Los europeos ya usan la banca móvil habitualmente

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CLAVES:

  • Una encuesta de Visa sobre el uso de aplicaciones bancarias por parte de los europeos permite afirmar que el uso de aplicaciones bancarias es mayoritario en el continente.
  • Las aplicaciones bancarias son utilizadas por una amplia mayoría de los millennials.
  • Algunos bancos como JP Morgan han lanzado bancos móviles enfocados exclusivamente para clientes millennials.
  • Los consumidores aún no confían plenamente en que su privacidad y seguridad estén garantizada aunque la tendencia en este aspecto es alcista.

Los millennials acabarán con las sucursales bancarias. Esa es una de las conclusiones a las que llega un nuevo estudio de Visa en que 42.000 europeos han sido entrevistados sobre sus preferencias a la hora de realizar gestiones bancarias.

Pero el nuevo informe de Visa, titulado Digital Payments Study 2017 (llevada a cabo por Populus), no sólo analiza cómo se comportan los millennials con respecto a sus bancos, sino que también realiza un pormenorizado estudio del estado de la banca digital en el continente europeo.

La nueva encuesta de Visa Europa ha llegado a la conclusión de que el 77% de los europeos utilizan sus móviles para realizar operaciones bancarias y pagos. Para Visa la adopción del móvil como herramienta para las realización de operaciones bancarias se ha convertido en algo “natural”. Otras conclusiones que revela el estudio son las siguientes:

  • Casi dos tercios de los europeos (62%) comprueban sus balances o acceden a otros servicios a través de su aplicación bancaria. Como comparación, en 2015, sólo el 29% de los entrevistados tenía una aplicación móvil instalada y el 7% usaba una aplicación para la gestión del dinero.
  • Más de dos tercios (68%) ha usado un monedero digital como Paypal, un servicio de almacenado de datos de pago online (card-on-file) o una aplicación de pago como Apple Pay, Android Pay o Smasumg Pay. Esta proporción ha aumentado en 5 puntos desde 2016.
  • Los consumidores se están sintiendo cada vez más cómodos haciendo transacciones en sus dispositivos móviles que están siendo cada vez más usados en detrimento de los ordenadores de sobremesa y portátiles ya que el 48% de los europeos usa un móvil para comprar.
  • Casi el mismo número (45%) ha enviado dinero a sus amigos y familia usando un Smartphone o tableta.

Bill Gajda, vicepresidente senior de Innovación y Alianzas Estratégicas, dijo Visa: “Visa está comprometida con la innovación y con trabajar con un amplio espectro de socios para garantizar que los consumidores tengan acceso a pagos digitales seguros y seguros en cualquier dispositivo que deseen utilizar. Estamos entusiasmados con los resultados de esta encuesta y la confianza y el entusiasmo que los consumidores han expresado por las nuevas formas de pagar y ser pagados, abrazando los productos y servicios digitales que mejor se adaptan a su estilo de vida en rápido movimiento “.

Los millennials representan el cambio

Los resultados obtenidos por Visa y Populus no admite dudas: si algo está cambiando en como los consumidores recurren a los servicios de banca digital es en gran medida porque los millennials son quienes más rápido están adoptando estos servicios. De hecho el 86% de los encuestados con una edad de entre 18 y 34 años se consideran a sí mismos “usuarios de dinero móvil”, un porcentaje que subirá al 92% en los próximos 3 años.

  • EL 70% de los millennials europeos son usuarios de banca online, frente a la media europea el 62%.

Los millennials también lideran el uso del móvil como medio para realizar transferencias a amigos y familiares. El 57% hacen eso, en comparación con la media para la población europea que es 45%.

Diversos medios se han hecho eco de cómo el informe, que no está disponible aún en abierto, señala que en países como el Reino Unido el uso de apps móviles bancarias amenaza seriamente las pervivencia de sucursales bancarias.

En Reino Unido el 38% de los consumidores, lleva a cabo gestiones bancarias mediante una app con regularidad, un porcentaje que se incrementa hasta el 53% para los millennials. No obstante el 31% de los millennials británicos reconoce no haber usado nunca una app bancaria.

También señalan los medios que un tercio de los británicos ha realizado alguna vez un pago mediante móvil, mientras que el porcentaje se incrementa hasta el 59% en el caso de los millennials.

“La tecnología móvil ha revolucionado el sector de la banca minorista. Hasta hace relativamente poco tiempo, transacciones simples como la transferencia de dinero entre cuentas significaba visitar una sucursal bancaria en persona “, dice Jonathan Vaux, director ejecutivo de asociaciones de innovación de Visa.

