Internet Users in France Ditch Bank Branches for Most Transactions - eMarketer

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Internet Users in France Ditch Bank Branches for Most Transactions

More than three-quarters of account-holding internet users check accounts digitally

November 8, 2016

Few internet users in France visit a bank branch to access their accounts or carry out simple transactions, according to a June 2016 study carried out by Harris Interactive for Deloitte. Just 16% of the internet users ages 15 and older studied typically had personnel in a branch complete a simple transaction for them, down from 24% in 2015, and only 10% used a self-service facility in a branch to do so.

Channels Used by Internet Users in France for Select Types of Banking Transactions, June 2016 (% of respondents)

Respondents instead turned to digital banking options. More than three-quarters of internet users polled went online to access their account, while 72% carried out simple financial tasks over the internet. Some 17% even used their bank’s website for complicated transactions, compared with 14% in 2015.

Mobile channels are also gaining favor. Some 27% of respondents accessed their bank accounts via app, and 21% carried out simple operations that way. In addition, around one in 10 found product information and 4% conducted complex transactions via app.

Most internet users gave a thumb’s up to their bank’s website and mobile app. In both cases, more than three-quarters said those services met their expectations. Encouragingly, 11% said their bank’s internet service was better than they anticipated, and 19% said the same about their app experience, suggesting that well-conceived, user-friendly apps could convert customers to mobile banking more quickly than banks may have imagined.

Primary Attitude Toward Accessing Bank Accounts via Desktop/Laptop Website vs. Mobile App Among Internet Users in France, June 2016 (% of respondents)

Given these shifts, it’s not surprising that even those customers who use physical bank branches do so less often.

Internet users’ general level of satisfaction with their main bank’s service channels had barely changed between 2015 and 2016, Deloitte’s report showed, though the percentage saying they were completely satisfied had dropped 6 percentage points to 34%. Importantly, 89% of people using a direct bank, such as ING Direct or Hello Bank, were satisfied with it.

At the same time, 38% of internet users said they were prepared to open an account with a provider other than a traditional or internet bank, compared with 32% in 2015. Almost half (48%) said they would have an account with a payment service provider such as PayPal, and 13% said they were ready to use a telephone operator such as Orange or SFR for banking.

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