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Online and Mobile Banking - US - November 2010

Online banking is now firmly entrenched as the preferred banking channel for American consumers. About 80% of U.S. consumers use online banking, and about half of them pay their bills online. This report looks at the growth of online banking, how consumers use the service, and features that they find attractive. It also looks at other issues of interest to the industry, including:

  • Despite the tremendous growth in online banking over the past decade, banks can do more to entice their customers to conduct more financial activities online, particularly bill payments. Customers who do more of their banking online are more likely to buy additional financial products and services, and less likely to defect to another bank. However, many consumers, particularly among Generation Y, prefer to pay at the biller’s website
  • No more than 20% or so of U.S. consumers use their mobile phones to conduct banking activities. That is up sharply from recent years, but it is far below the usage rate in other countries
  • The biggest impediment to mobile banking in the U.S. is the phones themselves—too few consumers own “smartphones” with internet access and browsers that facilitate banking by phone. But market forecasts predict that smartphones will garner close to a 50% market share as early as the end of 2011, more than double their current share
  • The weak economy and the perilous state of consumer finances are actually a positive driver for mobile banking. Many consumers are waiting until the last minute to pay their bills, meaning they must use expedited payment options such as online bill pay and mobile banking to avoid late charges
  • Payments through mobile phones in the U.S. tripled in 2009 to $1.2 billion, but that was only about a tenth of the volume of mobile payments in Japan. Mobile payments—using a cell phone as an actual payment device—lag behind other countries partly because credit, debit, and prepaid cards have already displaced cash to a large degree in U.S. Because of this, merchants and consumers need to be convinced that mobile payments are superior to plastic. The payments industry must also decide which technology will eventually become the market standard, and who will pay for such a system

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Abbreviations and terms
            • Terms
              • Companies mentioned in this report:
              • Executive Summary

                • Online banking—industry overview
                  • Mobile banking—industry overview
                    • Competitive context—mobile payments
                      • Innovations and innovators
                        • Marketing strategies
                          • The consumer
                          • Insights and Opportunities

                              • Lack of internet access, smartphones stymie mobile banking growth
                                • Don’t ignore offline customers as mobile banking users
                                    • Figure 1: Cost per transaction, by banking channel, November 2009
                                  • Mobile banking may be route to unbanked consumers
                                    • Hispanics have taken to mobile banking more than others
                                      • Figure 2: Types of banking activities conducted on mobile phones—Hispanics vs. non-Hispanics, July/August 2010
                                  • Inspire Insights

                                      • Text Me and I’ll Save More
                                        • What’s it about?
                                          • Implications
                                          • Market Size—Online Banking

                                            • Key points
                                              • Some 80% of U.S. households use online banking services
                                                • Figure 3: Percentage of population using online banking and bill payment, 2010
                                                • Figure 4: Growth in internet use and online banking and bill pay, 2000-10
                                              • Bill payment methods change dramatically
                                                • Figure 5: Methods used for bill payments, 2010
                                                • Figure 6: Methods used for bill payments, 2000
                                              • Number of online bill payments jumps 50%
                                                • Figure 7: Total transaction volume for online bill payments, 2000 versus 2010
                                              • Banks need to get online customers to do more
                                              • Market Size—Mobile Banking

                                                • Key points
                                                    • Figure 8: Smartphone users who use mobile banking, 2009 and 2010
                                                    • Figure 9: Percent of customers who expect to bank by phone in the near future, July 2010
                                                  • Bank of America customers are most active phone users
                                                    • Figure 10: Percentage of customers at major banks who bank by phone, July 2010
                                                • Segment Performance—Online and Mobile Banking

                                                  • Key points
                                                    • Online banking is the preferred method
                                                      • Mobile banking hasn’t caught on yet
                                                        • Figure 11: Preferred banking channel, 2009 and 2010
                                                    • Market Drivers—Mobile Banking

