AUSTIN, Texas–Planning a significant investment to allow members greater access via a tablet? Credit unions may want to think again.
Just how consumers use–and how often–tablets in accessing their financial accounts is explored in just-released research.
According to Malauzai Software, a monthly Monkey Insights “little-data” report analyzed key trends in Internet and mobile banking usage based on February 2018 data for 400-plus banks and credit unions covering 17.3 million logins from 905,000 active Internet and mobile banking users.
The March 2018 report focuses on tablet usage and found 99.9% of the activity was being done on an iPad. The data was focused on people who have logged in using their iPad at least once a month for the past year.
Among the findings, along with Malauzai Software’s commentary: “Tablet usage is low, and this is not a new trend as this has been the state of the digital world for some time. One point-seven percent of active digital users choose to log in using an iPad. The number is higher for banks (2.6%) and not sure why credit unions (CU) lag in iPad usage (1.2% on average); maybe it is the fact that they service accounts with lower balances, but clearly CUs have less tablet users.”
• 19% Of iPad Users Are iPad ONLY! “Yes, 19% of tablets users DO NOT use another device. These people are exclusive to the large format, and that includes desktop Internet banking. These are avid iPad users. Overall, this represents about 0.4% of all active digital users. Very small. This is possible because of digital feature parity. An iPad user has access to every feature they would see on other devices like legacy Internet and Smartphones. A financial institution MUST have functional parity to get these results.”
• 60% Of iPad Users Also Use Apple Phone. “Maybe the bigger story is that 16% of iPad users are also using an Android Smartphone. But yes, as you would expect, 60% iPad users are using iPhones. And 35% also come in via legacy Internet banking on the desktop. So, it is mixed in the end. A person’s choice of tablet does not necessarily dictate their choice of Smartphone. Android Smartphone users do NOT automatically jump to Android tablets, as a high percentage choose an iPad. Last fact: 20% of the Android-iPad crossover community ALSO use iOS devices. So, in other words, they use three devices. Twenty percent of Android users who choose tablets also use an iPhone.”
• iPad Money Movements 250% Higher. “As we have discussed before, large format equals higher values when people transfer money, 250% higher in the case of the iPad. iPad leads mobile check deposit averages of all devices ($950 average deposit) and is second for internal transfers. When looking at picture pay and billpay, tablets are about the same as other devices, no material difference. But clearly, people like using large format tablets to move money, they are more comfortable, and transfer substantially higher values of cash.”
• iPad Usage The Same. “Tablet users do the same stuff as digital users on other devices. The top tasks for iPad users are as follows: view balances, see transaction history, transfer money, and make deposits. Those top tasks are the same across other digital access points, mobile and legacy Internet banking.”