January 07, 2013 | Eric Feinberg

How “Mobile” Are Financial Services Mobile Site Users?

Financial services app users, in contrast to m.site users, are proving to be true “mobile” users, who are more likely to use the mobile application while away from home, work, and school.

According to The 2012 ForeSee Mobile Satisfaction: Financial Services Edition, published in November, 2012:

  • 14% percent of m.site users were out and about when engaged with the company, while
  • 23% of app users engaged with the company on the go.

While ForeSee research shows that app users are more likely to be engaged while out and about, it also shows they display higher satisfaction (79 vs. 76) and future behaviors than those on the go with a mobile website.

Financial Services Mobile Apps vs. Mobile Sites

Read the full report here.

The ForeSee Mobile Satisfaction Index: Financial Services Edition

Categories: Financial Services

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

More by this author