Tablet bankers more engaged with products and services
Consumers who bank via a tablet are more engaged with their bank and access more products according to research undertaken by ING Direct.
The research of its own client base, who do not have access to a branch network, showed that those who accessed ING Direct via a tablet were more engaged than those using a mobile phone or via a computer.
ING Direct said that tablet users were 180 per cent more likely to have more than one banking product and had saving balances nearly 80 per cent higher than those who banked via mobile phone. Those customers who used a native app on their tablet also logged in four times more than those logging in via a website.
ING Direct Executive Director of Customer Distribution Lisa Claes said the shift to tablet banking reflected the move away from online banking via computer which had replaced the initial phone based banking offered by ING Direct.
"We never try to second guess the customer, rather our philosophy is to move to where the customer wants to be. It's important for us as a bank to provide the easiest access possible for the devices that our customers choose to use," Claes says.
As part of this shift to offer more services online and via mobile banking last month ING Direct allowed accredited financial advisers access to its Living Super platform which had been on offer to the direct market since 2012.
Under the arrangement ING Direct clients can authorise the deduction of their superannuation advice fee from their Living Super account and allow their adviser non-transactional access to their Living Super account. Full administration access will be provided to advisers with the launch of an adviser portal early in 2015.
AUTHOR
Jason Spits
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