SKOPOS Market Insight - GIMRA - Mobile, Finance, MFX
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Transcript of SKOPOS Market Insight - GIMRA - Mobile, Finance, MFX
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FinancialServices
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SKOPOS In a nutshell …
Digital& Mobile
Insight & Illumination
Full serviceBespoke/custom/ad hocTracking & Syndication
UK & InternationalCustomer Insight & UX
It’s all about the best experience…
Fast foodm-commerce
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Mobile, Finance & MFX
The Mobile Experience in a personal finance context
including extracts from…
Darren Mark Noyce MCIM [email protected] Founding Partner
Scott Dodgson [email protected] Head of Research, Insight, Consulting
SKOPOS market insight – City of LondonTel: 0207 953 8 359www.SKOPOS.info
UK Active Digital Society, 2012
Prologue, Taster, Trailer
Scott Dodgson [email protected] Head of Research, Insight, Consulting, SKOPOS
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Prologue: Me, Myself and iPhone…
Average number
of apps on mobile
SKOPOS MTrackTM
SKOPOS MTrack - Base: 378 respondents (web enabled phone users) - wave 4 dataQ17. Approximately how many apps do you have on your mobile?
M-Financers More Apptive…
20Web enabled phone users
Average number
of apps on mobile
Average number
of apps on mobile
27Mobile
insurance users
29Mobile
banking users
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TV news & information 32%
Social networks 43% 2
Music 39% 4 5
News (latest today) 40% 3
Weather 52%1 Financial news &
information 14%16
SKOPOS MTrackTM
The Mobile Content Countdown…
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 dataQ20. What types of information and content do you like to read or access via your mobile?
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Do/Accept PotentialCurrently do, and are likely to do in the future
Are likely to do in the future, but don’t currently do
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 dataQ16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following…
Finance Lagging Behind Comm’s & Content SKOPOS MTrackTM
Download new apps 49% 23%
Order products and Services 29% 29%
Read newspapers / magazines / articles 40% 21%
Send / receive emails on your mobile 59% 19%
Use an instant messaging service 39% 26%
Use social networks 50% 14%
Bank or control finances 28% 24%
Get an insurance quote 10% 27%
Make an insurance claim 4% 22%
Some up-claim due to voice unavoidable
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q12. Where do you access the internet?
The Rise & Rise of Mobile…
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*0
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100Mobile-cellular subscriptions per 100 inhabitants,
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q12. Where do you access the internet?
The Rise & Rise of Mobile…
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q12. Where do you access the internet?
The Rise & Rise of Mobile APPS…
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q12. Where do you access the internet?
The Rise & Rise of Mobile WEB…
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q12. Where do you access the internet?
SKOPOS MTrackTM
Access Internet via Mobile Phone…
48%
Half the UK Digital Society Use Mobile Web
Wave 1
Wave 2
2%Own an
iPad
Wave 3
4%Own an
iPad/iPad 2
4%Own an
iPad/iPad 2
9%Own an
iPad/iPad 2
Wave 4
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SKOPOS TabTrack - Base: 500 (wave 1), 506 (wave 2), 507 (wave 3), 521 (wave 4) (UK Active Digital Society)Q25. Do you own a tablet?
SKOPOS TabTrackTM
Tablets & iPad rising too…
Jan 12
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SKOPOS ChatTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 dataQ30. Do you use social network sites?Q16. Do you use social network sites on your mobile?
Almost All Use Online Social Networks
Now half using Mobile to do so too
SKOPOS ChatTrackTM
88%
50%
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Augmented Reality
Bar Code Scanning(to source products and best prices etc)
Personally used via mobile
Aware but not used
Quick Response (QR) Codes
2% 16%
12% 36%
21% 60%
SKOPOS MTrackTMUsage & Awareness of Advanced Mobile Functions low & limited, but…
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12)Q22. Which of the following have you (a) heard of but NOT used, (b) personally used via your mobile (c) not heard of?
Mobile Contactless Payment 4% 67%
Likely to use or accept a mobile to pay with instead
ofusing a credit/debit card
51%
NB: Low level, similar to Mobile Insurance Claim
Mobile Finance 2012Lots of Blue Ocean…
Scott Dodgson [email protected]
Head of Research, Insight, Consulting, SKOPOS
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17%
15%
14%
13%
13%
12% NatWest10% Halifax9% HSBC7% Santander7% Direct Line7% MORE TH>N6% Aviva4% BOS3% Admiral3% AXA2% Zurich2% Allianz2% L&G
No Finance Brands51%
SKOPOS MTrackTMComparison Sites & High Street Brands best for mobile channel association, but…
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 dataQ21c. Which, if any, of the following FINANCIAL companies/services do you most associate with the mobile and mobile devices/channels?
