Improved Mobile Banking Satisfies Only Half of Customers

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Study published by Key Lime Interactive reveals consumer satisfaction, wish list and top firms in mobile banking.

What would you do if fewer than half of your customers were satisfied with your product? Change it? Find out why? The banking industry has found itself in this situation as mobile banking has soared in popularity.

Fifty-three percent of smartphone users now use their banks’ mobile site or app frequently, according to a December 2013 survey by Key Lime Interactive, a leader in mobile banking research. Smartphone users’ satisfaction with mobile banking has improved a notch recently, from 46 percent satisfied with mobile banking in June to 49 percent in December.

Banks respond quickly to study results that show how changes in mobile banking features will better satisfy consumers. In the December 2013 assessment, Citibank overtook the June leader, JP Morgan Chase, for the top rank among mobile banking sites, according to the analysis by Key Lime Interactive. Citibank’s mobile features for paying bills, security and location help, which are important to consumers, contributed to its top ranking.

USAA held onto its top rating with its Kindle Fire banking app and its Android and iPhone mobile apps.

The December 2013 study employed consumer preferences in assessing 87 mobile banking features in 11 categories. Other consumer options and experiences with mobile banking also were included in the assessments. Researchers even asked consumers about features that might be on their wish lists. Their top wish was easy access to key account numbers – their full account number, bank routing number and wire transfer number.

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Jennifer Knodler
Key Lime Interactive
+1 (305) 809-0555 Ext: 11
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since: 07/2009
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