More and more consumers are deciding where to bank based on how enamored they are with the bank's mobile offerings, according to a new report from AlixPartners.
The AlixPartners Mobile Financial Services Tracking Study conducted in the fourth quarter found that up to 60% of smartphone and tablet users who switched primary banks said mobile banking capabilities were "important" or "extremely important" in their decision.
Asked the same question earlier in 2013, 48% of consumers who switched banks said that mobile capability was a determining factor.
The results illustrate just how quickly U.S. consumers are embracing mobile banking, the global business-advisory firm said in a press release. Currently 28% of U.S. banking consumers use mobile banking, up four percentage from the previous quarter, and nine percentage points from the fourth quarter survey of 2012.
"Mobile is now mainstream," said Teresa Epperson, managing director in the financial services practice at AlixPartners, adding that she expects consumers' migration to mobile to continue.
The report also found that remote deposit capture adoption is growing steadily among smartphone or tablet owners of all ages, up to 22%, from 18% in early 2013.
Consumer demand is now pressuring banks to innovate, Epperson said. And if mobile RDC is viewed as the current "big attraction" in the ongoing wave of industry innovations on behalf of consumers, she added, mobile photo bill pay may be "the next big thing." AlixPartners data show in the fourth quarter of 2013, 28% of consumers aged 26 to 34 who participated in the survey reported they were "likely to change banks to gain access to mobile photo bill pay."