                                                      • Key points
                                                        • Switch to smartphones will drive more mobile banking
                                                            • Figure 12: Projected share for smartphones vs. feature phones, Q2 2008-Q2 2011
                                                          • Weak economy, consumer finances also drive mobile banking use
                                                            • Figure 13: Number of online households using each payment method, in millions, January 2010
                                                        • Competitive Context—Mobile Payments

                                                          • Key points
                                                            • Mobile payments triple in U.S. in 2009, but lag behind other countries
                                                              • Replacing cash, not plastic
                                                                • Demand-side issues: The chicken and egg problem
                                                                  • Supplyside issues: The search for a mobile payment standard
                                                                    • Who pays for all this?
                                                                    • Leading Companies

                                                                      • Key points
                                                                        • Bank of America
                                                                          • JPMorgan Chase
                                                                            • Citigroup
                                                                              • Wells Fargo
                                                                                • U.S. Bank
                                                                                  • PNC Financial Services
                                                                                    • SunTrust
                                                                                      • Capital One
                                                                                        • USAA
                                                                                          • TD Bank
                                                                                            • BBVA Compass
                                                                                              • Online-only banks
                                                                                                • ING Direct
                                                                                                  • Discover Bank
                                                                                                    • American Express
                                                                                                      • Ally Bank
                                                                                                        • Charles Schwab Bank
                                                                                                          • E-LOAN
                                                                                                            • E*TRADE
                                                                                                              • SmartyPig
                                                                                                                • PayPal
                                                                                                                • Innovation and Innovators

                                                                                                                  • Key points
                                                                                                                    • First Data gears up to offer E-wallets in U.S., Canada and Mexico
                                                                                                                      • Mobile giants team with banks to develop smartphones for payments
                                                                                                                        • Citigroup tests shopping app tied to its credit cards
                                                                                                                          • Cimbal launches barcode mobile payment system
                                                                                                                            • Startup offers individualized 3D barcodes for mobile advertisers
                                                                                                                                • Figure 14: Example of a 3D “Bar Page Cube” from Bar Pages
                                                                                                                              • Shopkick app transmits rewards, discounts to in-store mobile users
                                                                                                                                • Deposit@Mobile and Auto Circle from USAA
                                                                                                                                  • Quick Deposit and QuickPay from JPMorgan Chase
                                                                                                                                    • Quick Payment by Bank of America
                                                                                                                                      • BBVA Compass Alliance with SmartyPig
                                                                                                                                        • Paperless ATM receipts from Wells Fargo
                                                                                                                                          • Cloud Computing for Mortgage Originations
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Key points
                                                                                                                                              • Notable direct mail, print and email advertising
                                                                                                                                                • Figure 15: Bank of the West direct mail ad, August 2010
                                                                                                                                                • Figure 16: Regions Bank email ad, May 2010
                                                                                                                                                • Figure 17: PNC acquisition direct mail ad, August 2010
                                                                                                                                                • Figure 18: ING acquisition direct mail ad, September 2010
                                                                                                                                                • Figure 19: SunTrust Bank direct mail ad, April 2010
                                                                                                                                                • Figure 20: Harris Bank direct mail ad, April 2010
                                                                                                                                                • Figure 21: BBVA Compass direct mail ad, March 2010
                                                                                                                                                • Figure 22: Bank of America direct mail ad, January 2010
                                                                                                                                                • Figure 23: Citizens RBS direct mail ad, August 2010
                                                                                                                                                • Figure 24: Banco Popular direct mail ad, September 2010
                                                                                                                                              • Television advertising
                                                                                                                                                • Figure 25: Bank of America, February 2010
                                                                                                                                                • Figure 26: Bank of America, January 2010
                                                                                                                                                • Figure 27: Bank of America, October 2009
                                                                                                                                                • Figure 28: JPMorgan Chase, April 2010
                                                                                                                                                • Figure 29: JPMorgan Chase, July 2010
                                                                                                                                                • Figure 30: PNC Bank, July 2010
                                                                                                                                            • The Consumer

