Anssi Mattila, University of Jyväskylä, Finland

The Role of Advertising

in

Mobile Banking Usage

 

                4100 survey responses and 200 in-depth interviews in 2000-2002

                6000 questionnaires mailed in 2003

 

 

From where heard about m-banking     Why started using

 

                2000: Every fifth (22.0%) customer had heard about IB from an add for the first time (s.d. 1.325)

 

                2000: Advertising was the third least effective driver in initiating the usage of IB (mean -2.03, scale -3…+3)

                2001: Two out of three (60.0%) customers named advertising as the most important reason why they had started using internet services

 

                2002: Among the non-users, advertising appeared to be the most important (36.4%) source of information about mobile banking

Demographic profile for customers who started using mobile banking services because of advertising

 

 

The biggest obstacles to usage

                Advertising content counts!     free from place versus you can

                Among the occasional users, advertising is the 4^th important (15.7%) source of information

 

AND

 

                Among the regular users, only every sixth (14.7%) announces advertising as their primary reason of starting to use mobile banking services

 

à

 

                The role of advertising (external effects) gets replaced by internal effects as the intensitiy of usage grows

 

 

 

Problems in usage