2012 Mobile Banking Trends 2012 Google

Google Confidential and Proprietary 1 1

Mobile banking trends

Google, U.S. October 2012

Google Confidential and Proprietary 2 2

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

Google Confidential and Proprietary 3 3

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

Google Confidential and Proprietary 4 4

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%

Google Confidential and Proprietary 5 5

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.

Google Confidential and Proprietary 6 6

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%

Google Confidential and Proprietary 7 7

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.

Google Confidential and Proprietary 8 8

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

Google Confidential and Proprietary 9 9

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

Google Confidential and Proprietary 10 10

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

Google Confidential and Proprietary 11 11

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

Google Confidential and Proprietary 12 12

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

Google Confidential and Proprietary 13 13

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