The 2012 ath Power Mobile Banking StudyTM

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  Download the ath Power Mobile Banking Study™ Excerpt

The ath Power Mobile Banking Study™ was conducted to understand the wants, needs and customer experience environment associated with mobile banking as well as to understand how banking institutions can increase overall usage and adoption of their mobile offerings. Through a combination of survey research and actual usage audits of mobile applications, this study examines the utilization of multiple banking channels to understand what tools and features mobile will need to become the optimal choice for all banking activities. This report also unveils important differences across customer segments relative to choice of bank, customer loyalty and usage patterns, and reveals the key drivers and enablers for those user segments.



1,527 Mobile Banking Customers responded to an online survey that set out to determine what factors make up an “ideal mobile banking experience” for consumers, and to uncover the impediments to producing such an experience. Through this evaluation, consumers provided information about their current banking behaviors and assessed their current mobile banking experience on an array of dimensions including ease-of-use, satisfaction and problem resolution.

Additionally, 350 current mobile banking users were asked to login to their mobile banking applications to seek out certain features and perform specific tasks. They provided detailed feedback on their direct user experience, and their reactions to the various functions - checking balances, transferring funds, locating branches, etc. Among dimensions evaluated and commented upon for each task were the visual appeal, readability, navigation, and speed.


Institutions Evaluated

More than 240 banks and credit unions were represented within the survey portion of The ath Power Mobile Banking Study™ and 63 institutions were represented in the mobile app audit section.


Through this report, discover:

  • How to improve adoption & usage of mobile banking offering;
  • What's missing from current offerings but sought by consumers and small business owners;
  • What consumers are willing to pay for today's basic mobile offering;
  • How banks can leverage mobile banking for greater customer loyalty and retention;
  • Easy ways in which banks can improve service to mobile banking users;
  • Alternative models to enable banks to gain revenue through 'mobile' while not upsetting their customers;
  • Why small business owners should be targeted for mobile banking during the 'onboarding' process.


Buyers of the report are invited to partake in an optional one hour phone discussion with the report lead author, Michael McEvoy.


This report contains 44 pages and 38 figures.


Invoicing Option

If you prefer to be invoiced for this report purchase, please send an email to and include your name, company name, phone number, email address and which report(s) you wish to purchase and a customer representative will respond to you within 24 hours.

Custom Studies Available

If you are interested in obtaining a customized competitive analysis for your own institution, please send an email to please send an email to or call 978.474.6464 extension 103.

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