Websites Beat Apps for Digital Banking in Mexico - eMarketer
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Websites Beat Apps for Digital Banking in Mexico

Half of all digital banking users in Mexico are ages 24 to 34

December 29, 2015

Apps usually win over mobile internet users with sleek interfaces and utility, and most mobile internet time is not spent in browsers. But for digital banking in Mexico—including activities on mobile as well ask desktop devices—users tend to prefer websites.

Digital Banking Activities Conducted by Digital Banking Users in Mexico, App vs. Website, June 2015 (% of respondents)

According to June polling by The Cocktail Analysis, digital banking is well-distributed among banking customers in Mexico: 77% use digital banking.

The digital banking population is about evenly split by gender—52% are female—but heavily skewed by age. Half of all digital banking users are ages 24 to 34, the survey found.

Digital banking customers had a slight preference for apps when it came to the most common digital banking activity, checking balances and activity. But nine in 10 respondents also checked this info on websites.

Websites were more popular than apps for every other digital banking task, however. From transferring money to other people or accounts to signing up for new services, respondents were more likely to do so on a bank’s website than via a mobile app.

According to September 2015 research from Bain & Co., just 3% of bank customers in Mexico have used mobile to purchase a banking product, vs. 10% who had done so online. Branches were overwhelmingly preferred, at 73%.

Digital channels were more useful for research, however: 19% of respondents to the same survey said they researched products via mobile, while 30% did so online.

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