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Mobile banking insights: trends and user behaviour

Deepen Reply’s insights on how mobile banking transforms the way we manage money, unlocking convenience, accessibility, and innovation.

#Financial Services
#Digital Banking

Driving digital banking innovation

The rise of mobile banking, fueled by smartphone ubiquity and the demand for convenient financial services, has transformed consumer behavior, the competitive landscape, and the banking industry as a whole. With unparalleled convenience, users can access banking services anytime, anywhere. Fintech companies and neobanks have played a significant role, capturing a growing market share. Partnering with these players, several banks now offer enhanced mobile banking services.

Reply continuously collects feedback and data on key trends. This study reveals that mobile banking has become the most widely used touchpoint in retail banking. Offering valuable suggestions to improve digital channel performance and quality, the study also sheds light on emerging technological trends and highlights opportunities and challenges in the dynamic world of digital banking.

Mobile banking: retail banking’s key touchpoint

According to Reply's data, up to 90% of banking transactions in Europe are now conducted through digital channels, with up to 70% of banked users utilizing digital platforms. The trend has shifted towards mobile banking, which has seen continuous growth over the past decade.

Beyond bank transfers

Mobile banking platforms simplify payments with user-friendly interfaces, enabling real-time transfers and automation. Smartphones drive a majority of transactions, including transfers, virtual card creation, and innovative features like digital wallets and NFC payments. Fintech companies and traditional banks incorporate neobank features, staying competitive in the market.

Focus on “personalisation”

Banks embrace personalisation for engaging banking experiences. Neobanks leverage AI and machine learning for targeted recommendations, and traditional banks adopt data-driven strategies for tailored products and advice. Enhanced user experience are offered through customisable features like language settings and debit card limits.

Few full-digital sales

European retail banks struggle to catch up with neobanks in digital customer acquisition. Digital sales remain below one-third, dominated by self-service models. To bridge the gap, banks invest in AI-driven recommendations, time-limited offers, and in-app marketplaces. Personal credit products gain customer interest and attract notable retail bank investments.

Frequent visits, “just to check”

Over 70% of mobile banking visits focus on pre-login activities, home page viewing, notifications, current account balance, and transaction history. Customisable alerts, advanced transaction search, and budgeting tools are in high demand. However, formal document consultation remains more prevalent on Internet banking platforms.

Focus on security

Mobile banking apps now offer biometric authentication (fingerprint and facial recognition) for enhanced security and user convenience. Banks prioritise user data protection through advanced encryption, multi-factor authentication, and proactive cybersecurity measures like zero-trust architectures and AI-based threat detection.

Exploiting device’s capabilities

Banks harness mobile device capabilities to enhance mobile banking platforms. Features like smartphone check deposits, OCR technology for bill reading, and integration with IoT devices offer context-aware banking services. They also provide location-based offers, cardless ATM access, financial calendars, and smart notifications for relevant financial updates.

Banking apps: features & capabilities

Mobile banking applications are enriched by transformative capabilities: they can seamlessly integrate Personal Finance Management (PFM) solutions, enhance customer support through innovative co-browsing and AI-powered systems, and prioritise accessibility to create an inclusive banking experience for users with disabilities.

Ready for the (next) future

The integration of cutting-edge technology can enable banks to meet the evolving needs of their high-net-worth clients, offering access to a wide array of innovative tools.

New services for private and affluent customers

AR, VR & XR

Augmented reality and virtual reality technologies can enhance accessibility, engagement, and personalization of financial services for customers. Banks can develop augmented reality features that display real-time financial information on physical objects, and immersive experiences for managing personal finances. Extended reality can be used to establish virtual branches or financial centers, offering an engaging and interactive banking experience for customers.

Superapps

Mobile banking apps are evolving into superapps, comprehensive digital ecosystems that consolidate various services and features. These multifunctional applications offer extensive financial services, facilitate payments, and provide non-financial services like secure digital identity management and document storage. By integrating with third-party services, superapps create seamless, interconnected ecosystems that enhance user engagement and retention.

Sustainability

Mobile banking can help achieve sustainability goals by promoting financial inclusion, responsible consumption, and production. It can encourage environmentally conscious purchasing decisions, incentivize eco-friendly behaviours, and support sustainable industries. Mobile banking can also facilitate contributions to carbon-offsetting projects and donations to eco-friendly organizations. It can integrate with public transportation systems and non-profit organizations, making it easier to make donations and charitable contributions.

Reply: a strategic partner for mobile banking solutions

Reply is currently aiding numerous prominent European banks in their long-term digital transformation process by providing assistance in developing digital-driven business strategies, designing, implementing, testing, and maintaining their digital channels. Reply in focused on creating effective strategies and solutions that align with their need for efficiency and increased business development while meeting the rapidly growing expectations of customers.

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