“Ahora vemos a los bancos aceptar la flexibilidad que ofrecen las aplicaciones para reducir los puntos débiles para los clientes y permitirles mantenerse al tanto de sus finanzas mientras se encuentran en movimiento. En esencia, cualquier persona con un smartphone o tablet ahora es capaz de llevar su sucursal bancaria con ellos dondequiera que vayan.”

“Londres es uno de los centros fintech del mundo. Al ofrecer tanto seguridad como comodidad a través de la telefonía móvil sin comprometer el servicio al cliente, las instituciones financieras están captando la imaginación de los consumidores británicos más jóvenes. Como proveedor de pagos, estamos trabajando con socios de todos los tamaños para garantizar que ofrecemos las mejores soluciones para satisfacer las necesidades de los clientes y eliminar la fricción de la gestión del dinero móvil”. Añade Vaux.

Una de las cosas que nos enseña este report de Visa es que los millennials representan un sector poblacional que no sólo aboga por la innovación sino que la está liderando. Algunos bancos ya están reaccionando a esta tendencia modificando sus productos o lanzando algunos nuevos para adaptarlos a las preferencias de los consumidores más jóvenes.

Fuente: Business Insider

Uno de estos bancos es JP Morgan, que a finales del mes pasado lanzo Finn, un banco completamente digital que permite a sus clientes abrir cuentas, hacer depósitos, controlar los gastos o crear planes de ahorro.

Por ahora la aplicación de Finn está siendo testeada por usuarios de iOS en St. Louis aunque dentro de poco será ofrecida a usuarios de Android y también en otras ciudades americanas.

El foco en los millennials viene de la incorporación de una herramienta que permite a los millennials manejar su dinero y sus gastos. Además de las ofertas bancarias, como herramientas para crear ahorros y evitar el exceso de gastos, la aplicación tiene una función que permite a los clientes calificar las compras por “deseo” y “necesidad” y asignar emojis para saber cómo se sintieron al comprar. Eso podría atraer a los millennials, que prosperan con el efecto de red y el acceso digital, dándoles plataformas bancarias con las que se sienten más identificados que con el clásico modelo basado en las sucursales físicas.

La popularidad de las aplicaciones biométricas crece

Continuando con el informe de Visa, se señala que una de las características que conlleva la adopción de nuevas tecnologías es que con ellas surgen nuevas preocupaciones, como por ejemplo la seguridad, la privacidad y el uso de la biometría.

  • Dice Visa que las preocupaciones sobre la privacidad han descendidos de un 51% en 2016 a un 46% en el presente año.
  • La preocupación por las cuestiones relacionadas con la seguridad han descendido mucho más: del 65% en 2015 y 2016 al 59% actual.

No obstante pocos consumidores estarían dispuestos a compartir sus datos bancarios personales. Sólo el 46% de los encuestados compartiría sus datos bancarios con un miembro de su familia, porcentaje que desciende al 35% cuando se pregunta si lo compartirían con un banco y al 31% cuando se tratara de agencias gubernamentales.

La disconformidad de los consumidores crece aún más cuando se plantea la posibilidad de compartir los datos bancarios personales con redes sociales, ya que el 84% no se sentiría dispuesto a hacerlo.

Extrañamente, los usuarios se sienten mucho más dispuestos a compartir sus datos biométricos con terceras partes. De hecho el 84% de los encuestados confía en la aplicación de la biometría como medio de autenticación, un porcentaje que aumenta desde el 59% del año pasado.

Los sistemas de reconocimiento de huellas dactilares y de iris ocular son percibidos como los más seguros (con un 75% y un 74% respectivamente).

La confianza en la autenticación biométrica es tal que el 63% de los usuarios compartirían sus datos biométricos con sus bancos y el 62% lo haría con las agencias gubernamentales aunque sólo el 42% lo compartiría con las redes sociales.

FINEXTRA. Mobile apps replace bank branches for UK millennials. 30 de Octubre de 2017 [consultado 08-11-2017]. Disponible en: https://www.finextra.com/newsarticle/31260/mobile-apps-replace-bank-branches-for-uk-millennials?utm_medium=rss&utm_source=finextrafeed

VISA. Mobile MoneyTakes Off as 77%of Europeans Use their Phones to Bank and Make EverydayPayments. 21 de Septiembre de 2017 [consultado 08-11-2017]. Disponible en: https://www.visaeurope.com/media/pdf/45377.pdf

BUSINESS INSIDER. JPMorgan Chase launches digital-only bank. 24 de Octubre de 2017 [consultado 08-11-2017]. Disponible en: http://www.businessinsider.com/jpmorgan-chase-launches-digital-only-bank-2017-10

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