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Mobile is Mainstream; Consumers Use to Locate ATMs, Check Account Balances, Make Credit Card Transactions
Wednesday, April 9, 2014 7:00 AM

Mobile is now mainstream and a recent AlixPartners study finds that 60 percent of smartphone/tablet users report that mobile banking capabilities is either “important” or “extremely important” in their decision to switch financial institutions. Another survey by Tapjoy, a monetization and distribution services provider for mobile applications, finds that locating ATM, general banking actions such as paying bills, checking account balances, etc., and making credit card transactions are the top three finance-related activities on mobile.

Tapjoy’s survey of users from its network of 450 million mobile consumers also finds that “mobile money managers” skew towards males (56 percent) with a household income of more than $75,000 (37 percent). Of these money managers, 56 percent make purchases on their mobile devices at least once per month.

Additionally, the survey found that after viewing a finance ad, consumers were most likely to visit a website, download an app or call to learn more about the advertised content.