News

PC remains king for online banking

More than half (55%) of early adopters in the UK still use their PC or laptop to bank online, rather than their smartphone or tablet device, according to new research from PHD.

The survey, which was conducted amongst 500 early adopters (those that own a smartphone and tablet and laptop or PC), found that, in comparison, only 36% use their smartphone and 39% their tablet for online banking.

A similar pattern emerged for making online purchases, such as a digital camera. More than two-fifths (41%) would buy it online using a PC, whereas only 7% would pay using a smartphone and just 5% on a tablet device.

“Whilst tablets grow in popularity and a smartphone becomes an everyday essential, there are still areas of online life where only a PC will do,” says PHD head of digital strategy Steve Taylor. “In particular financial transactions seem to necessitate this more familiar and ‘trusted’ device. Although we undoubtedly have a warmer relationship with our mobile devices, we don’t necessarily trust them.”

In addition, the research looked at consumer behaviours when purchasing products and services. It found that 41% would swap to a PC/laptop before buying and 21% would still go in store.

“We are seeing major shifts in path to purchase behaviour,” Taylor continues. “2012 may well prove to be the year of the tablet and will certainly see smartphones accounting for over half of all handsets. Brands and retailers need to best take advantage of the increasingly complex channels new devices open up to advertisers.”

Jenni Baker, London