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ING Direct has launched a new mobile app designed to meet the demand of its growingly mobile customer base, in which the bank saw a 280% increase in mobile interactions in 2012.
“The consistent trend in web visits has been around 15% year-on-year, but this spike in mobile interactions is proof of ever-growing consumer demand and comfort to be able to ‘do’ while on the go,” says executive director distribution at ING Direct, Lisa Claes.
The app, collaboratively developed and designed by the lender’s digital team with Oakton and Deloitte Digital, allows customers to view their account balance across all their products before logging in and transfer money to anyone in Australia - with email or SMS notification.
“For a bank where 95% of customer transactions occur online, and 39% of those are via mobile and increasing, this is absolutely the next step for a branchless bank like ING Direct,” says Claes.
“We know that our mobile customers bank with us more regularly and we want to make that experience easy and intuitive to ensure customers have visibility and control over their personal finances. As such we have designed our app to appeal specifically to customers wanting transparency, immediacy and simplicity in their core banking functionality.”
“Deloitte research released this month shows that 30% of Australian across all ages (14-75) use their mobile for banking at least weekly – double last year’s usage,” says Deloitte Digital partner, Jonathan Rees. “The ING DIRECT app is all about creating something intuitive for customers ‘on the go’.”