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Male 48%, Female 51%
Gender
16-25: 14%, 26-40: 34%, 41-60: 45%, 61+7%
Under £10k: 10%, £10-£20K: 22%, £21-£40k: 31%, £41-£60k:17%, £61-£80k: 7%, £81-
£100k: 1%, Over £100K: 2%, Prefer not to say: 11%
Full time 35%, Part time 18%, unemployed 29%, Retired 18%
Age
Household Income
Employment Status
Mobile Banking User
16-2519%
26-40 47%
Full time43%
UK Active Digital Society
* Includes unemployed, self employed and student** includes household responsibility and retired
SKOPOS MTrack - Base (wave 4 data):- UK Active Digital Society: 521 respondents- Mobile Banking customers: 146 respondents (those that have used their mobile to bank/control their finances )- Mobile Insurance customers: 56 respondents (those that have used their mobile to gain a quote or make a claim)
M-Finance Users more likely to be younger & full-time employed (but equal on gender)
SKOPOS MTrackTM
=Mobile Insurance User
16-2520%
26-40 45%
£21-40K 39%
Full time52%
*** Caution low base for Mobile insurance ***
=
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Why the shift in user behaviour?1. Mobile addiction
2. Smartphone & true mobile web
3. Easy, instant, on the go access4. Useful apps & functions
This is ingraining new sets of daily behaviours & tasks
Availability
Usability
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EVIDENCE: Advantages of Transacting on Mobile Phones/Devices...
“Can do it whilst out and about.”
“Can do wherever...compare prices while in-store.”
“Its quick and I can do it in my own time.”
“No need to carry cash or (debit/credit) cards.”
I can do it in my own time 52%
On the go 65%Convenient 62%
No need for cash 34%
It’s easy to do 46%Quick 45%
SKOPOS MTrackTM
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 dataQ18. What do you consider to be the advantages of using your mobile/mobile device for activities such as shopping & paying?
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But a Fuzzy Mobile User Experience for Finance – MFX- persists…
Scott Dodgson [email protected]
Head of Research, Insight, Consulting, SKOPOS
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Mobile: currently the worst channel for customer experience
Purchase channelquality of the customer experience
Planned investment in customerchannels this year
• As m-commerce grows, so does the importance of the user experience
• Only 9% stated that the m-shopping customer experience was good
• 83% of m-shoppers encountered some kind of problem
• Retailers need to make mobile checkout as easy as possible
Reducing Customer Struggle Report- June 2011
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Mobile Web: Only 20% of FTSE 100 Websites Support Mobile !
Source: http://
www.fourthsource.com/mobile/why-your-website-needs-a-tailored-mobile-presence-now-7045
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Lack/loss connectivity 46%Small screen 63%
“It’s not always easy to navigate around sites if not set-up for mobile
use.”
“It makes everything very impersonal..no need for
shops/shopworkers.”
“You can’t really see what you’re buying and what size it is.”
Time, it takes longer 28%Security 44%
Difficult to navigate sites/apps 33%
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 dataQ19. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as shopping & paying?
EVIDENCE: Disadvantages of Transactingon Mobile Phones/Devices...
SKOPOS MTrackTM
Simply Security (perceptions) & Usability
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Tablet 10%
Desktop Computer 63%
Connected TV 3% Games device 2%
Laptop 60%
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 dataQ45. Thinking about online payments/shopping, which of the following devices do you believe to be the most secure?
SKOPOS MTrackTM
Mobile devices seen as less secure…
11%Mobile / Smartphone
Mobile Banking Customer
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Last mobile banking experience
“It was easy and simple but most of all convenient” Lloyds TSB
“Easy to transfer money between account and safer with self generating code device”
HSBC
“I use it often as I like to check for charges or anything coming off, etc. I use an app and its perfect for checking
balances or transferring funds. It works well however the connection when I'm out and about is sometimes very
slow. However the transfer is immediate.”Bank of Scotland
“The same as using a laptop or desk top although when using a mobile you can get randomly logged out.”
Nationwide
SKOPOS MTrackTM
SKOPOS MTrack - Base (wave 4 data):- UK Active Digital Society: 521 respondents- Mobile Banking customers: 146 respondents (those that have used their mobile to bank/control their finances )- Mobile Insurance customers: 56 respondents (those that have used their mobile to gain a quote or make a claim)
The M-Finance customer experience has considerable scope for optimisation
47%Not
good
53%Good
Last experience of gaining a mobile insurance quote
“Used web browser. My browser is quite good and the specific website's platform compatible.”
