IAB: 58 per cent of Americans use mobile banking apps | Mobile Payments | Mobile Entertainment

IAB: 58 per cent of Americans use mobile banking apps

IAB: 58 per cent of Americans use mobile banking apps
Zen Terrelonge


Payments / Banking / April 15th 2013 at 12:38PM

But 52 per cent say they want a concrete guarantee their transactions are safe before using mobile banking more often.

One billion people are expected to use mobile banking by 2017, while NatWest and RBS recently strengthened their mobile solutions with in-app customer service tools.

IAB now finds that 58 per cent of Americans user their bank's mobile app, while 50 per cent use their bank's mobile website. Meanwhile, 25 per cent are aware of the app and 26 per cent are aware of the site, though they're yet to use them.

Popular payment activities include:
* Paying mobile phone bills (42%) or other bills due for payment (46%)
* Paying a business for real-world goods/services, such as coffee via a pre-paid card on the phone (34%)
* Buying tickets for a movie or concert or travel, etc. (37%)
* Paying for digital products such as music, movies or a smartphone app (45%)
* Paying friends or family (19%)

That said, 52 per cent of respondents said they'll only conduct more financial activities from their mobiles if they receive a concrete guarantee their transactions are secure, even in the event of a lost phone. Additionally, 46 per cent want to see better security from the mobile network before using mobile banking regularly.

In terms of leading mobile services, 37 per cent use PayPal, 11 per cent use Mint, nine per cent use Turbotax, eight per cent use Square, and seven per cent use Google Wallet. Meanwhile, calculator apps are the most popular at 72 per cent, followed by tip calculators on 35 per cent.

Anna Bager, VP and GM, Mobile Marketing Center of Excellence, IAB, said: "Clearly, mobile users are leaning into their devices for personal finance assistance wherever and whenever they happen to have a need. Most financial apps already contain rock-solid security, but consumers seem not to be as plugged into that fact, and that knowledge gap can make all the difference in driving further usage and adoption. This is an area that financial services marketers should pay attention to in their future campaigns."