The growth of mobile time within the overall media mix has created new touchpoints for all digital businesses. As users grow in comfort with these almost omnipresent devices, the range of tasks performed on smartphones and tablets expands, and for users who can overcome historic concerns around trust and security of transacting on these platforms, the opportunities and convenience lead to comprehensive mobile activity. People who bank on mobile devices once a month or more exhibit extreme digital native qualities:
*'Mobile Bankers': people who access bank accounts on mobile at least once in a month.
Mobile Bankers are likely to be younger
They are more comfortable performing tasks on mobile
Mobile Bankers turn to handheld screens for ads & retail