Research by ACI Worldwide and Aite Group Identifies
Smartphonatics Responsible for Driving Mobile Banking and
Payment Services Demand
NEW YORK and BOSTON, May 14, 2012 (GLOBE NEWSWIRE) -- A study of mobile
banking and payment adoption rates in 14 countries by ACI Worldwide
(Nasdaq:ACIW) and Aite Group has discovered a new category of consumer,
known as Smartphonatics, that is driving the demand for mobile payments
and banking. A Smartphonatic is someone who changes their shopping,
financial and payment behavior as a result of owning a smartphone. The
report identifies a stark difference between mobile adoption among
Smartphonatics and other consumers: while 80 percent of Smartphonatics
have used their smartphones for mobile banking only one-third of
non-Smartphonatics report doing so. Similarly 70 percent of
Smartphonatics have used their smartphones for mobile payments, less
than a quarter of non-Smartphonatics have done so.
The report asserts that Smartphonatics' behavior is shaping consumers'
needs and requirements for mobile payment and banking solutions in
today's market, and sets the bar for how financial institutions and
retailers will have to respond over the next five years to stay
competitive. The full report is available for free download at
"Smartphonatics enthusiastically use their smartphones when they shop
for products and services as well as when they interact with their
banks," said Ron Shevlin, senior analyst, Aite Group. "They exist
around the world and while they may be more concentrated in some
countries it is quite clear they are an emerging consumer force.
Smartphonatics are driving the adoption of mobile banking and payments
and will be an agent for change. Financial and retail institutions will
need to adapt or risk being left behind."
Smartphonatics vary by region and age: Smartphonatics more common in
India and China than in the U.S. and Europe.
The report details specific geographic and demographic trends among
this emerging market segment. Principal findings include:
-- Globally, nearly 25 percent of consumers can be classified as
-- Identified Smartphonatics' by country represent a country's mobile
maturity level: India has the highest percentage of identified
Smartphonatics, at 60 percent, followed by South Africa (42 percent).
The fewest are found in Germany (10 percent), France (8 percent) and
Canada (7 percent). The United States ranks in the middle at 20 percent.
-- Mobile banking adoption: India also ranks highest for mobile banking
adoption at 76 percent, followed by China. Germany, with a 24 percent
adoption rate, and Canada at 18 percent have the lowest rate of
-- Mobile payment services: (i.e. use of the smartphone to make a payment
in a shop or to another person) from surveyed countries ranges from
two-thirds of respondents in China and India to only 15 percent usage
reported by Canadian participants and 13 percent reported by the French.
-- Smartphonatics are young: 36 percent of Gen Yers (between the ages of 20
and 31) are Smartphonatics as are nearly one-third of Gen Xers (ages 32
to 46). The number drops significantly among both Baby Boomers (ages
47-65) at 18 percent and Seniors (66+) at six percent.
Mobile will not replace traditional banking or payment systems
The study also determined that the emergence of Smartphonatics will not
result in the demise of traditional banking or payment systems. The
findings indicate that while using a mobile device is the preferred
method of payment and banking in many groups, it is not expected to be
the only method. Smartphonatics are more willing than other consumers
to experiment with different approaches to mobile payments and banking.
Also, simply owning a smartphone does not make one a Smartphonatic.
"Consumers expect to shop and transact anywhere, at anytime making
mobile the hottest area of opportunity for financial institutions,
processors and retailers today," said Ralph Dangelmaier, president,
Global Markets and Services, ACI Worldwide. "These organizations need
to plan strategically for mobile as part of their overall channel
strategy, alongside ATMs, POS, branch and online banking. The most
successful companies are leveraging their existing banking and payments
systems to implement innovative mobile services. That way, they can cut
down costs and time to market for new mobile ventures."
This study consisted of an online survey of 4,200 consumers from 14
countries in three main geographic regions, the Americas, (North &
South America), EMEA (Europe, Middle East & Africa) and APAC
(Asia/Pacific). For the purposes of the analysis, the data survey was
weighted to represent the overall age distribution of each country's
population. The study was conducted during Q1 of 2012.
About ACI Worldwide
ACI Worldwide powers electronic payments and banking for 1,650
financial institutions, retailers and processors around the world.
Through our integrated suite of software products and hosted services,
we deliver a broad range of solutions for electronic payments,
transaction banking, mobile, branch, and voice banking, fraud detection
and trade finance. To learn more about ACI and understand why we are
trusted globally, please visit www.aciworldwide.com. You can also find
us at www.paymentsinsights.com or on Twitter @ACI_Worldwide.
About Aite Group
Aite Group is an independent research and advisory firm focused on
business, technology and regulatory issues and their impact on the
financial services industry. With expertise in banking, payments,
securities, investments, and insurance, Aite Group's analysts deliver
comprehensive, actionable advice to key market participants in
financial services. Headquartered in Boston with a presence in Chicago,
New York, San Francisco, London and Milan, Aite Group works with its
clients as a partner, advisor and catalyst, challenging their basic
assumptions and ensuring they remain at the forefront of industry
(C) Copyright ACI Worldwide, Inc. 2012.
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