FI customers ‘favouring mobile channels’

More than half of online visits to financial institutions came through mobile channels in 2016, according to a new study from Adobe.

The Adobe Digital Insights report leveraged Adobe Analytics Cloud data to analyse the online performance of the top 20 per cent of companies using Adobe Experience Cloud, plus a survey of over 5,000 consumers across Europe about their online habits.

For the top-performing companies in the country, an average of two-fifths of web traffic (41 per cent) came via a smartphone in 2016. This is up substantially from 2015, where mobile accounted for a third of traffic. These companies are also outpacing their peers by an average of 32 per cent when it comes to mobile traffic, but the top UK brands are leading the pack; on average across industries, mobile takes exactly half of browser visits.

Taking an industry-wide glance, smartphones accounted for a third of European web visits in 2016, marking an increase from 2015 where smartphones took a 22 per cent stake. In comparison, desktop accounted for 58 per cent of browser traffic, down from 65 per cent in 2015.

When surveyed about their favourite devices, almost six in 10 consumers said that they preferred to use a smartphone over other devices when completing tasks in 2016, up from 51 per cent in 2015.

David Burnand, enterprise marketing director at Adobe EMEA, said: “From checking their bank balances to their inboxes, smartphones are now the go-to device. Best of the best brands are starting to take the lion’s share of mobile web traffic, but there’s more progress to be made. Brands should look to the financial services and retail industries, where the balance has been tipped, and embody their investment in building engaging, compelling mobile experiences.”

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