                                                                                                                                                • Checking balances is most common online activity; bill pay ranks third
                                                                                                                                                    • Figure 31: Types of banking activities conducted online, by gender, July/August 2010
                                                                                                                                                  • Age and online banking
                                                                                                                                                      • Figure 32: Types of banking activities conducted online, by age, July/August 2010
                                                                                                                                                    • Online banking and income
                                                                                                                                                        • Figure 33: Types of banking activities conducted online, by household income, July/August 2010
                                                                                                                                                        • Figure 34: Types of banking activities conducted online, by gender and household income, July/August 2010
                                                                                                                                                      • Asians are the most frequent online bankers
                                                                                                                                                        • Figure 35: Types of banking activities conducted online, by race/Hispanic origin, July/August 2010
                                                                                                                                                      • Interest in online banking varies by region
                                                                                                                                                        • Figure 36: Types of banking activities conducted online, by census region, July/August 2010
                                                                                                                                                        • Figure 37: Types of banking activities conducted online, by area, July/August 2010
                                                                                                                                                      • Frequency of visits to online banking websites
                                                                                                                                                          • Figure 38: Frequency of visits to banking websites, by gender and age, June 2010
                                                                                                                                                          • Figure 39: Frequency of visits to banking websites, by household income, June 2010
                                                                                                                                                        • Proportion of bills paid online by all bill payers
                                                                                                                                                            • Figure 40: Proportion of bills paid online, by gender and age, June 2010
                                                                                                                                                            • Figure 41: Proportion of bills paid online, by household income, June 2010
                                                                                                                                                          • Online security is still an issue for many
                                                                                                                                                              • Figure 42: Reasons for not conducting internet banking activities, by gender, July/August 2010
                                                                                                                                                            • Online banking and age
                                                                                                                                                                • Figure 43: Reasons for not conducting internet banking activities, by age, July/August 2010
                                                                                                                                                              • Lack of internet access hinders mobile banking adoption
                                                                                                                                                                  • Figure 44: Reasons for not conducting mobile banking activities, by gender, July/August 2010
                                                                                                                                                                • Mobile banking and age
                                                                                                                                                                  • Figure 45: Reasons for not conducting mobile banking activities, by age, July/August 2010
                                                                                                                                                                • Mobile banking and income
                                                                                                                                                                  • Figure 46: Reasons for not conducting mobile banking activities, by household income, July/August 2010
                                                                                                                                                                • Mobile banking and race/Hispanic origin
                                                                                                                                                                  • Figure 47: Reasons for not conducting mobile banking activities, by race/Hispanic origin, July/August 2010
                                                                                                                                                                • Younger cohorts, Asians, and Hispanics are most eager to use mobile
                                                                                                                                                                    • Figure 48: Types of mobile banking activities conducted, by gender, July/August 2010
                                                                                                                                                                  • Younger people more eager to embrace mobile banking
                                                                                                                                                                    • Figure 49: Types of mobile banking activities conducted, by age, July/August 2010
                                                                                                                                                                  • Higher-income consumers more apt to use mobile banking
                                                                                                                                                                    • Figure 50: Types of mobile banking activities conducted, by household income, July/August 2010
                                                                                                                                                                  • Blacks, Asians take to mobile banking faster
                                                                                                                                                                      • Figure 51: Types of mobile banking activities conducted, by race/Hispanic origin, July/August 2010
                                                                                                                                                                    • Urban dwellers outpace rural residents in mobile
                                                                                                                                                                      • Figure 52: Types of mobile banking activities conducted, by area, July/August 2010
                                                                                                                                                                    • Consumers want free bill payment and checking with internet banking
                                                                                                                                                                        • Figure 53: Most desirable features of online banking services, by gender, July/August 2010
                                                                                                                                                                        • Figure 54: Most desirable features of online banking services, by age, July/August 2010
                                                                                                                                                                        • Figure 55: Most desirable features of online banking services, by household income, July/August 2010
