Update on online and mobile banking 47% of Germans will use online banking in 2012

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1 Digital economy and structural change E-Banking Snapshot 9 November 11 Update on online and mobile banking 47% of Germans will use online banking in 1 More than 4% of Europeans will use online banking in 1. For Germany, the figure will probably be 47%. Growth trends have been mostly stable in Europe over the last few years noteworthy exceptions are France where online banking adoption jumped 11 pp in 1 and the UK where adoption remained flat. chart 1 Northern countries lead the way. Consumers in Europe s north from Iceland to Estonia are well ahead in online banking adoption thanks to a combination of wealth and enthusiasm for technology. chart Mobile banking rings a bell. Usage of mobile banking has jumped in Germany thanks to better smartphones, affordable data plans and new banking apps. suggests that users of mobile banking are more loyal to their main bank, though reverse causality may be an issue here. chart Online banking delivers highest channel satisfaction. Globally, % of banking clients are satisfied with online banking (Germany: %). This is the highest score of all banking channels. chart 4 Clients are switching from branch visits to online banking for standard tasks. Nevertheless, quite a large number of German clients (4%) still use bank branches on a monthly basis. chart Author Thomas Meyer thomas-d.meyer@db.com Editor Antje Stobbe Technical Assistant Sabine Kaiser Deutsche Bank Frankfurt am Main Germany Internet: marketing.dbr@db.com Fax: Managing Director Thomas Mayer Branches remain key for closing sales. According to our recent study on German consumers, almost % of all sales are being researched online but purchased offline chart (see also E-conomics 79). Banks and friends are the most important sources of information on financial services. Unsurprisingly, users of online banking are increasingly turning to the internet for information even blogs are repeatedly named as main sources of information. chart 7 Yet, overall enthusiasm for financial issues is limited. Germans search online for Greece to make travel plans. Only in the last few weeks, interest seems to be driven increasingly by Greek crisis and Greek default in line with growing search volumes on euro crisis or EFSF (the latter mostly from users based in Berlin not Frankfurt). chart Users of online banking are an active group of financial clients. They are, in fact, eager to collect information, compare and discuss financial products in person. Such self-directedness thrives on financial literacy: online banking users are much more likely to consider themselves as savvy investors. chart 9 Many Germans have downgraded their financial literacy. The share of clients who consider themselves savvy investors has declined over the last few years. As a consequence, clients may shy away from making informed choices. But therein also lies a responsibility for financial firms to explain what is going on. Contrary to the trend, a growing share of DB clients consider themselves in the know users of online banking in particular. chart 1

2 More than 4% of European will bank online by 1 Online banking adoption, % of all individuals EU European clusters of online banking Online banking adoption, % of all individuals (1) 77 Northern enthusiasts DE Sources: DB, Eurostat, 11 1 More than 4% of Europeans will use online banking in 1. For Germany, the figure will probably be 47%. Growth trends have been mostly stable in Europe over the last few year noteworthy exceptions are France where online banking adoption jumped 11 pp in 1 and the UK where adoption remained flat. back to front page Northern countries lead the way. Consumers in Europe s north from Iceland to Estonia are well ahead in online banking adoption thanks to a combination of wealth and enthusiasm for technology. back to front page European core Southern and Eastern Europe Holdouts Sources: DB, Eurostat, Forrester, Pew, 11 Mobile banking rings a bell Share of clients having used mobile banking during the last 1 months, % of German internet users Sources: Accenture, DB, Mobile banking rings a bell. Usage of mobile banking has jumped in Germany thanks to better smartphones, affordable data plans and new banking apps. Usage is typically limited to simple tasks such as checking account balances and finding the nearest ATM. suggests that users of mobile banking are more loyal to their main bank, though reverse causality may be an issue here. back to front page November 11

3 Happiness is an internet connection Share of banking clients worldwide, which are satisfied with these channels, % Online banking Branches ATMs Call Centre Online banking delivers highest channel satisfaction. Globally, % of banking clients are satisfied with online banking (Germany: %). This is the highest score of all banking channels. The global score on mobile banking is relatively low mainly because of users in rich countries. A majority of Chinese (4%) and Indian (9%) users is satisfied. back to front page Mobile banking Source: Ernst & Young, 11 4 Fewer branch visits Banking channel clients use at least monthly, change 1-11 (pp) Use online banking Use ATM Use telephone banking - Go to branch -19 Clients are switching from branch visits to online banking for standard tasks. Nevertheless, quite a large number of German clients (4%) still use bank branches on a monthly basis, often for routine transactions such as picking up account statements and making money transfers activities that could well move online, too, and will do so in the future. back to front page Basis: German adults Sources: DB, Forrester, 11 Most sales are closed offline Share of new financial contracts, by research and sales channel, (%) online / online 1. offline / offline 7. online / offline 4. ROPO effect offline / online.7 Branches remain key for closing sales. According to our recent study on German consumers, almost % of all sales are being researched online but purchased offline (see E-conomics 79 for a full discussion of the ROPO effect). Another study on European consumers finds, similarly, that % of Europeans who bought a financial product researched both online and offline. A majority of them (%) eventually closed the sale vis-à-vis a human consultant. back to front page Source: GfK, Google, DB, 1 November 11

