Most Internet Users in France Now Bank Online - eMarketer

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Most Internet Users in France Now Bank Online

Mobile banking penetration nears 30%

November 17, 2016

Over half (54%) of France’s web users visited online banking sites monthly in Q2 2016, according to comScore MobiLens, making an average of 10 visits per month and spending over 5 minutes each time.

Frequency with Which Mobile Banking Users in France Access Mobile Banking, June 2016 (% of respondents)

Levels of mobile access to bank accounts are climbing fast. Some 29% of those polled said they used a mobile device to access their accounts at least once a month. Two in five mobile banking users (40.8%) used their bank’s mobile website, but banking apps were more popular, used by 64.9%.

More than one-third (36.7%) of people who banked via mobile did so at least once weekly, comScore found, and 30.6% accessed their bank nearly every day.

These figures chime with June 2016 data on France’s banking habits from Deloitte. It reported that fewer private banking customers were visiting physical branches to conduct banking transactions. Instead, 77% of internet users accessed accounts through their bank’s website or a personal online account, and 27% accessed their bank accounts via mobile.

According to comScore, the top 10 banking sites in France were attracting potential clients as well as current customers. Two-thirds (65%) of all visitors to those sites during June were already account holders, but 35% were not.

Mobile banking users seemed quite receptive to advertising, too. The bank customers who accessed their accounts via mobile in Q2 2016 were 120% more likely to tap on an ad than mobile device users generally, comScore reported.

At the same time, bank customers in France are wary of putting all their eggs in the mobile basket. According to Nielsen’s “Global Mobile Shopping, Banking and Payment Survey,” published in November 2016, 68% of consumers in France are unlikely to opt for mobile-only banking, or sign up with a mobile-only bank—a greater proportion than in the other nine countries surveyed.

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