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APRIL 2011

Ron Shevlin +1.617.338.6045 rshevlin@aitegroup.com Gwenn Bezard Judith Fishman The Impact of Mobile Banking: A Case for Mobile Marketing © 2011 Aite Group LLC. All rights reserved. Reproduction of this report by any means is strictly prohibited. Photocopying or electronic distribution of this document or any of its contents without prior written consent of the publisher violates U.S. copyright law, and is punishable by statutory damages of up to US$150,000 per infringement, plus attorneys’ fees (17 USC 504 et seq. . Without advance permission, illegal copying includes regular photocopying, faxing, excerpting, forwarding electronically, and sharing of online access. The Impact of Mobile Banking: A Case for Mobile Marketing April 2011 TABLE OF CONTENTS INTRODUCTION .............................................................................................................................................. 4 ABOUT THE SURVEY DATA.............................................................................................................................. 5 WHAT BANKS SHOULD KNOW ABOUT MOBILE BANKERS.............................................................................. 6 NUMBER 1: MOBILE BANKERS ARE MAINSTREAM CONSUMERS ....................................................... 6 NUMBER 2: MOBILE BANKERS ARE BALANCE CHECKERS.................................................................... 9 NUMBER 3: MOBILE BANKERS ARE ELECTRONIC COUPON‐CLIPPERS............................................... 10 NUMBER 4: MOBILE BANKERS ARE MOBILE PURCHASERS ............................................................... 11 NUMBER 5: MOBILE BANKERS ARE MIGRATING AWAY FROM CHECKS ........................................... 13 CONCLUSION ................................................................................................................................................ 14 1. DRIVE—DON’T DETER—DEBIT CARD USAGE ................................................................................ 15 2. INVEST IN MERCHANT‐FUNDED REWARDS PROGRAMS............................................................... 16 3. MARKET PREPAID CARDS TO MOBILE BANKERS ........................................................................... 16 RELATED AITE GROUP RESEARCH ................................................................................................................. 19 ABOUT AITE GROUP...................................................................................................................................... 20 CONTACT ...................................................................................................................................................... 20 ©2011 Aite Group LLC. All rights reserved. Reproduction of this report by any means is strictly prohibited. 101 Arch Street, Suite 501, Boston, MA 02110 Tel: +1.617.338.6050 Fax: +1.617.338.6078 info@aitegroup.com www.aitegroup.com 2 The Impact of Mobile Banking: A Case for Mobile Marketing April 2011 LIST OF FIGURES FIGURE 1: MOBILE BANKING DEPLOYMENT AMONG LARGE BANKS ............................................................ 4 FIGURE 2: MOBILE BANKING DEPLOYMENT AMONG CREDIT UNIONS ......................................................... 4 FIGURE 3: SURVEY DEMOGRAPHICS............................................................................................................... 5 FIGURE 4: MOBILE BANKING ADOPTION ........................................................................................................ 6 FIGURE 5: ALLOCATION OF MOBILE BANKERS BY GENERATION .................................................................... 7 FIGURE 6: PERCENTAGE OF DEMOGRAPHIC SEGMENTS THAT ARE MOBILE BANKERS ................................. 7 FIGURE 7: AVERAGE INCOME, MOBILE BANKERS VS. NON‐MOBILE BANKERS .............................................. 8 FIGURE 8: NUMBER OF TIMES CONSUMERS CHECKED BALANCE WITH MOBILE DEVICE, Q4 2010............... 9 FIGURE 9: NUMBER OF TIMES CONSUMERS CHECKED ACCOUNT BALANCE ONLINE, Q4 2010 .................... 9 FIGURE 10: CHANGES IN COUPON USAGE BY MOBILE BANKING ADOPTION .............................................. 10 FIGURE 11: ELECTRONIC COUPON USAGE BY GENERATION AND MOBILE BANKING USE ........................... 11 FIGURE 12: PERCENTAGE OF CONSUMERS MAKING MOBILE PURCHASES BY SEGMENT ............................ 12 FIGURE 13: NUMBER OF MOBILE PURCHASES MADE BY MOBILE BANKING ADOPTION, Q4 2010.............. 12 FIGURE 14: CHANGES IN CHECK USAGE BY MOBILE BANKING ADOPTION .................................................. 13 FIGURE 15: PERCENTAGE OF CONSUMERS USING CHECKS LESS BY GENERATION ...................................... 13 FIGURE 16: CHANGES IN DEBIT CARD USAGE BY GENERATION ................................................................... 14 FIGURE 17: PERCENTAGE OF CONSUMERS USING PREPAID CARD FOR PURCHASES, Q4 2010 ................... 16 FIGURE 18: PERCENTAGE OF CONSUMERS USING PREPAID CARD FOR PURCHASES, Q4 2010 ................... 17 FIGURE 19: AVERAGE NUMBER OF PREPAID CARD PURCHASES MADE, Q4 2010 ....................................... 17 LIST OF TABLES TABLE A: DEBIT INTERCHANGE REVENUE: BASELINE ................................................................................... 15 TABLE B: DEBIT INTERCHANGE REVENUE: SCENARIO .................................................................................. 15 TABLE C: PREPAID Read the full APRIL 2011.