4 Most important source of info: banks & friends Main sources of information on financial services, % (11) Basis: German consumers (multiple responses allowed) Main bank (brochures) Friends Newspapers News magazines Online services Ads Banks and friends are the most important sources of information on financial services. Unsurprisingly, users of online banking are increasingly turning to the internet for information even blogs are repeatedly named as main sources of information. DB clients rely more strongly on information provided by the bank as well as business magazines. back to front page Business magazines Blogs All consumers DB clients Regular users of online banking Source: DB, Communication Networks 1. (Hrsg. Institut für Medien und Konsumentenforschung IMUK GmbH & Co.KG), 11 7 Online researchers care for Greece mainly as a vacation destination until this autumn Search volume at Google, by keyword(s) "financial crisis" "Greece" "EFSF"+"euro crisis" 1 Olympic Games Holiday time Forest fires Lehman shock Greek crisis 4 Yet, overall enthusiasm for financial issues is limited. Greece, for instance, raises interest primarily as a holiday destination, not as a crisis hot spot. Germans search online for Greece to make travel plans. Only in the last few weeks has interest seemed to be driven increasingly by Greek crisis and Greek default in line with growing search volumes on euro crisis or EFSF (the latter mostly from users based in Berlin not Frankfurt). back to front page Basis: Germany; respective keywords in German translation used. Search volume is relative to total search volume and normalised to 1. Online banking does not crowd out personal consultation % of German consumers, 11 Want more information on investment opportunities Accept higher risk in return for higher returns Shop around before taking a loan / making investments Regard comprehensive and personal consultation as important Prefer socially responsible investments Consider themselves savvy investors Sources: DB, Google, Users of online banking are an active group of financial clients. They are, in fact, eager to collect information, compare and discuss financial products in person. Such self-directedness thrives on financial literacy: online banking users are much more likely to consider themselves as savvy investors. back to front page Use online banking 4 Do not use online banking Sources: DB, TdW (Hrsg. Institut für Medien und Konsumentenforschung IMUK GmbH & Co.KG), 11 9 November 11 4

5 German downgrade their financial competence Share of German cosumers considering themselves savvy investors, rebased 9=1 Online banking users (DB clients) Online banking users (all consumers) Clients of Deutsche Bank All consumers Sources: DB, TdW (Hrsg. Institut für Medien und Konsumentenforschung IMUK GmbH & Co.KG), Many Germans have downgraded their financial literacy. The share of clients who consider themselves savvy investors has declined over the last few years little wonder perhaps, given that many old convictions have proved elusive. As a consequence, clients may limit their willingness to act autonomously on financial issues and shy away from making informed choices. But therein also lies a responsibility for financial firms to explain what is going on. Contrary to the trend, a growing share of DB clients consider themselves in the know users of online banking in particular. back to front page Copyright 11. Deutsche Bank AG, DB, Frankfurt am Main, Germany. All rights reserved. When quoting please cite Deutsche Bank. The above information does not constitute the provision of investment, legal or tax advice. Any views expressed reflect the current views of the author, which do not necessarily correspond to the opinions of Deutsche Bank AG or its affiliates. Opinions expressed may change without notice. Opinions expressed may differ from views set out in other documents, including research, published by Deutsche Bank. The above information is provided for informational purposes only and without any obligation, whether contractual or otherwise. No warranty or representation is made as to the correctness, completeness and accuracy of the information given or the assessments made. In Germany this information is approved and/or communicated by Deutsche Bank AG Frankfurt, authorised by Bundesanstalt für Finanzdienstleistungsaufsicht. In the United Kingdom this information is approved and/or communicated by Deutsche Bank AG London, a member of the London Stock Exchange regulated by the Financial Services Authority for the conduct of investment business in the UK. This information is distributed in Hong Kong by Deutsche Bank AG, Hong Kong Branch, in Korea by Deutsche Securities Korea Co. and in Singapore by Deutsche Bank AG, Singapore Branch. In Japan this information is approved and/or distributed by Deutsche Securities Limited, Tokyo Branch. In Australia, retail clients should obtain a copy of a Product Disclosure Statement (PDS) relating to any financial product referred to in this report and consider the PDS before making any decision about whether to acquire the product. ISSN Internet: / ISSN November 11