American banks need to improve instructions and set-up processes if they are to attract customers to their mobile services, according to research from Change Sciences Group.
In a review of the mobile sites offered by 10 leading banks, the firm ranks Bank of America as the best, followed by Citi and Wells Fargo. HSBC comes bottom of the list, narrowly beaten by SunTrust.
Change Sciences Group says that 60% of sites fail to answer at least one question that users have. Meanwhile, 90% lack content that some users consider persuasive and 30% have some navigation design challenges.
Steve Ellis, Change Sciences Group, says: "Consumers are wary of new technologies, expecting set-up hassles that outweigh the benefits of the service. With mobile banking, the pool of early adopters is shrinking. The burden is now on banks to make mobile banking set-up clear and easy."