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Mobile Usage 2013

Source: VocaLink

In 2013, VocaLink appointed TNS, the world’s leading customer research company, to conduct one of the largest research programmes currently existing in this field. Their report aimed to gain deeper insights into UK consumer m-commerce behaviours, attitudes and preferences after asking more than 10,000 adults across the UK (16-65 year olds) about their habits and behaviours.

A maturing smartphone market

The study shows that smartphone users are more likely to be men (52%) than women, and that a majority (57%) of the 16-24 age group owns one. Overall, 70% of users are under the age of 45.

Ownership of smartphones is also very high among “influencers” – people who tend to be early adopters of new technology and have strong and active friendship networks.

By contrast, 60% of regular mobile phone owners are over 45 and a clear majority are women (55%).

The smartphone market is dominated by Samsung and Apple, with shares of 30% and 25% respectively. HTC and Blackberry have 13% each. Unlike Samsung, Nokia has not yet translated its strong position in mobile phones into smartphones.

O2 is the top single network provider with 24% market share, although Everything Everywhere is the biggest operator overall, with its three constituent brands – EE, Orange and T-mobile – taking 32% of the market.

Consumer mobile banking

Mobile banking activities are strongly linked to smartphone ownership. Only 27% of the UK population declares some mobile banking activity. Whereas 43% of smartphone users bank from their device, a mere 3% of regular mobile phone users bank this way.

The use of mobile banking is highly concentrated among the under 45s (82%), 55% of users are between the ages of 25 and 45. Just over half (55%) are men and a similar number are also mobile payment users. Banks should consider the mobile channel to secure lifetime customer loyalty.

Mobile banking – between convenience and security

Inevitably, convenience is the main theme here. Speed (66%) and saving time (60%) are the top factors, but also ease of use (41%), a feeling of being more in control of their banking (37%) and security (33%). However, security, along with device limitations (i.e screen size) and lack of trust in network reliability remain the strongest barriers to mobile banking among those yet to try it.

Mobile payments activity

Current mobile payment behaviour remains fragmented, e.g. when paying/sending money to friends and family (6%) and paying for parking (5%), with no other mobile payment activity attracting more than 5% of the overall population.

Mobile payments – opportunities and obstacles

People who use mobile payments say that the main reasons for doing so centre on convenience (52%) – it’s quick (51%), they don’t have to carry cash (46%), they don’t have to queue (37%) and they don’t have to carry their credit/debit cards around (31%).

However, security concerns remain a barrier to increased use of mobile payments, including 37% of all smartphone owners who are not interested in carrying out any payment operation on their phone, and 38% of non-users simply stating that they do not need the service.

Conclusion

Smartphone users and current mobile payment users are significantly more likely to buy items using their phone if their bank offered this solution. Over 60% of current mobile payment users would increase their usage. Banks are the most trusted providers of the service.

To read the full article click here - Mobile Payments