July 22, 2008

Consumers Are Apathetic About Mobile Banking

A Lack Of Urgency And Availability Of Other Channels Holds Back Adoption

This is the sixth document in the "Mobile Financial Services" series.

by Emmett Higdon

with Catherine Graeber, Courtney Tincher

Executive Summary (This is a document excerpt)

Despite their bank or credit union imploring them to "bank anytime, anywhere," online bankers and bill payers are uninterested in the mobile banking pitch. And while Gen X and Gen Y are slightly more receptive, the vast majority of online users are simply not interested in mobile banking. Sizeable advertising budgets by the top banks have generated awareness of the service, but mobile banking's duplication of online banking functionality is failing to drive significant adoption. Why? Online bankers and bill payers don't see their transactions as urgent enough to warrant mobile access. Instead, they prefer to wait until they can access the Web, ATM, or phone channel.

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