NEW YORK (2/8/13)--Credit unions trolling for Hispanic members can pick up pointers about serving them from a recent survey examining this group's use of smartphones vs. tablets for mobile banking and determining how much Hispanics interact with their primary financial institution's mobile social media page.
Hispanics use both smartphones and tablets, but they have preferences, depending on the type of task involved, according to a 2012 Hispanic Mobile Banking Survey, a study of people age 18 to 70 by Zpryme and ThinkNow Research (eMarketer.com Feb. 6).
They prefer smartphones for checking balances (80%), receiving bank alerts (43%), and asking for customer service (12%). However, they are more apt to use tablets for all other tasks, including viewing transactions (66%), transferring money (46%), paying bills (46%), and finding the nearest bank/ATM (30%). The differences in preference were most pronounced (averaging about a 10- percentage point difference) in transferring money, paying bills.
Both devices received less than 14% use in several other areas. The tablet was used more frequently for editing account preferences (14%), managing investments (11%), and depositing checks remotely (11%). The two devices tied, at 4% in using them for applying for a loan or credit card.
The other aspect of the study examined the percentage of Hispanic respondents who have interacted with their bank's mobile media page and what social network channels they used. Interactions were defined as visitations, shares, likes, video views, follow, posts and comments.
The most popular network was Facebook, with 44% of those surveyed using this network, nearly twice that of the next most popular contender, Google. YouTube was used by 17%, Twitter by 15% and Pinterest by 4%.