Banks lead when it comes to the 'digital experience'
Consumers report their smartphones have become important tools in helping them manage their money and they say their "digital experience" dealing with banks rates higher then their experience with other mobile service providers.A survey of Australian consumers' digital experience prepared for Visa by researcher RFi Group found that mobile users now spend an average of fours hours a day on their smartphones doing non-call related activities.Twenty-seven per cent said their smartphone was very important in helping them manage their money.Fifty-six per cent use an app or a browser on a smartphone for banking services, while two-thirds say their primary interaction with their bank is through a digital channel.RFi found that the quality of the digital experience is highly important when it comes to influencing consumer sentiment about banks.Banks rank well for the quality of their digital experience, with 33 per cent of people saying banks provide the best experience - ahead of retailers, telecommunications companies, social media sites, travel companies and media.Still, the report said there were some lessons the financial services industry could learn from the way other industries use smartphone technology, such as better incorporation of loyalty programs, more complete integration of digital and physical channels and tracking of the progress of product applications.Seventy-two per cent own a smartphone, up from 60 per cent in 2014.Only three per cent of consumers under 25 don't own a desktop or laptop computer (for people aged 45 to 64 the proportion is five per cent).One interesting finding is that only 23 per cent have an internet connected television.