Three-quarters (75%) of APAC banking customers say they are likely to use digital banking more now than pre-pandemic, according to a new report from SaaS cloud banking platform Mambu.
The financial tribes you need to know report reveals that nearly two-thirds (65%) of APAC consumers made greater use of digital banking services over the last 18 months, and globally, two in every five people started using digital banking for the first time ever because of the pandemic.
The report, which is the latest in Mambu’s ‘Disruption Diaries’ series, surveyed 4,500 consumers globally and identified five emerging financial ‘tribes’ that banks need to know about in a post-pandemic world.
Eugene Danilkis, CEO at Mambu, said, “Each tribe tells us something significant about the way consumer behaviour is adapting and what banks must do to stay ahead of the curve. Traditional audience segmentation in financial services is outdated. The one-size-fits-all model, in which customers are divided based on how much they earn, or simple demographics, is redundant in a world of open finance and rich data.”
The key consumer groups identified in the survey include:
Recent converts to the world of digital banking who have adopted digital services amid physical branch closures. This group is the largest tribe globally, accounting for a third (33%) of total respondents, and 37% of APAC respondents. This group is predominantly aged over 35 years.
Young, purpose-driven savers that want to make a positive impact in the world. This tribe is the second largest globally, making up 31% of respondents. Nearly half (49%) of this group globally are aged between 18 and 34.
One-stop shoppers who want all-in-one services at their fingertips, at no extra cost. This group makes up 23% of global respondents and are predominantly middle-aged or older individuals — with more than half (55%) aged over 35.
This group is least likely to pay a premium for services that save time or offer flexibility, expecting a best-in-class customer experience as standard.
Entrepreneurs who have set up their own business during the pandemic, in need of easy-to-use and reliable business banking services. Covidpreneurs is the youngest tribe globally, with almost two-thirds (64%) aged under 35 years and a quarter (25%) under 25 years.
Neo asset hoarders
New asset owners who want to use financial services to buy, trade, and hold assets. This group is the smallest, but rapidly growing tribe globally. Two-thirds (66%) are male and over half are under the age of 35. This group is most likely to own neo assets, including cryptocurrency and NFTs, and most likely to agree the ability to buy, sell or manage neo assets is important in a bank.
APAC consumers were most likely of any region surveyed to have purchased neo assets like cryptocurrency during the pandemic (29%).