                                                                                                                                                                      • Bank visits increase with income, higher number for some races/ethnicities
                                                                                                                                                                          • Figure 56: Average number of visits per month to branch or CSR, by gender, July/August 2010
                                                                                                                                                                          • Figure 57: Frequency of visits to bank branch or CSR, by gender, July/August 2010
                                                                                                                                                                          • Figure 58: Frequency of visits to a bank branch or CSR, by age, July/August 2010
                                                                                                                                                                        • Higher-income consumers make most bank visits
                                                                                                                                                                          • Figure 59: Average number of visits per month to branch or CSR, by household income, July/August 2010
                                                                                                                                                                          • Figure 60: Frequency of visits to a bank branch or CSR, by household income, July/August 2010
                                                                                                                                                                        • Blacks favor branch visits over whites
                                                                                                                                                                          • Figure 61: Average number of visits per month to branch or CSR, by race/Hispanic origin, July/August 2010
                                                                                                                                                                          • Figure 62: Frequency of visits to bank branch, by race/Hispanic origin, July/August 2010
                                                                                                                                                                        • Northeasterners are heaviest branch visitors
                                                                                                                                                                          • Figure 63: Average number of visits per month to branch or CSR, by census region, July/August 2010
                                                                                                                                                                        • ATM usage varies widely by gender, age, income and race
                                                                                                                                                                            • Figure 64: Frequency of visiting an automated teller machine, by gender, July/August 2010
                                                                                                                                                                            • Figure 65: Frequency of visiting an automated teller machine, by gender, July/August 2010
                                                                                                                                                                          • ATM visits decline with age
                                                                                                                                                                            • Figure 66: Frequency of visiting an automated teller machine, by age, July/August 2010
                                                                                                                                                                            • Figure 67: Frequency of visiting an automated teller machine, by age, July/August 2010
                                                                                                                                                                          • Higher-income consumers, especially men, make most ATM visits
                                                                                                                                                                              • Figure 68: Frequency of visiting an automated teller machine, by household income, July/August 2010
                                                                                                                                                                              • Figure 69: Frequency of visiting an automated teller machine, by household income, July/August 2010
                                                                                                                                                                              • Figure 70: Frequency of visiting an automated teller machine, by gender and household income, July/August 2010
                                                                                                                                                                            • Blacks are most frequent ATM users
                                                                                                                                                                              • Figure 71: Frequency of visiting an automated teller machine, by race/Hispanic origin, July/August 2010
                                                                                                                                                                              • Figure 72: Frequency of visiting an automated teller machine, by race/Hispanic origin, July/August 2010
                                                                                                                                                                            • Coastal, urban dwellers make most ATM visits
                                                                                                                                                                              • Figure 73: Frequency of visiting an automated teller machine, by census region, July/August 2010
                                                                                                                                                                              • Figure 74: Frequency of visiting an automated teller machine, by census region, July/August 2010
                                                                                                                                                                              • Figure 75: Frequency of visiting an automated teller machine, by area, July/August 2010
                                                                                                                                                                              • Figure 76: Frequency of visiting an automated teller machine, by area, July/August 2010
                                                                                                                                                                            • Income indicates where consumers bank
                                                                                                                                                                                • Figure 77: Type of institution for online bank account, by gender, July/August 2010
                                                                                                                                                                                • Figure 78: Type of institution for online bank account, by age, July/August 2010
                                                                                                                                                                                • Figure 79: Type of institution for online bank account, by household income, July/August 2010
                                                                                                                                                                                • Figure 80: Type of institution for online bank account, by gender and household income, July/August 2010
                                                                                                                                                                              • E-bills—what consumers think
                                                                                                                                                                                  • Figure 81: Familiarity with e-bills, by gender and age, June 2010
                                                                                                                                                                                  • Figure 82: Bank offers e-bills, by gender and age, June 2010
                                                                                                                                                                                  • Figure 83: Usage of e-bills, by gender and age, June 2010
                                                                                                                                                                                  • Figure 84: Reasons for not using e-bills, by gender and age, June 2010
                                                                                                                                                                              • Cluster Analysis, Part 1