Bell
“Simple”Aviva
“Get slow results”Compare the Market
“Was very slow”Go Compare
“Took too long to fill out the online form. To small on my mobile so ended up using my iPad.”
Dial Direct
Mobile Insurance Customer***
*** Caution low base for Mobile insurance ***
71%Not
good
29%Good
Mobile Banking Customer
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SKOPOS MTrackTM
Last mobile banking experience
SKOPOS MTrack - Base (wave 4 data):- UK Active Digital Society: 521 respondents- Mobile Banking customers: 146 respondents (those that have used their mobile to bank/control their finances )- Mobile Insurance customers: 56 respondents (those that have used their mobile to gain a quote or make a claim)
The M-Finance customer experience - Banking more Mature than Insurance?
Mobile Insurance Customer***
*** Caution low base for Mobile insurance ***
Last experience of gaining a mobile insurance quote
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Frustrations with passwords and log-in details when using mobile finance
SKOPOS MTrackTM
“It is time consuming and cumbersome, but necessary to prevent against fraud etc if my
mobile is lost or stolen”
“If they require pass codes, cannot take your card reader with you”
“Remembering them! its ok saying that they all need to be different but when you log into so many different accounts on a daily or weekly
basis its a nightmare remembering them. Most people end up having them written down which
defeats the object. Getting stuff reset is then normally a real pain ”
“Sometimes they insist on letters numbers and capital letters which can be complicated to
remember ”
“small screen and keyboard causes wrong key entry”
SKOPOS MTrack - Base: 146 Mobile Banking respondents (UK Active Digital Society) - wave 4 dataQ37d. What, if any, frustrations do you have with providing passwords and log-in details when using mobile banking
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And App Visibility/Access can be a problem…Insurance iPhone apps’
Who are
Sponge?
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Android seems even harder…Insurance Android apps
UK Insurers, where are you?
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Even QR Codes often disappoint…
Obtained QR codes from...
Magazines: 41%Newspaper: 26%
Other: 43% TV: 11%
Experience using QR Codes
24% Poor Good 28%48%
Reasons for not using QR or 2D Bar-Codes… • Phone has no capability 39%• Don’t know how to 30%• No interest 15%• Have not seen any before 8%
SKOPOS MTrackTM
SKOPOS MTrack - Base: 46 respondents (All that had used a QR code) - wave 3 data / 259 respondents (non QR code users)Q21e. How would you rate your experience of using QR/2D barcodes on your mobile?Q21c. Why have you not used a QR/2D barcode on your mobile?
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Increased mobile security
Reassurance from bank
65%
45%
Incentives 21%
Advertising / promotions
2%
Personal demonstration 5%
Paying for phone security 6%
None (rejectors) 24%
SKOPOS MTrackTM
Key M-Finance Usage Drivers
SKOPOS MTrack - Base: 375 respondents (all that don’t current use mobile banking) - wave 4 dataQ37. What, if anything, would encourage you to start using your mobile phone for banking/controlling your finances?
1/. Confidence
Simple to use app/website 27%
Larger screen on mobile 27%
2/. Usability
Non Users Only
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SKOPOS Guidance for Optimised MFX SKOPOS MTrackTM
“Are there Insurance apps?”
“Being able to point device at an advert which then turned into a
real time movie app.”
“Make an app that you could type your shopping list & they could tell you if the products were in stock
instead of browsing for what you want.”
Improve AwarenessAccess/Visibility/Education
Mobile has momentum and cannot be ignored as part of a multi-channel customer journey
“Make payment secure, and convince me that it is.”
“Send barcodes so that cash doesn’t need to be used or have an app for
their stores that can be scanned and money automatically deducted.”
Improve security, reassurance, confidence
“I want quicker loading times and fewer links.”
“Was very slow”Go Compare
“Took too long to fill out the online form. To small on my mobile”
Improve usability
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SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q. O/S and Device code auto-captured.
SKOPOS MTrackTM
7% completed this survey via a mobile device
Mobile (5%)/Tablet (2%)
PC/Mac
40
Fast foodm-commerce
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Mobile, Finance & MFX
The Mobile Experience in a personal finance context
including extracts from…
Darren Mark Noyce MCIM [email protected] Founding Partner
Scott Dodgson [email protected] Head of Research, Insight, Consulting
SKOPOS market insight – City of LondonTel: 0207 953 8 359www.SKOPOS.info
UK Active Digital Society, 2012
