comScore just enhanced its website traffic reporting by showing both the mobile and desktop audience at major websites. They call it Media Metrix Multi-Platform. The top-50 U.S. sites are available here.
Unfortunately, there are no banks in the top-50 and just one fintech company (Intuit, note 1). But comScore forwarded us a list of the top-10 banks to share with readers (thanks, see table below).
- The mobile-only group is becoming a significant segment, amounting to about 20% of the desktop banking group (across all banks)
- However, BofA and Chase have much higher mobile-only groups, 50% higher than any other top-10 bank
- Across all banks, 40% of mobile users are “mobile-only” while 60% also use desktop online banking
- But at BofA and Chase, about 2/3 of their mobile base is “mobile-only”
Bottom line: It is no surprise that mobile usage is significant. But what I didn’t realize is how quickly mobile users are giving up desktop online banking. Look at Chase and BofA, which have had mobile the longest. Only 1/3 of their mobile users went to the desktop during February. Partly, that’s because many are single-service credit card customers. But it’s strong evidence for what many have hypothesized: once users become accustomed to mobile convenience, they have much less need for desktop access.
Table: U.S. desktop and mobile traffic at the top-10 busiest U.S. banks
millions of unique visitors, age 18+ (Feb 2013)
|Feb 2013 (USA)||Total||Desktop||Mobile*||Mobile Only||Mobile Incremental**|
|Total U.S. Internet||236||221||127||14.5||7%|
|1. Bank of America||31.5||24.1||11.7||7.4||31%|
|2. JPMorgan Chase||28.3||21.9||9.9||6.3||29%|
|3. Wells Fargo||22.2||20.0||3.5||2.2||11%|
|4. Capital One||15.4||12.7||3.8||2.8||22%|
|9. US Bank||5.5||4.8||0.9||0.7||14%|
Source: comScore, March 2013 (methodology)
*Includes smartphone and tablets, native apps and mobile Internet
**Mobile-only divided by desktop base
1. Intuit placed #42 of all U.S. digital properties with mobile audience of 15 mil, desktop of 29 mil, and total 38 million. It had 8.9 million mobile-only users, 31% of its desktop base.