2012 Mobile Banking Trends 2012 Google

1. Google Confidential and Proprietary 11
Mobile banking trends
Google, U.S.
October 2012

2. Google Confidential and Proprietary 22
Getting mobile right is more important
than ever
Source: Google Our Mobile Planet Study 2012, J.D. Power Associates Retail Bank New Account Study 2011, Google
“What Users Want From Mobile” Study 2012
Acquisition Service Retention
40% 48% 1in6
of consumers will turn
to a competitor’s site
if yours is not mobile-
optimized
feel frustrated,
annoyed and believe
“the company doesn’t
care about my
business” when a site
doesn’t work well on a
mobile phone
people switching banks
say a poor mobile
banking experience
prompted them to
shop for a new bank

3. Google Confidential and Proprietary 33
Consider how consumers navigate your brand
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
46%
consumers that start banking
activity on one device continue
later on another
98%
will move between devices
within the same day

4. Google Confidential and Proprietary 44
Consumers don’t live (nor bank) in a vacuum
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
34%of consumers have started a banking
activity on their desktop and picked
it up later on another device.
6%
28%

5. Google Confidential and Proprietary 55
Smartphones are the most common
starting point
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
3%
56%
59%of consumers have started a
banking activity on their phone
and picked it up later on
another device.

6. Google Confidential and Proprietary 66
Tablet usage mirrors desktop more than mobile
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
3%
14%
15%of consumers have started a
banking activity on their tablet
and picked it up later on
another device. 1%

7. Google Confidential and Proprietary 77
Search is the bridge between devices
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
63%
of users return to search when
switching devices.
52%
will navigate directly
to the website.

8. Google Confidential and Proprietary 88
First impressions in mobile count
Source: Google & Ipsos Multi-Screen User Behavior Study, 2012
66%of users find mobile
sites through search
61%will go to another site if
they can’t find what they’re
looking for immediately
(optimized or not)
79%of those that try again will
return to search, but are 5x
more likely to abandon
the task
36%feel like they’ve wasted their
time if they can’t navigate
easily around your site

9. Google Confidential and Proprietary 99
What do mobile users want from their bank?
1 They want to find you
Source: Google “What Users Want From Mobile” Study 2012
76%
Look up branch locations
65%
Looking up branch hours
61%
Want to call
customer service
0%
100%
200%
300%
400%
500%
600%
Jan'11 Apr'11 Jul'11 Oct'11 Jan'12 Apr'12 Jul'12
Query growth

10. Google Confidential and Proprietary 1010
What do mobile users want from their bank?
2 They want to manage their money
Source: Google “What Users Want From Mobile” Study 2012
77%
Check account
balances
61%
Log into
their account
51%
Pay bills
51%
Transfer
money

11. Google Confidential and Proprietary 1111
41%53%
Download
mobile app
48%
looking for social
network page(s)
play a video about
the company
What do mobile users want from their bank?
3 They want to learn more about you / interact with you
Source: Google “What Users Want From Mobile” Study 2012

12. Google Confidential and Proprietary 1212
9% 9% 9% 7%
29%
18%
13%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Bank of
America
Chase Citi Wells Fargo
Used a mobile phone as part
of the bank research process
Did not use a mobile phone
Mobile research is the differentiator
% of all new deposit accounts opened
Source: Compete Credit Cards Study, 2012
54%
that researched on a
mobile phone applied
in a branch
28%
that researched on a
mobile phone applied
on a desktop

13. Google Confidential and Proprietary 1313
What are mobile users looking for when
shopping for a bank?
42%
Compare interest rates
Source: Compete Credit Cards Study, 2012
39%
Compare account features
35%
Promotions or offers
30%
Contact the bank
29%
Locate a branch
19%
Begin opening an account