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Banking and purchasing on mobile: a matter of trust?

2014-12-12 14:39 by Nathalie Kantorowicz (comments: 0)

MEF just published the Global Consumer Survey 2014, tracking the behaviour of 15,000 mobile media users in 15 countries and across five continents. Interesting differences worldwide in consumer profiles: some uses are more developed in one geography (i.e. Africa ahead of all other continents for all aspects of mobile banking, including transferring funds and applying for a loan), yet there are common trends globally.

Notably, the survey reports an increase in the lack of trust users convey to mobile for purchasing: lack of trust is a barrier to purchase for 34% mobile users in 2014, up from 30% in 2013. This includes the lack of trust in the security (stable), as well as issues linked to sharing personal information, having not secure enough payment systems, or mistrust in the service or merchant itself (all three on the up).

This echoes findings we obtained this summer while questioning members in our France and UK communities. A couple of online  discussions with our most 'connected' members aged 30 to 55, those buying and banking online and on their mobile, showed that attitudes towards mobile banking or purchasing were not so different in France and the UK, with a range of reactions going from the cautious to the confident user, in both territories.

Factors limiting mobile purchasing included the lack of, or limited display, of elements guaranteeing the security of their purchase, such as the padlock icon; the limited visual display of products, inducing a less comfortable user experience for browsing and viewing products, reading users' reviews and causing a greater risk of buying the wrong item.

With regards to mobile banking, all loved the convenience of checking their account at any point in time. Many declared being confident interacting with their bank on a mobile. Yet they mostly limited interactions to checking their bank accounts rather than sending funds or conducting Stock Exchange transactions, weary once again of their reduced viewing ability.

Ultimately, the trust or lack of trust people placed in mobile was mainly attached to a particular merchant or provider, rather than to the mobile medium itself. They trusted their bank to provide them with a secure mobile banking system; they were comfortable buying on a mobile with a renowned merchant, but remained cautious doing so on a small merchant site. And for the most cautious users, their computer remained the safest way to conduct transactions online, whether for shopping, or banking.

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