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USAA Tops Mobile Banking App UX Study

The 2012 ath Mobile Banking Study reveals that mobile apps from USAA, Huntington Bank and BB&T rank the highest in terms of customer experience.

USAA wins out when it comes to customer experience and satisfaction with mobile banking offerings. That's according to the 2012 ath Mobile Banking Study, which was recently conducted by financial services research and customer experience strategy development firm ath Power Consulting.

The study combined an online survey of more than 1,500 mobile banking users with hands-on user audits of mobile banking applications from about 240 banks and credit unions. Seventy-three percent of users surveyed claimed high satisfaction with USSA's mobile offerings. Huntington Bank and BB&T ranked right below USAA in terms of in customer satisfaction.

Other key findings of the report suggest that about 50 percent of banks do not yet have mobile offerings, and the banks that do are not promoting the offerings properly or giving adequate customer support. In addition, customers cite remote deposit capture as the missing feature most sought in mobile applications.

[For more on mobile RDC, read "Mobile Remote Deposit Capture: Putting a Price on Convenience."]

"The revenue potential for banks who add compelling features to their mobile offerings could be significant," noted Frank Aloi, president and CEO of ath Power Consulting. "However, it is alarming that only 10 percent of users were prompted to first use their bank’s mobile channel by their actual bank. This indicates a clear lack of customer education, yet an obvious opportunity for banks to take initiative to promote their offerings."

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