                                                                                                                                                                                  • Mobiles
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Computerizers
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Potentials
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                            • Figure 85: Online and mobile banking clusters, July/August 2010
                                                                                                                                                                                                            • Figure 86: Banking activities conducted online on a computer, by online and mobile banking clusters, July/August 2010
                                                                                                                                                                                                            • Figure 87: Banking activities conducted online on a mobile phone, by online and mobile banking clusters, July/August 2010
                                                                                                                                                                                                            • Figure 88: Desired features for online banking, by online and mobile banking clusters, July/August 2010
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 89: Online and mobile banking clusters, by gender, July/August 2010
                                                                                                                                                                                                            • Figure 90: Online and mobile banking clusters, by age, July/August 2010
                                                                                                                                                                                                            • Figure 91: Online and mobile banking clusters, by household income, July/August 2010
                                                                                                                                                                                                            • Figure 92: Online and mobile banking clusters, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                            • Figure 93: Online and mobile banking clusters, by Hispanic origin, July/August 2010
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Cluster Analysis, Part 2

                                                                                                                                                                                                              • Dabblers
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • The Unconcerned
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Privatizers
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                        • Figure 94: Online financial marketing clusters, July/August 2010
                                                                                                                                                                                                                                        • Figure 95: Advantages to using the internet for investment research, by online financial marketing clusters, July/August 2010
                                                                                                                                                                                                                                        • Figure 96: Disadvantages to using the internet for investment research, by online financial marketing clusters, July/August 2010
                                                                                                                                                                                                                                        • Figure 97: Important features when purchasing financial products online, by online financial marketing clusters, July/August 2010
                                                                                                                                                                                                                                        • Figure 98: Changes that financial companies can make to help respondents feel more secure about their purchase, by online financial marketing clusters, July/August 2010
                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                        • Figure 99: Online financial marketing clusters, by gender, July/August 2010
                                                                                                                                                                                                                                        • Figure 100: Online financial marketing clusters, by age, July/August 2010
                                                                                                                                                                                                                                        • Figure 101: Online financial marketing clusters, by household income, July/August 2010
                                                                                                                                                                                                                                        • Figure 102: Online financial marketing clusters, by race, July/August 2010
                                                                                                                                                                                                                                        • Figure 103: Online financial marketing clusters, by Hispanic origin, July/August 2010
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Accenture
                                                                                                                                                                                                                                        • Ally Financial Inc.
                                                                                                                                                                                                                                        • American Automobile Association (AAA)
                                                                                                                                                                                                                                        • American Eagle Outfitters Inc
                                                                                                                                                                                                                                        • American Express Company (The)
                                                                                                                                                                                                                                        • Apple, Inc
                                                                                                                                                                                                                                        • AT&T Inc.
                                                                                                                                                                                                                                        • Banco Bilbao Vizcaya Argentaria, S.A.
                                                                                                                                                                                                                                        • Banco Popular North America
                                                                                                                                                                                                                                        • Bank of America Corporation
                                                                                                                                                                                                                                        • Bank One Corporation
                                                                                                                                                                                                                                        • Barclays Bank Delaware
                                                                                                                                                                                                                                        • BB&T Corporation
                                                                                                                                                                                                                                        • Bear Stearns
                                                                                                                                                                                                                                        • Best Buy stores (USA)
                                                                                                                                                                                                                                        • BlackRock, Inc.
                                                                                                                                                                                                                                        • Bloomberg L.P.
                                                                                                                                                                                                                                        • Bureau of Economic Analysis
                                                                                                                                                                                                                                        • Capital One Financial Corporation
                                                                                                                                                                                                                                        • Charles Schwab Corporation
                                                                                                                                                                                                                                        • Citibank
                                                                                                                                                                                                                                        • CitiFinancial
                                                                                                                                                                                                                                        • Citigroup Inc.
                                                                                                                                                                                                                                        • Citizens Financial Group, Inc.
                                                                                                                                                                                                                                        • Consumer Bankers Association
