While last week we focused on bank mobile app usage, in this article we take a look at how mobile and online usage compares to see what insights we can glean for bank marketing and customer experience management. Because your phone is always close-at-hand, mobile banking usage tends to be more stable and regular throughout the week and day. Mobile app banking usage tends to peak around lunch and stay steady until the late evening. This is different than website usage and this difference is worth knowing about before you set your technology and marketing budget for next year.
The Difference Between Mobile and Online Website Usage
When it comes to straight transactions, on a regular week, online banking usage is very similar to mobile usage. The bulk of the usage (below) is between the hours of 12pm and 9pm.
However, the substantial difference is that there is much less usage of online banking during the early hours of the day. The phone, not the computer, is where both businesses and consumers go first when they get up, at the breakfast table and on their way to work.
Time on Site
The picture becomes a little clearer when you analyze the amount of engagement or the time on each page of a typical bank’s website. Here, you see customers conduct more complicated transactions, problem resolution, and research at much more defined times than on mobile. While the mobile customer tends to generally shift research later in the day and after dinner, the online customer tends to stay on the site longer on Tuesdays and during lunch on Saturdays.
The other interesting aspect of customers that use your bank’s website is that under most “special situations” to include holiday shorten weeks, customers will prioritize Tuesdays and Thursdays above other banking days. The number of people hitting a bank’s site when there is a Monday holiday, for example, shifts to a Thursday (below).
In a similar fashion, when there is a holiday day, customers spend more time on the site on Tuesday (below).
In fact, when customers have other events in their lives, such as acts of god, large scale news events, major sporting events, or anything else that takes time, customers will tend to prioritize either Tuesday or Thursday to handle their minimum banking needs.
Putting This Into Action
Similar to our insight into mobile banking usage (HERE), bank managers, product designers, and marketers want to consider running new releases, content, and information on Tuesday and Thursdays in order to reach the most customers.
More transactional information such as information about rates, fees, or special opportunities should be run during the day, while more content and product education should be shifted later.
Further, mobile-specific information should be earlier in the morning, while bank website messaging should be in the afternoon.
We will also point out that it is around this time that bank marketing suffers a massive hit to return on investment. Usually right around the 20th of November, until the first week in January, customers shift their attention to the holidays while at the same time, marketing becomes substantially more expensive driven by retail advertising space demand. As a result, bank marketing during this time is the least effective when compared to the rest of the year.
As such, we recommend limiting any marketing spend during this time, restraining customer messaging to Tuesdays and Thursdays, and spend the resources setting up for the best time in bank marketing – the first couple of weeks in January.
Submitted by Chris Nichols on November 18, 2019