The Drive to
Bank on Digital
Discover how today's online bankers are shaping
tomorrow's financial institutions across Brazil and Mexico.
CONTENTS
Across Latin America’s two most populous countries, people are starting to expect more from their banks. But are banks in Brazil and Mexico rising to the occasion? Recent research reveals that 1 in 2 online bankers don’t think so.
In a previous post, we looked at how mobile is reshaping the way people shop across Latin America. And now, a recent study allows us to shed new light on how digital and mobile are transforming the way people bank.
To explore what increasing mobile usage, shifting behaviors and rising expectations mean for banks operating across Latin America, Facebook IQ commissioned Ipsos to conduct online interviews among 1,391 connected bankers—Brazilians in classes A, B and C and Mexicans in classes A, B, C+, C and C- who have Internet access and active bank accounts.1
We discovered that the drive to bank online is widespread and reaches across genders and generations. We also found that banks have a significant opportunity to close the gap between their clients’ expectations and services offered.
Check out the infographic below to see what it all means for marketers.
Infographic: The rise of digital banking
Source unless otherwise specified: “Serviços Financeiros 2.0” by Ipsos (Facebook-commissioned study of people ages 18–55 in BR and MX), Jan 2016. This study included interviews with 742 online survey respondents in classes A, B and C in BR and 649 in classes A, B, C+, C and C- in MX.
What it means for marketers
Connect with online bankers
Online bankers have money and complex needs and are an attractive opportunity in any market. Grow alongside these sophisticated clients by offering an expanded range of solutions, targeted to their unique needs and delivered consistently across channels.
Make mobile the center of your omnichannel experience
While online bankers have embraced the convenience of mobile, personal service and in-person conversations remain important. Whether it’s personalized guidance delivered through an app or the personal touch of being able to chat with a dedicated bank manager, make mobile the central connection.
Let today's online bankers light the way
Invest in truly understanding online bankers’ expectations, behaviors and preferences. Then leverage those learnings to develop solutions that exceed their expectations today and anticipate their needs tomorrow.
