: about 40% of active online banking members also use the mobile channel. And 10% of the online members are detaching from computers, becoming mobile only members. That, indicated Weinick, is a trend financial institutions need to monitor because, in most installations, mobile banking uses online banking data and cannot function as a standalone channel.
The study also found that “When looking at boomers and seniors ... they log in 11 and 12 times a month respectively. And, these consumers access their financial information every third day.”
Added Weinick: “We are seeing more use of online and mobile bill pay by Baby Boomers and seniors than we are by Gen X and Gen Y.”