The growth of mobile computing is off the charts and consumer confidence in using mobile devices continues to strengthen. Perfect evidence of this consumer confidence is represented by how many users rely on their mobile devices for researching important, sensitive data and personal information.
comScore released their latest findings on the number of people who use their mobile devices to access their financial data and the numbers are eye-opening. You can read the full press release here. One of the main findings in the report illustrates consumer confidence in mobile computing, and reads “in Q4 2010, 29.8 million Americans accessed financial services accounts (bank, credit card, or brokerage) via their mobile device, an increase of 54 percent from Q4 2009.” This is an excellent barometer of how mobile computing will grow to dominate the way individuals connect with and use the internet to access information. I am not predicting the end of home computing, but local bank branches need to pay attention to these numbers. For example, when the respondents were asked, “What is your primary method of accessing financial accounts? (Among Mobile Banking and Mobile Credit Card Customers) 44% said they go online from a fixed device (think personal home computer or work PC). 36% of the respondents said they use their mobile device or cell phone, while only 8% said they visit the branch or agent in person.
These are strong indicators of future consumer behavior and further demonstrate the need for all businesses to embrace a mobile strategy. Individuals are relying on mobile devices in growing numbers for even the most sensitive of personal data. If people are comfortable accessing financial information from their phone, they surely will feel confident using their phone to find a company to buy from when they want to make their next purchase. Align your business marketing strategy to account for these users with a mobile version of your website and a solid mobile marketing strategy.