Data from mobile in the fintech industry | Mobile Trends Conference for Banking

Does the ongoing expansion of mobile devices shape the Polish banking sector? How did mobile affect the development of fintech? What factors influence the success or failure of a fintech mobile application? What is the future of the industry? What trends do we observe?
On October 3-4, 2019, a special edition of Mobile Trends conference for the banking and financial sector took place at Warsaw’s Kinoteka. During the second day of the event, we presented the speech on
Data from mobile in the fintech industry. User analysis.

Table of Contents

  1. Introduction
  2. FinTech areas
    1. E-banking & mobile banking
    2. Online payment services
    3. Internet comparison websites and auction platforms
    4. Communication solutions
  3. Summary – Data potential from mobile in fintech areas
  4. Sources

Introduction

Fintech is an industry with over half a century of history [1]. Initially, it is very closely associated with financial institutions, with the passage of time appearing in other areas of services and products. The turning point, the beginning of a revolution, determines the mass dissemination of smartphones after 2010 [2]. Today, almost all of us use fintech solutions, often without realizing it – when shopping online, exchanging currency, ordering food or using communication services. 

The use of mobile devices generates huge amounts of information. These are passive data with parameters such as: geolocation, time, applications used, device model, operating system or operator. Collecting and analyzing them gives a picture of the behavior and habits or the needs and expectations of users. Additionally, in combination with declarative data, e.g. from surveys, they give a more complete picture of the target group of interest to us.

Fintech areas

As early as in 2012, four areas in financial technologies were identified. In 2016 another five. Currently, the field can be divided into 10 main areas [3]:

  1. online payment services (Payu, Paypal, Blik)
  2. e-banking and mobile banking, online insurance (Bzwbk, iPko)
  3. data analysis and construction of predictive models used in the payment process or the implementation / finalization of decisions having financial effects, compression and storage of financial data (Creditcheck, BIK, Bloomberg)
  4. online loans (Vivus, Wonga) and affiliate networks (systempartnerski.pl, affiliate44)
  5. communication solutions using payments (Uber, Mytaxi)
  6. applications used to optimize home budgets / expenses, mobile payments using HCE, (Apple pay, Android pay)
  7. Internet comparison websites and auction platforms (Ceneo, Allegro, e-bay)
  8. online currency exchange (Cinkciarz, Walutomat)
  9. peer-to-peer loans (Coconut)
  10. enterprises implementing and using solutions based on blockchain (inPay)

During the conference, we presented analyzes of the application users of four of them. Below a summary is published.

E-banking and mobile banking *

*In the category, as a reference, we showed two rankings: TOP3 banking applications and TOP5 banking applications by the number of active users. The first statement presented the evaluation of the bankier.pl website [4]. TOP5 was prepared on the basis of data from the PRNews.pl report [5] [6]. Using the list, we have mistakenly placed applications from items 2-6 instead of 1-5. Below are the correct statements.

In the first part, we chose applications that were in places 1-3 in the ranking of the best banking applications (bankier.pl June 2018) to use Selectivv DMP to present the characteristics of their users. The research sample for the presented statement and period was 2,121,545 users. On the example of three applications (mBank, ING Bank Śląski, Bank Millennium) – which age group is most likely to use mobile banking? The most numerous groups of users of the Bank Millennium and ING Bank Śląski applications are people aged 31-40 (51.10% and 44.28% of all users of these applications, respectively). 95.56% of users of the mBank solution are almost evenly located in three age groups (21-30 years – 30.09%, 31-40 years – 31.70%, 41-50 years – 33.77%). However, more than a quarter of all users of this application are aged 41-45. 

Using the example of five selected behavioral profiles, we can see that differences in the share of people with certain characteristics range from 5.97 pp. to 22.92 pp. A group with a similar percentage share are people shopping at discount stores (74.18% Bank Millennium, 72.04% ING Bank Śląski, 68.21% mBank). We see the greatest discrepancy in the group of people from Ukraine living in Poland (2.64% Bank Millennium, 25.56% ING Bank Śląski, 2.98% mBank).

The second part of the analysis presented a list of TOP 5 banking applications by the number of active users. The data on the basis of which the statement was prepared comes from the PRNews.pl report. The study period is the first quarters in 2017-2019 (Q1’17, Q1’18, Q1’19). In addition, we also showed the percentage increase in the number of users in these periods. In the first quarter of 2017, mBank was the application with the largest number of users. In the following years, in Q1 2018 and Q1 2019, in the first place was the PKO BP application. Regarding the increase in the number of users Q1’17 to Q1’18, PKO BP was the first (+ 87%). Bank Millennium (+ 56%) in Q1’18 to Q1’19. Taking into account the absolute number of users, the PKO BP mobile application is currently the most popular.

