Citibank Leads the Mobile Retail Banking Industry with the Best Mobile Site, Edging out Chase Bank; USAA Offers the Best Mobile App

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Key Lime Interactive Compared Mobile Apps and Sites Offered By Six Leading US Banks Including Bank of America, Citibank, Chase, PNC, Wells Fargo and USAA and Reports Findings.

"Citibank topped Chase as the best overall mobile site, up from second place in last year’s comparative assessment.” reports David Hoberman co-researcher for this report. “Their success is due to best of class features in Viewing and Paying Bills, one of the strongest set of security features to protect user’s financial security, and the largest number of features valued most highly by customers."

In the second iteration of their Mobile Banking Competitive Review, leader in mobile banking research Key Lime Interactive uses consumer preferences to grade features, options and experiences that consumers encounter in the available mobile retail banking solutions.

To solicit feedback, researchers launched a consumer survey that aimed to gather insight about alert systems, location services, security perceptions, desired but absent features, and more. Then, the feedback gathered was used to rank the mobile elements accordingly. At the end of the day, the best solutions were revealed; not simply based on researcher experience and industry trends, based on consumers’ self-reported preferences and insight.

The expert contribution pushes the banks to consider ways to improve their offering by identifying and prioritizing areas that can be improved in general and for each specific property. Best-in-class features for each bank are mentioned and screenshots are provided from the consumer portal after login; these screenshots and details allow the respective designers to get a comprehensive side-by-side look at how their design compares with the others and stimulates strategic planning for future releases.

Overall, the report provides a rich data set that functions to help the key players shape their offering and appeal to their target audience versus simply providing a solution that matches their competition. As the leaders like Citibank, Chase and USAA pave the way; regional banks and credit unions observe and mimic solutions that prove successful, moving the entire industry forward.

“Our report gives industry leaders insight into customer preferences, enabling them to incorporate features that optimize and expedite mobile experiences” says Hoberman “For example, we’ve seen that customers prioritize the ability to quickly and effectively search and filter their transaction history over most social media elements in their mobile banking solutions. While Twitter has a valuable role in customer support, developing and optimizing core features that customers use frequently, and prioritize accordingly, should always come first."

No final ranking was assigned to the iPad category but pending a more extensive review, USAA for iPad and Citibank are likely contenders for the top spot in the iPad app category.

Additional Report Information

The six banks included in this mobile retail banking evaluation included Bank of America, Citibank, Chase, PNC, Wells Fargo and USAA. Each available mobile website and primary retail mobile app were included. Assessments were made as of September 30, 2012.

While several other organizations have taken a look at mobile solutions in the banking industry, ranking them accordingly, this report series is first of its kind to combine real user and consumer feedback, arguably the most important component, with mobile heuristics developed by KLI experts.

Like all of KLI’s syndicated reports, this includes an in depth look at the method used to rank/score each individual offering by each bank. These heuristics consisted of a combination of a capabilities assessment, comparative feature ranking and overall user score and ranking.

The report is available for immediate purchase by contacting sales(at)keylimeinteractive(dot)com. A single report will include overall rankings, detailed scoring breakdown, best-in-class features, tables outlining capabilities on each app/site, user feedback collected about feature preferences and more. A report subscription will outline changes in user preferences by collecting new user data as well as the improvements or changes for all listed carriers as compared to past assessments.

Researchers, Designers, Executives, Journalists and Bloggers in the Banking Industry are encouraged to contact Key Lime Interactive with any additional questions.


About Key Lime Interactive: KLI is a customer experience research agency with proven excellence in both quantitative and qualitative user and consumer testing. To serve our growing client list of companies large and small, we conduct competitive research, true intent / voice of customer studies, and prototype studies using quantitative methods. Additionally, we're experienced in moderating one-on-one interviews/ usability studies, focus groups, and eye-tracking studies. Ultimately, our goal is to empower teams to use consumer/user experience data at any and all phases of product development; from strategy to implementation. We aim to provide the true perspective of target users and build exceptional consumer-driven solutions.

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Jennifer Knodler
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