Source: Econsultancy / Adobe [download page]
Notes: Public desktop websites are a greater priority than smartphone applications or public mobile sites when it comes to providing a consistent customer experience, details a survey of financial services and insurance industry marketers conducted by Econsultancy in association with Adobe. That makes some amount of sense, considering that the financial sector lags others in mobile share of site visits (at least in the US).
Nevertheless, mobile channels in the aggregate comprised almost half of the survey respondents’ first choices for a consistent customer experience, suggesting that they do recognize the growing influence of mobile in financial services. Separately, the study finds that while almost 7 in 10 respondents know what proportion of their traffic comes via mobile devices, only 4 in 10 have identified and track mobile-specific KPIs.
About the Data: The Econsultancy and Adobe study is based on a survey of more than 200 senior-level marketers and digital professionals working in the FSI industry across North America and EMEA. Some 46% are based in North America, and another 44% in the UK. More than one-third come from companies with more than $1 billion in annual revenues.