xAD, a New-York based mobile advertising network and Telmetrics, a Canadian-based call measurement provider, released results to a study late last month detailing the “path to purchase” for mobile consumers. Nielsen conducted the online survey of more than 2,000 U.S. smartphone and tablet users. Results specific to the banking industry won’t be available until September, but the infographic below details some interesting trends related to the banking industry, namely:
- 70 percent of mobile users prefer brand apps for banking, BUT…
- 60 percent expect businesses to be local. BUT….
- Banking has a “now” factor…meaning 50 percent intend to make a purchase immediately or within a day.
The results of this study are available here.