Online payment support

In the category of applications for online payments, we have presented the characteristics of users using PayPal and SkyCash in Poland. The analyzed sample amounted to 465 429 users. These are historical data from the year preceding the survey (June 2018). 

More than half of SkyCash users are aged 31-40 (52.79%). Also in the case of people using the PayPal application, the aforementioned group is the largest, but with a slightly lower percentage of 38.19%. Almost ¼ of the PayPal application users are aged 26-30.

In terms of behavioral profiles, a group with a similar percentage share are people shopping at discount stores (81.99% SkyCash, 82.48% PayPal). The biggest difference can be seen in the example of parents of children aged 5-10 (27.96% SkyCash, 45.85% PayPal) or people from Ukraine living in Poland (21.19% SkyCash, 30.95% PayPal).

Internet comparison websites & auction platforms

For the analysis of this category, we chose two solutions: Allegro and Ceneo. The analyzed sample was 3 443 713 users. These are historical data from the year preceding the survey (June 2018).

It would seem that the users of both solutions constitute a group with similar characteristics. However, it turns out that both in terms of age structure and behavioral profiles, they are two different groups. Users using the Allegro application are the most among people aged 20-30 (30.85%). Slightly less, 30.60%, are people aged 31-40. In the same age groups, among users of the Ceneo application, there are 23.96% of people aged 20-30 and 44.15% of those aged 31-40.

In terms of profiles (on the example of five selected from over 60 available), a similar percentage share in both groups have people shopping at discount stores (74.51% Allegro, 75.61% Ceneo). The largest differences in the percentage share are seen in the group of people visiting gas stations in Poland (52.78% Allegro, 28.97% Ceneo) or the parents of children aged 5-10 (29.88% Allegro, 14.96% Ceneo) .

You can read more about applications and pre-Christmas shopping habits of Poles in this article.

Communication Solutions

We have already written several times in various contexts about users using communication solutions, which is why we refer to individual articles:

  1. How do smartphone and tablet users use communication applications?
    From a sample of over 1.9 million users of the above application in Poland, we have extracted those from Warsaw, Krakow and the Tri-City. The study covered the 4 most popular passenger transport applications (Uber, iTaxi, MyTaxi and Taxify) and 2 bicycle applications (Nextbike and Veturilo). The analysis was carried out on active users, i.e. those who have used the application at least once in the last month.
  2. Users of the most popular applications
    Analysis of users of four popular categories of applications – weather, communication, financial and VOD.
  3. Alternative forms of transport in the city | We are more eco & smart.
    The study covered people using applications offering passenger transportation, car rental for minutes and electric scooters. In each of the categories discussed, users of three popular applications used in Poland were examined. The analysis included users using the application from January 2018 (for electric scooters from October 2018) to May 2019. The demographics of users and sharing between categories of applications were determined. In total, over 22 million users were analyzed.

Data potential from mobile in fintech areas.

As already recognized in 2015, more people used mobile banking than services at bank institutions[7]. PayPal already has over 255 million users [8], 91 million transactions were made in Poland with BLIK in 2018 [9]. Moreover, using Revolut we will not only make payments in over 150 currencies, but also plan the budget or buy insurance [10]. Based on subsequent research, we see that the use of alternative communication methods is increasing. Fintech solutions appear in other areas of products and services.

The progressive development of technology and trends is increasingly focused around people using mobile devices. All interactions in this channel generate huge amounts of data. Their collection and analysis gives a real picture of the actions taken. It allows to learn about the social or consumer behavior of the recipients of the solutions offered. Thanks to this, it is possible to better match investment or communication activities.

Product or service development, optimization or personalization are just some of the tasks in which mobile data streamline the process or increase efficiency. Also, measurement of results becomes faster and more accurate when we use information about smartphone users. Based on customer databases, the time to define and introduce key changes is reduced, ensuring greater efficiency.

Sources

  1. The Evolution Of Fintech, forbes.com
  2. Definicja FinTech – co to jest FinTech. Czym jest firma Fintech?, fintek.pl
  3. Definicja FinTech – co to jest FinTech. Czym jest firma Fintech?, fintek.pl
  4. Najlepsze bankowe aplikacje mobilne – czerwiec 2018, bankier.pl
  5. Raport PRNews.pl: Liczba użytkowników bankowych aplikacji mobilnych – I kw. 2019, prnews.pl
  6. Raport PRNews.pl: Liczba użytkowników bankowych aplikacji mobilnych – II kw. 2017, prnews.pl
  7. The Evolution Of Fintech, forbes.com
  8. Jak radzi sobie jeden z najstarszych fintechów na świecie?, fintek.pl
  9. Liczba transakcji Blikiem wzrosła do 91 mln, bankier.pl
  10. Revolut.com

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