Consumers appear to be becoming more comfortable with the idea of mobile banking, according to a new survey by Luth Research on behalf of the Mobile Marketing Association. Online marketers should take note as the findings bode well for the future of transactional-based mobile marketing techniques.
Of the 1,000 U.S. adults surveyed, 92% owned a mobile phone and 19% of those said they currently conducted banking via their devices. That figure equates to 17% of all American adult consumers.
The MMA survey results also suggested that usage will grow to 22% by the end of 2011.
The main channel via which mobile users interacted with their bank was via mobile Internet access (11%) followed by SMS (8%) and mobile app (5.5%). Over the coming year the use of mobile web browsers to access banking is expected to remain the preferred channel rising to 14% while mobile app use will grow to 8.5% and SMS remain static.
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