                                                                                                                                                                                                                                        • Countrywide Financial Corporation
                                                                                                                                                                                                                                        • Credit Union National Association
                                                                                                                                                                                                                                        • Diners Club International Ltd
                                                                                                                                                                                                                                        • Discover Financial Services Inc.
                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                        • Federal Deposit Insurance Corporation
                                                                                                                                                                                                                                        • Fifth Third Bancorp
                                                                                                                                                                                                                                        • First Data Corporation
                                                                                                                                                                                                                                        • Fiserv, Inc.
                                                                                                                                                                                                                                        • Gateway, Inc
                                                                                                                                                                                                                                        • General Motors Corporation
                                                                                                                                                                                                                                        • GMAC Financial Services (UK) Plc
                                                                                                                                                                                                                                        • Golden West Financial Corporation
                                                                                                                                                                                                                                        • Goldman Sachs Group, Inc., The
                                                                                                                                                                                                                                        • Harris Bankcorp, Inc.
                                                                                                                                                                                                                                        • Hart Associates
                                                                                                                                                                                                                                        • HSBC USA Inc.
                                                                                                                                                                                                                                        • Independent Community Bankers of America
                                                                                                                                                                                                                                        • ING Bank, fsb
                                                                                                                                                                                                                                        • Intuit Inc.
                                                                                                                                                                                                                                        • JPMorgan Chase & Co
                                                                                                                                                                                                                                        • KeyBank Real Estate Capital
                                                                                                                                                                                                                                        • Macy's, Inc.
                                                                                                                                                                                                                                        • MasterCard Incorporated
                                                                                                                                                                                                                                        • MBNA Corporation
                                                                                                                                                                                                                                        • Merrill Lynch & Co. Inc
                                                                                                                                                                                                                                        • Mortgage Bankers Association (MBA)
                                                                                                                                                                                                                                        • NatCity Investments Inc.
                                                                                                                                                                                                                                        • National Credit Union Administration
                                                                                                                                                                                                                                        • PayPal Inc.
                                                                                                                                                                                                                                        • Regions Financial Corporation
                                                                                                                                                                                                                                        • Research In Motion (USA)
                                                                                                                                                                                                                                        • Retail Industry Leaders Association (RILA)
                                                                                                                                                                                                                                        • ShareBuilder Corp.
                                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                                        • SunTrust Banks Inc.
                                                                                                                                                                                                                                        • T-Mobile USA
                                                                                                                                                                                                                                        • TD Ameritrade Holding Corporation
                                                                                                                                                                                                                                        • The American Bankers Association
                                                                                                                                                                                                                                        • The American Financial Services Association
                                                                                                                                                                                                                                        • The Boston Consulting Group Inc.
                                                                                                                                                                                                                                        • The PNC Financial Services Group
                                                                                                                                                                                                                                        • Toronto-Dominion Bank
                                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                                        • USAA
                                                                                                                                                                                                                                        • Verizon Wireless (Cellco)
                                                                                                                                                                                                                                        • Visa U.S.A. Inc.
                                                                                                                                                                                                                                        • Wachovia Corporation
                                                                                                                                                                                                                                        • Washington Mutual Inc
                                                                                                                                                                                                                                        • Wells Fargo Home Mortgage

                                                                                                                                                                                                                                        Online and Mobile Banking - US - November 2010

                                                                                                                                                                                                                                        £3,199.84 (Excl.Tax)