Abstract: The majority of financial institutions have yet to maximize adoption of mobile banking
and are still unsure of what to strive for in terms of adoption metrics. Fiserv analysis
shows that successful financial institutions have a mobile adoption rate of 40 percent
of their online banking base, or higher. Data shows that mobile banking features
and effective promotion are critical for achieving the highest levels of adoption.
By understanding how mobile banking product attributes and marketing programs
impact adoption, financial institutions can develop actionable strategies, such as target
marketing and next generation product investment, to drive adoption and increase
the return on investment.