Source: Roy Morgan Single Source (Australia), August 2011 to December 2012; 6 month moving average. Average sample n=3,903
Smartphone users are switching from browsers to apps for their online banking. The proportion of Australian smartphoners who use their phone to conduct online banking transactions is now over 20%, according to Roy Morgan’s latest Mobile Phone Monitor.
With mobile banking on the rise, the proportion of smartphone users who bank on the computer has dropped: fewer than half of smartphoners now use a computer for their banking transactions.
Source: Roy Morgan Single Source (Australia), August 2011 to December 2012; 6 month moving average.
Average sample n=3,903.Banking activity conducted in last 4 weeks.
The adoption of mobile online banking differs between brands: 28% of Apple iPhone users compared to 18% of Samsung users.
Samsung owners, however, are driving the growth in mobile banking. The proportion of Samsung users who bank on their mobile almost doubled in the past year.
This growth reflects the increased availability of mobile banking applications on Samsung’s Android operating systems.
In the past year, users of both brands have made moves away from the personal computer as their online banking device.
Andrew Braun, Mobile, Internet and Technology Industry Director, Roy Morgan Research, says:
“PCs are becoming less popular for everyday tasks as the capabilities of smartphones increase. Where internet banking gave people the convenience of banking at home, smartphones now give them the convenience of banking anywhere.
“Banks are rightly investing in mobile technologies to give their customers increased flexibility and security. The introduction of Near Field Communications (NFC) technology — which allows smartphones to be used as a credit or debit card — will no doubt impact further on the trend.
“To understand the shift to mobile, businesses need to be aware of the capabilities and rates of consumer uptake of different devices and the levels of demand for mobile applications across target markets and industries.
“Comprehensive research into these factors is available in the range of Roy Morgan Technology Adoption Segment Profiles.”
Click here to view our extensive range of Technology Adoption Segment Profiles, and Media Profiles including the Internet, mobile phones, mobile phone activities and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
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