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di Bruno Macedo* (via shoutout.fintechna.com)According to BusinessInsider.de Bank app users in the U.S. may become more willing to pay a small monthly subscription fee to use their #mobile banking app. This conclusion is based in a recent study by S&P Global Market Intelligence.
Though the majority of survey respondents, which included 3,897 US bank app users, said they’re unwilling to pay, 21% of respondents said they’d pay $3 a month, and 40% said they’d be willing to pay $1 a month. The survey results suggest a concerted shift in consumer behavior in regards to subscriptions for #apps.
The same survey suggests interest in using subscription fees for mobile apps is gaining traction for a number of reasons:
An advice to businesses is made to be careful when considering shifting from a free service to a paid service, lest they risk alienating users. Customers unwilling to pay for an app could easily move to a competitor offering the service for free. One workaround to this problem could be the implementation of a tiered or freemium service, in which users get the basic app for free, and can pay a small subscription to receive a premium service.
Nevertheless, S&P’s survey shows how implementing a subscription model to an app has the potential to add a sizeable revenue stream to a previously free service. Other apps, such as gaming platforms or virtual assistants, could find similar interest should they investigate a subscription model.
The shift toward mobile bank apps is particularly pronounced among millennials, as more of them are moving toward digital banking. And as a result, they’re walking into their #banks‘ traditional brick-and-mortar branches less often than ever before.
This generation accounts for the greatest share of the U.S. population at 26% and the employed population at 34%, so it’s easy to see why their behaviors and preferences will have a profound effect on the future of the banking industry, particularly with regard to the way banks interact with their customers.
Third parties are expanding their role in providing services that consumers use to manage their money. And the more that role grows, the more it will disrupt the relationship between banks and their customers.
To paint a clearer picture of the future of the banking industry, John Heggestuen, managing research analyst at BI Intelligence, Business Insider’s premium research service, surveyed 1,500 banked millennials (ages 18-34) on their banking behaviors and preferences — from their preferred banking devices, to what banking actions they perform on those devices, to how often they perform them. That rigorous research led to a report entitled The Digital Disruption of Retail Banking that according to Businessinsider.de dives deep into the industry by: An analysis on how millennials use bank branches and why – even though there are a large share of millennials who still use branches, making significant investments in these channels isn’t a good move for banks. Explaining how mobile payments and mobile point-of-sale adoption by small retailers will make the ATM obsolete. Describing how digital channels, particularly the smartphone, will become the foundation of the bank-customer relationship.
BusinessInsider.de points in the article some take aways from the report:
Images: businessinsider.de / bi intelligence Digital Banking Survey Q3 2015 Source: businessinsider.de
29 agosto 2016