Mobile Banking Interest is Limited
Just eight percent of online consumers who own a cell phone are interested in using mobile browsing to check account balances, reported JupiterResearch.
In a new report, JupiterResearch advises that major US banks, which are working to expand mobile banking offerings, should experiment with services that leverage the mobile channel’s characteristics to respond to the needs of three key consumers segments.
According to the study, when developing mobile strategies, banks should consider the availability of mobile technologies (SMS, mobile browsing and client application) as well as the characteristics of mobile interactions.
The study identified younger consumers as potential early adopters of the services. Other interested demographics include consumers who are already using mobile browsing as well as “under-banked” consumers who might even not be banking online.
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