Bank clients prefer to access their banks mostly through the web, specifically 75 percent, compared to the 15% who chose the app.
The study indicates that the high digital skills of Spaniards increase the possibility of companies to be connected with their customers, but; “we must also take into consideration that the level of demand by them with respect to our platforms is much greate”r.
The survey analyzes the skills of citizens for the proper use of the tools of these two sectors. It concludes that the level of digitalization is high but as the complexity of the tools increases, the difference in their performance increases, taking into account factors such as age and socioeconomic level. In summary, user performance decreases as tool complexity increases, age increases and socioeconomic level drops.
85 percent of the respondents have high digital skills for the search, collection and management of information (copy or move files to folders, save files on the Internet, obtain information from applications from the web or find information about goods and services).
In addition, 80 percent have high skills for communication in digital environments, especially in social networks and collaborative work and 79 percent for the solution of their needs through the use of appropriate digital tools.
The capacities diminish, however, in the use of digital tools to create and edit
content through tools such as software: less than half (44 percent) have a high
level for the proper use of these.
The survey, conducted between men and women between 18 and 65 years with Internet access from home and mobile, reveals that users between 26 and 35 years are those with higher skills (92 percent) regarding the information. It is significant that only 1 percent of people from 56 to 65 years of age claim to have no digital knowledge.
In this sense, in the tendency of the use of the Internet with respect to the search, collection and management of information, the age bracket stands out from 26 to 35 years old, while in the use of software it is the young people between 18 and 25 years old who show superior capabilities. 55 percent versus 47 percent of those from 26 to 35 years.
BANKING
The study pays special attention to the banking sector: how and for what Spaniards use the website and mobile applications of their main financial institution and how they value it. 75% of respondents have accessed their bank through the web, being those between 26 and 45 years of age from medium or high socioeconomic sectors and with basic or higher digital skills who most use the “online” channel.
The best valued aspects regarding the use of banking applications are their easy use (81 percent); make transactions comfortably (80 percent) and easily navigate (79 percent).
The satisfaction of users regarding the website is mediated by the ease of use and appearance, which can establish a relationship between these variables and overall satisfaction with the website.
TELECOMMUNICATIONS
The study carried out among 403 people during the first week of April this year, also includes conclusions regarding the use of digital platforms of customers in the telecommunications sector. Thus, when hiring a product or financial service, users value that the platforms offer a good service (94 percent) and that they have the most advanced technology at the service of their clients (92 percent). A greater
distance, 70 percent, that marks a trend in innovation.
In general, the attributes associated with innovation that generate greater interest on the part of users are the offer of a service through digital platforms (94 percent) and the availability of advanced technology at the service of customers (92
percent).
But what is most important to users when hiring a product or service in this sector is to find that it is necessary. This is affirmed by 63 percent, followed by 56 and 55 percent who say that the most important thing is to be able to make purchases safely and contract or cancel products and services. Both preferences have a similar level of importance in all the brands analyzed.
Almost half of the respondents, 41 percent, have accessed their telecommunications service provider through “app” and 23 percent of them say they feel satisfied with the use of these, although the majority of the citizens does it
through the web of their telecommunication company.
The most valued aspect by the users of the website of their telecommunication companies is the possibility that offers to contract services and products. In the case of the “app”, they are used mostly to check their consumption, see invoices and offers, as well as to make payments and recharges (76 percent).
On May 30, a full study research called “Do we know our digital client” will be presented in Madrid, where the perception of Spanish users about the digital platforms of their banks and telecommunication companies is revealed and where they will address how the brands are valued in this study by their clients.
Source:paymentmedia.com