Mapa has recently carried out a mini study into how the world's top banks handle mobile detection. The research covered 106 banks in 23 countries and we used an iPhone and an Android phone to do the testing. As well as providing a summary below, we've put the results together in a 2 page infographic.
Most of the banks that recognise a mobile device when accessing their website on a smartphone, around a third of those in the study, will automatically redirect a visitor to their mobile optimised site. Typically, customers are provided with a link to the desktop site from the mobile site, French banks by contrast prompted their customers to choose between the two before allowing them to access to the website.
App options, ATM finders and click-to-call common place
Nearly all of the banks that detected a mobile device provided a login option to online banking. In most cases the Android content matched the iPhone. Among the standard features more than half of the banks offered
- An option to download an iPhone or an Android app
- Had a branch or ATM finder on the main menu and
- Provided a click-to-call functionality
But more interestingly, we identified a number of non-traditional approaches of mobile optimised websites.
One size does not fit all
Several banks had interactive product or mobile banking promotion banners on the first landing page. All three Spanish banks with mobile device detection and France's BNP Paribas offer a non-traditional layout with main menu icons resembling smartphone apps rather than a traditional list of functions.
Four banks had integrated links to social media sites on the main menu of the bank’s mobile website. The social media icons were designed for sharing the content on Facebook and Twitter or visiting the bank’s YouTube channel on a mobile device.
La Caixa, Barclays, Nordea, NAB and Westpac all stand out
With so many different approaches, it is difficult to determine what best practice is. The Spanish bank La Caixa has possibly the most innovative approach, whilst Barclays stands out with its unique mobile security software offering and a search tool on the main menu.
However, unique does not necessarily mean better, as there are certainly some good examples of traditional approaches too, especially the ones that manage to integrate product information whilst maintaining a simple navigational structure. Banks such as Nordea (Finland), NAB, and Westpac come to mind.